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This activity contains 38 questions.

Successful companies know how to adapt to a


continuously changing marketplace through ____,
the managerial process of developing and
maintaining a viable fit between the organization's
objectives, skills, and resources, and its changing
market opportunities.




Market-oriented strategic planning

Strategic planning

Environmental planning

Market planning









The ____ plan is the central instrument for
directing and coordinating the market effort.



Strategic

Marketing

Sales

Marketing-oriented











A business can be defined in terms of three
dimensions: _____.



Customer groups, customer needs, and technology

Product line, customer needs, technology

Customer groups, customer needs, profit

Product line, profit, technology











According to the Boston Consulting Group model
(BCC), which of the following are businesses or
SBUs that operate in high-growth markets but have
a low relative market share?




Star

Question mark

Dog

Cash cow











According to the BCC model, and given your
knowledge of the technical environment, an SBU
that manufactures a dot-matrix printer would be
an example of a _____.




Star

Question mark

Cash cow

Dog









The General Electric model categorizes SBUs in
terms of _____.



Business strength and market attractiveness

Sales and profits


Market growth rate and relative market share

Net income and return on investment










____ is a challenge posed by unfavorable external
trends that, in the absence of defensive marketing
activities, would lead to deterioration in sales or
profits.




An environmental threat

An internal environment analysis

A marketing threat

A marketing opportunity analysis











The Business Strategic Planning Process starts with
_______.



The mission statement

Goal formulation

SWOT analysis

Issue analysis

Strategy formulation









The overall evaluation of a business's strengths,
weaknesses, opportunities, and threats is called
____.





SWOT analysis

External environment analysis

Customer and competitor analysis

Internal analysis










Marketing alliances may involve ________.



Products or services

Promotions

Loyalties

Pricing

All of the above.









All of the following, except ___, are steps in the
marketing process.



Analyzing market opportunities

Developing marketing strategies

Planning marketing programs

Analyzing the current sales situation

Managing the marketing effort









Which of the following factors can influence a
company's marketing strategy?



Demographic environment


Political environment

Technological environment

Cultural environment

All of the above








Companies that produce a variety of products and
brands often establish a ____ management
organization as another layer of management
within the marketing function.




Product or brand

Service

Consumer product

Distribution oriented











Which of the following is not usually part of a
firm's marketing plan?



SWOT analysis

Action plan

Projected profit and loss statement

Mission statement











____ aims to ensure that the company achieves the
sales, profits, and other goals established in its


annual plan.


Annual plan control

Profitability control

Efficiency control

Strategic control










The process that turns marketing plans into action
assignments and ensures that such assignments are
executed in a manner that accomplishes the plan's
stated objectives is called ____.




Marketing implementation

Strategic marketing

The marketing audit

Corporate strategic planning









_____ measures the relative contribution of
different factors to a gap in sales performance.



Microsales analysis

Sales analysis

Sales variance analysis

Financial analysis









In general, ______ indicates the relative
profitability of different channels, products,


territories, or other marketing entities.


Relative marketing profitability analysis

Profitability analysis

Sales and profit analysis

The marketing plan








Business success and continually satisfying
customers and other stakeholders are closely tied to
_____.




The organization's technical skill base

The adoption and implementation of high standards of business and
marketing conduct.

The organization's level of marketing expertise

The organization's efficiency









A ____ records how well the company is doing on
such customer-based measures as new customers,
dissatisfied customers, lost customers, target
market awareness, relative product quality, and
relative service quality.




Stakeholder performance

Customer performance scorecard

Marketing implementation scorecard

Marketing effectiveness scorecard









Starbucks got its start in Seattle in the 1970's


selling fresh ground coffee beans to local coffee
lovers.

True
False







The marketing plan operates at two levels: strategic
and tactical.


True
False








Organizations develop mission statements to share
with management, employees, and even customer.


True
False








Portfolio models should be used cautiously.


True
False








According to the authors, there are three main
types of marketing control: annual plan,
profitability, and strategic.



True
False








In order to deal with surprises that occur during
the implementation of marketing plans, the
marketing department has to monitor and control
marketing activities continuously.



True
False








From time to time, companies need to undertake a
critical review of overall marketing goals and
effectiveness.



True
False








Market-oriented strategic planning is the
managerial process of developing and maintaining
a viable fit among the organization's objectives,
skills, resources, and its changing market
opportunities.



True
False








A marketing-effectiveness review is a
comprehensive systematic, independent, and
periodic examination of a company's marketing
environment, objectives, strategies, and activities.




True
False







A stockholder-performance scorecard tracks the
satisfaction of constituencies who have a critical
interest in and impact on the company's
performance, employees, suppliers, banks,
distributors, retailers, and stockholders.



True
False








In a customer management organization,
companies organize to understand and deal with
individual customers rather than with the mass
market or even market segments.



True
False








A company selling in a national market often
organizes its sales force (and sometimes other
functions, including marketing) along geographic
lines.



True
False











A firm's marketing plan should start with a review
of the current marketing situation.

True
False







Planning at the corporate, division, and business
levels is not an integral part of the marketing
process.



True
False








A company's strategic fit with the environment will
inevitably erode because the market environment
changes faster than the company's 7-Ss.



True
False