263) All of the following form the foundation upon which a firm builds its marketing program
during the strategic marketing process except which?
A) Research the organization’s present and prospective customers.
B) Determine what business the organization is in.
C) Assess the organization itself.
D) Identify trends in the organization’s industry.
E) Analyze the organization’s competitors.
264) The goal of a SWOT analysis is to
A) identify market research questions in order to develop new products for new market
segments.
B) determine how raises, bonuses, and dividends will be paid.
C) reorganize the firm’s marketing department.
D) identify the critical strategy-related factors that can impact the firm.
E) fairly allocate governmental resources and financial aid across the industry.
265) All of the following are marketing actions that can be taken as a result of a SWOT analysis
except which?
A) Exploit an opportunity
B) Collaborate with a competitor
C) Avoid a disaster-laden threat
D) Build on a strength
E) Correct a weakness
266) Consider Figure 2-7 above. A Florida-based flashlight company has been extremely
successful due in part to the number of hurricanes in Florida that result in power outages. The
firm is thinking of expanding its product offerings to include other emergency supplies such as
generators and survival kits (consisting of food bars, a water filtration system, first aid supplies,
etc.). Before going ahead with this decision, several factors had to be considered: (1) The firm
has a great reputation with its flashlights and does not want to ruin it. (2) Its physical plant could
be refitted relatively easily to make small generators, but it would be rather costly. (3) It would
have to rely on another firm to manufacture and package the survival kits. (4) Although there are
nine named hurricanes anticipated for the upcoming year, no one really can predict what will
happen. The company’s reputation would fall in which quadrant(s) of the SWOT analysis grid?
A) A
B) B
C) C
D) D
E) A and C
267) Consider Figure 2-7 above. A Florida-based flashlight company has been extremely
successful due in part to the number of hurricanes in Florida that result in power outages. The
firm is thinking of expanding its product offerings to include other emergency supplies such as
generators and survival kits (consisting of food bars, a water filtration system, first aid supplies,
etc.). Before going ahead with this decision, several factors had to be considered: (1) The firm
has a great reputation with its flashlights and does not want to ruin it. (2) Its physical plant could
be refitted relatively easily to make small generators, but it would be rather costly. (3) It would
have to rely on another firm to manufacture and package the survival kits. (4) Although there are
nine named hurricanes scheduled for the upcoming year, no one really can predict what will
happen. The company’s need to refit its factory would fall in which quadrant(s) of the SWOT
analysis grid?
A) A
B) B
C) C
D) D
E) both B and D
268) Consider Figure 2-7 above. A Florida-based flashlight company has been extremely
successful due in part to the number of hurricanes in Florida that result in power outages. The
firm is thinking of expanding its product offerings to include other emergency supplies such as
generators and survival kits (consisting of food bars, a water filtration system, first aid supplies,
etc.). Before going ahead with this decision, several factors had to be considered: (1) The firm
has a great reputation with its flashlights and does not want to ruin it. (2) Its physical plant could
be refitted relatively easily to make small generators, but it would be rather costly. (3) It would
have to rely on another firm to manufacture and package the survival kits. (4) Although there are
nine named hurricanes forecasted for the upcoming year, no one really can predict what will
happen. The projected number of hurricanes would fall in which quadrant(s) of the SWOT
analysis grid?
A) A
B) B
C) C
D) D
E) both C and D
269) Consider Figure 2-7 above. A Florida-based flashlight company has been extremely
successful due in part to the number of hurricanes in Florida that result in a loss of power. The
firm is thinking of expanding its product offerings to include other emergency supplies such as
generators and survival kits. Before going ahead with this decision, several factors had to be
considered: (1) The firm has a great reputation with its flashlights and doesn’t want to ruin it. (2)
Its physical plant could be refitted relatively easily to make small generators, but it would be
rather costly. (3) It would have to rely on another firm to manufacture and package the survival
kits. (4) Although there are nine named hurricanes scheduled for the upcoming year, no one
really can predict what will happen. The need to rely on another company to supply the survival
kits would fall in which quadrant(s) of the SWOT analysis grid?
A) A
B) B
C) C
D) D
E) both C and D
270) Quadrant A in Figure 2-7 above represents a(n) ________ in a SWOT analysis.
A) a threat
B) a weakness
C) a strength
D) an opportunity
E) a market segment
271) Quadrant B in Figure 2-7 above represents a(n) ________ in a SWOT analysis.
A) a threat
B) a weakness
C) a strength
D) an opportunity
E) a market segment
272) Quadrant C in Figure 2-7 above represents a(n) ________ in a SWOT analysis.
A) a threat
B) a weakness
C) a strength
D) an opportunity
E) a market segment
273) Quadrant D in Figure 2-7 above represents a(n) ________ in a SWOT analysis.
A) a threat
B) a weakness
C) a strength
D) an opportunity
E) a market segment
274) Aggregating prospective buyers into groups that have common needs and will respond
similarly to a marketing action is referred to as
A) market aggregation.
B) market segmentation.
C) product sorting.
D) product grouping.
E) mass marketing.
275) Market segmentation refers to
A) identifying small groups of customers with dissimilar needs.
B) aggregating prospective buyers into groups and selecting only those whose needs cannot be
met by competitors’ products.
C) aggregating prospective buyers into groups that have common needs and will respond
similarly to a marketing action.
