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77) Which of the following statements regarding organizational foundation is most accurate?
A) An organizational foundation specifies its goals.
B) An organizational foundation defines the business that it is in.
C) An organization's foundation empowers stakeholders to have a voice in the strategic
marketing process.
D) An organization's foundation is its philosophical reason for being—why it exists.
E) An organization's foundation is the company, its product, and its customers.
78) An organization's foundation includes all of these except which?
A) Organizational culture.
B) Business definition.
C) Vision.
D) Core values.
E) Mission.
79) An organization's foundation includes which of the following?
A) Core values
B) Business definition
C) Goals
D) Strategic levels
E) Offerings
80) An organization's ________ are the fundamental, passionate, and enduring principles that
guide its conduct over time.
A) goals
B) cultures
C) strategies
D) core values
E) mission statements
81) Core values refer to
A) the cultural ethos of an organization.
B) proprietary values of a firm.
C) written mission statements that express an organization's goals and objectives.
D) the personal moral and ethical codes of a firm's stakeholders.
E) the fundamental, passionate, and enduring principles that guide an organization's conduct over
time.
82) A firm's ________ are timeless, capturing its heart and soul, and serve to inspire and
motivate its stakeholders.
A) core values
B) strategic goals
C) offerings
D) corporate culture
E) corporate ethos
83) An organization's core values are most effective when communicated to and supported by
A) competitors.
B) top management and employees.
C) suppliers.
D) resellers.
E) government regulators.
84) Which of the following statements regarding an organization's core values is most accurate?
A) Core values are developed by cross-functional teams for all levels of an organization.
B) Core values are important to the founders but rarely motivate a firm's stakeholders.
C) Core values change as an organization's offerings change.
D) Core values guide the organization's conduct.
E) Core values cannot be separated from the financial realities of an organization.
85) Rooted in its history and its leadership by Mark Zuckerberg, the ________ at Facebook are:
be bold, focus on impact, move fast, be open, and build social value.
A) sustainability doctrines
B) goals and objectives
C) core values
D) moral imperatives
E) functional strategies
86) Employees at fashion apparel company, the Sak Elliot Lucca work to embody its ________,
which include trust (being honest and credible), action (making independent decisions), and
ownership (treating the company as if one were a founder).
A) sustainability doctrines
B) goals and objectives
C) core values
D) moral imperatives
E) functional strategies
87) The Ben & Jerry's website states: "Central to the mission of Ben & Jerry's is the belief that
all three parts [product mission, economic mission, social mission] must thrive equally in a
manner that commands deep respect for individuals in and outside the company and supports the
communities of which they are a part." This statement reflects Ben & Jerry's
A) sustainability doctrine.
B) goals and objectives.
C) core values.
D) moral distinctions.
E) functional strategy.
88) An organization's employees, shareholders, board of directors, suppliers, distributors,
creditors, unions, government, local communities, and customers are referred to as its
A) stakeholders.
B) stockholders.
C) competitors.
D) target audience.
E) organizational community.
89) All of the following are examples of stakeholders except which?
A) Government
B) Competitors
C) Shareholders
D) Suppliers
E) Customers
90) Which of the following statements regarding stakeholders is most accurate?
A) Employees are typically not classified as a stakeholder group because they are internal to the
organization.
B) There are only three types of stakeholders: customers, suppliers, and distributors.
C) All stakeholders are external to the organization.
D) Stakeholders are a varied group; all are in some way affected by how well a company
performs.
E) Stakeholders are only those that have an ownership stake in an organization.
91) By understanding its core values, an organization can take steps to define its ________, a
statement of the organization's function in society that often identifies its customers, markets,
products, and technologies.
A) customer value proposition
B) doctrine
C) philosophy
D) mission
E) code of ethics
92) An organization's mission refers to
A) the target goal it sets for current profits based on enacting a comprehensive strategic plan.
B) the target objective it projects for future market share based on enacting a comprehensive
strategic plan.
C) the fundamental, passionate, and enduring principles that guide its conduct over time.
D) specific strategies and tactics that will be used to counteract any competitor's advantages.
E) a statement of the organization's functions in society that often identifies its customers,
markets, products, and technologies.
93) The terms ________ and a mission statement are often used interchangeably.
A) idea
B) objective
C) vision
D) goal
E) protocol
94) Often used interchangeably with the term vision, a ________ frequently has a meaningful
theme and a long-term orientation.
A) point of difference
B) mission statement
C) business definition
D) customer value proposition
E) marketing plan
95) A mission statement should be all of these except which?
A) Short-term
B) Inspirational
C) Clear
D) Meaningful
E) Concise
96) A mission statement should be
A) short-term.
B) inspirational.
C) numerical.
D) trademarked.
E) clever.
97) A mission statement should be
A) idealistic.
B) long-term.
C) fact-based.
D) complex.
E) permanent.
98) The ________ for the American Red Cross is "to prevent and alleviate human suffering in
the face of emergencies by mobilizing the power of volunteers and the generosity of donors."
A) core benefit proposition
B) business definition
C) sustainability doctrine
D) mission statement
E) customer value proposition
99) The ________ for Facebook is "To give people the power to share and make the world more
open and connected."
A) sustainability doctrine
B) core benefit proposition
C) mission statement
D) corporate philosophy
E) code of ethics
100) "HowAboutWe is the fastest, easiest, most fun way to go on awesome dates" is the
________ for the online dating service that focuses on setting up actual activities as dates for its
users.
A) sustainability doctrine
B) core benefit proposition
C) corporate philosophy
D) mission statement
E) code of ethics
101) Recently, many organizations have added ________ to their mission statements.
A) a business definition
B) a social element to reflect an ideal that is morally right and worthwhile
C) an economic element to promote profit maximization
D) an expanded definition of stakeholders to include its competitors
E) their level of pricing and product quality
102) A set of values, ideas, attitudes, and norms of behavior that is learned and shared among the
members of an organization is referred to as its
A) mission statement.
B) core value proposition.
C) organizational culture.
D) corporate philosophy.
E) core benefit proposition.
103) Organizational culture refers to
A) the personal moral and ethical codes of ethics of an organization's top management.
B) a written statement expressing an organization's goals and objectives to be achieved through
enacting a comprehensive strategic plan.
C) the fundamental, passionate, and enduring principles that guide an organization's conduct
over time.
D) the ethos of an organization that excludes its core values.
E) a set of values, ideas, attitudes, and norms of behavior that is learned and shared among the
members of an organization.
104) Which of the following statements regarding organizational culture is most accurate?
A) Organizational culture exists only at the corporate level of an organization.
B) Organizational culture involves communicating and connecting with all of the firm's
stakeholders.
C) Organizational culture is best used only at the functional level for the most effective results.
D) Organizational culture cannot be learned or taught.
E) Organizational culture is a statement of the organization's function in society.
105) George Zimmer, the former CEO of Men's Wearhouse, was known to the public as the
bearded company pitchman who sells suits and sport coats on TV declaring, "You'll like the way
you look. I guarantee it!" He also said that to be successful, "You've got to have a company that
starts with trust and fairness." Zimmer was attempting to establish ________ for Men's
Wearhouse.
A) a vision
B) a mission statement
C) a pathos
D) a behavioral protocol
E) an organizational culture
106) Recently, St. Joseph Hospital was named one of the "Best Places to Work in Indiana" for
the sixth consecutive year. The hospital touts universal values to "keep health care human" and
employees consistently put patients first, which unites them in a common goal. Hospital
President Kathy Young believes that St. Joseph's ________ makes both her employees and
patients happier in her hospital.
A) vision
B) service offerings
C) organizational culture
D) pathos
E) behavioral protocol
107) The organizational ________ answers the question, "What will we do?"
A) foundation
B) direction
C) culture
D) strategy
E) mission
108) In the context of organizational direction, the term business refers to
A) the daily operational decisions that must be implemented for an organization to remain viable.
B) exchange transactions between seller and buyer in order for the seller to make sales and earn
profits.
C) the clear, broad, underlying industry or market sector of an organization's offering.
D) an organization that develops an offering.
E) the objectives of a firm and the strategies and tactics that will allow it to achieve them.
109) The clear, broad, underlying industry or market sector of an organization's offerings is
referred to as its
A) business.
B) commerce.
C) marketing.
D) competitive set.
E) product grouping.
110) ________ argued that senior managers of 20th century American railroads defined their
business too narrowly, thus failing to create strategies to compete with airlines, barges, pipelines,
and trucks.
A) Earl Bakken
B) Mark Zuckerberg
C) Reed Hastings
D) Theodore Levitt
E) Steve Jobs
111) In terms of an organization's business, railroads lost market share in the 20th century
because they
A) had less flexible routes than trucking.
B) defined their business too narrowly.
C) tried to create a business that appealed equally to all people.
D) priced their services too high.
E) were simply an outmoded form of transportation.
112) In the 20th century, managers of railroads let airlines, barges, pipelines, and trucks take
business away from them because their strategies were developed only for the railroad business,
rather than a broader definition of the ________ business.
A) transportation
B) transcontinental shipping
C) passenger travel
D) product delivery
E) bulk cargo
113) The strategies an organization develops to provide value to the customers it serves is called
A) a mission statement.
B) an objective goal.
C) a vision statement.
D) a business model.
E) a protocol.
114) A business model
A) is a road map for the marketing activities of an organization for a specified future time period.
B) consists of the strategies an organization develops to provide value to the customers it serves.
C) is a measure of the quantitative value or trend of a marketing activity or result.
D) consists of the detailed day-to-day operational decisions for an organization.
E) is the means by which organizational goals are to be measured and documented.
115) Many local and national chain bookstores, such as Borders and Bookstar, have closed over
the past few years. This is due in part to competition from e-book readers such as Amazon's
Kindle and Apple's iPad, which permit the online purchase and download of digital books.
Moreover, subscribers to newspapers and magazines have cancelled their print subscriptions in
favor of online news. These trends have caused the StarTribune newspaper to offer online
content for $1.99 per week and Newsweek to suspend its print edition in favor of an online only
weekly edition. These companies had to change their ________, an action triggered by the
technological and social changes in their marketing environments.
A) organizational cultures
B) marketing tactics
C) business models
D) strategic marketing processes
E) goals or objectives