D) aggregating different products into more reasonable product groupings to better serve
consumers’ needs.
E) those characteristics of a product that make it superior to competitive substitutes.
276) Market segmentation is a part of what step in the strategic marketing process?
A) Situation analysis
B) Market-product focus and goal setting
C) Marketing program
D) Implementation
E) Evaluation
277) To develop a successful marketing plan for a soft drink, the process of ________ would
most likely be used to group consumers on the basis of whether they prefer sugar-free and
caffeine-free soda, caffeine-free sugared soda, or regular soda with sugar and caffeine.
A) market aggregation
B) product segmentation
C) customer grouping
D) mass marketing
E) market segmentation
278) During Step 2 of the strategic marketing process, firms such as Ben & Jerry’s engage in all
of the following marketing activities except which?
A) Position the product
B) Set marketing and product goals
C) Develop the marketing program
D) Select target markets
E) Find points of difference
279) In a marketing context, goal setting involves describing measurable ________ to be
achieved.
A) marketing metrics
B) marketing objectives
C) marketing tactics
D) marketing plans
E) protocols
280) Those characteristics of a product that make it superior to competitive substitutes are
referred to as
A) core benefit propositions.
B) marketing mix elements.
C) points of difference.
D) marketing attributes.
E) product protocols.
281) Points of difference refer to
A) the fundamental, passionate, and enduring principles of an organization that guide its conduct
over time.
B) the cluster of benefits that an organization promises customers to satisfy their needs.
C) a unique strength relative to competitors that provides superior returns, often based on quality,
time, cost, or innovation.
D) those characteristics of a product that make it superior to competitive substitutes.
E) the use of percentage points of market share to allocate marketing resources effectively for
different product lines within the same firm.
282) At which step of the planning stage of the strategic marketing process does a firm develop
its marketing mix?
A) Situation analysis
B) Goal setting
C) Marketing program
D) Implementation
E) Market segmentation
283) The marketing program, Step 3 in the strategic planning process, answers which question?
A) Who
B) What
C) When
D) Why
E) How
284) The ________ element of the marketing mix includes features and packaging.
A) product
B) price
C) promotion
D) place
E) people
285) The ________ element of the marketing mix includes discounts and allowances.
A) product
B) price
C) promotion
D) place
E) people
286) The ________ element of the marketing mix includes personal selling and advertising.
A) product
B) price
C) promotion
D) place
E) people
287) The ________ element of the marketing mix includes outlets and transportation.
A) product
B) price
C) promotion
D) place
E) people
288) Alcatel offers a simple cell phone with calling and an FM radio for use in most international
markets. This an example of Alcatel’s
A) evaluation strategy.
B) price strategy.
C) place strategy.
D) promotion strategy.
E) product strategy.
289) Medtronic, a company that makes heart pacemakers, introduced a new product at medical
conventions across Asia to demonstrate its many beneficial features. The convention
presentations are an example of its
A) market segmentation and targeting strategy.
B) price strategy.
C) place strategy.
D) promotion strategy.
E) product strategy.
290) Unilever distributes its Lipton tea products in part through independent brokers, agents and
distributors to chain, wholesale, co-operative and independent grocery accounts, and food
service. This is an example of a firm’s
A) market segmentation and targeting strategy.
B) price strategy.
C) place strategy.
D) promotion strategy.
E) product strategy.
291) The second phase of the strategic marketing process is the
A) tactics phase.
B) strategic phase.
C) planning phase.
D) implementation phase.
E) evaluation phase.
292) In which phase of the strategic marketing process does a firm obtain resources, design the
marketing organization, develop schedules, and execute the marketing program?
A) Planning phase
B) Implementation phase
C) Evaluation phase
D) Strategic phase
E) Tactics phase
293) All of the following are components of the implementation phase of the strategic marketing
process except which?
A) Defining precise tasks, responsibilities, and deadlines
B) Executing the marketing program
C) Designing the marketing organization
D) Conducting R and D
E) Obtaining resources
294) The actions taken during the implementation phase of the strategic marketing process
include which of these?
A) Obtain resources
B) Select target markets
C) Position the product
D) Find points of difference
E) Correct deviations from expected outcomes
295) In a typical manufacturing firm, the structure of its marketing department is typically
organized from top to bottom in which of these ways?
A) CEO to CFO to product manager.
B) CEO to CMO to product manager.
C) Product manager to marketing research manager to sales manager to promotion manager.
D) Industry manager to market manager to product manager.
E) Product manager to CMO to sales manager.
296) An aid to implementing a marketing plan that consists of four columns: (1) the task; (2) the
person responsible for completing that task; (3) the date to finish the task; and (4) what is to be
delivered is referred to as
A) an output report.
B) a Gantt chart.
C) a market plan.
D) an action item list.
E) a marketing action memo.
297) An action item list refers to an aid to implement a marketing plan that consists of four
columns, including which of these?
A) The deadline to complete a task
B) The budget
C) The product or service
D) The points of difference
E) The promotional message
298) When participating in major projects in college marketing classes, effective teams can use a
________ to be sure that each team member does a fair amount of work and that class projects
are finished efficiently and on time.
A) market-product grid
B) project schedule
C) Plan-A-Gram
D) Gantt chart
E) sales response function