72) The marketing manager at Little Red Architects, a firm that specializes in the design of
school buildings, discovered a glitch in the software that the firm uses. As a result, some of its
most recent projects will come in over budget. In the context of SWOT analysis, a discussion of
this would be included under ________.
A) strengths
B) threats
C) opportunities
D) strategies
E) weaknesses
73) Time Express, a well-established North American delivery service, wants to expand service
into Central and South America. According to Igor Ansoff’s Product-Market Matrix, this is
classified as the ________ strategy.
A) market diversification
B) product differentiation
C) market penetration
D) product development
E) market development
74) Biz Solutions has 12 call centers worldwide handling customer service issues for a variety of
companies. The firm is considering the purchase of a software firm that serves the oil and gas
industry. According to Igor Ansoff’s Product-Market Matrix, this is an example of the ________
strategy.
A) market diversification
B) product differentiation
C) market penetration
D) product development
E) market development
75) When Sunshine Inc., a cosmetics manufacturer, introduced an additional line of perfumes,
the response from its existing customers was good. According to Igor Ansoff’s Product-Market
Matrix, this is an example of the ________ strategy.
A) market diversification
B) product differentiation
C) market penetration
D) product development
E) market development
76) Bliss Massage Therapy Center maintains a database of over 700 clients and sends each one a
special discount offer in the month of his or her birthday. Managers hope that as existing
customers use the discount, they will see an overall growth in sales. According to Igor Ansoff’s
Product-Market Matrix, this is an example of the ________ strategy.
A) market diversification
B) product differentiation
C) market penetration
D) product development
E) market development
77) Gabriel, vice president of marketing for Big Screen Televisions, wants the company to offer
a DVD player, a product the company doesn’t offer now. He thinks that the firm has many brand-
loyal customers who would buy it. According to Igor Ansoff’s Product-Market Matrix, this is an
example of the ________ strategy.
A) market diversification
B) product differentiation
C) market penetration
D) product development
E) market development
78) Inga, marketing manager at Sunshine, a professional preschool center, thinks the firm should
start an after-school program for its current clients. This makes sense as she wants to extend the
trusting relationship already established with parents and children. According to Igor Ansoff’s
Product-Market Matrix, this is an example of the ________ strategy.
A) market diversification
B) product differentiation
C) market penetration
D) product development
E) market development
79) Jamal’s boss wants him to travel to Canada to do some research on good locations for their
retail stores, which they are planning to open in Montreal and Ottawa. The firm currently
operates 278 stores in the United States. According to Igor Ansoff’s Product-Market Matrix, the
extension into a new geographic region is an example of the ________ strategy.
A) market diversification
B) product differentiation
C) market penetration
D) product development
E) market development
80) The process of measuring marketing results and adjusting the marketing plan as needed is
called marketing ________.
A) control
B) metrics
C) management
D) strategy
E) planning
81) Which of the following are often described in terms of a separate plan for a worst-case, best-
case, and expected-case performance against the forecast?
A) action plans
B) operational plans
C) functional-level plans
D) contingency plans
E) strategic plans
82) In a marketing plan, every strategy must include an implementation element. These are
sometimes called ________.
A) strategic plans
B) marketing metrics
C) value propositions
D) action plans
E) marketing channels
83) Which of the following is LEAST likely to be included under action plans?
A) timing
B) forecasts and budgets
C) individuals responsible for various aspects of implementation
D) resources necessary to make the strategy happen
E) separate plans for worst-case performance against the forecast
84) One part of a marketing plan should identify what to do if things go wrong. This section is
called ________ planning.
A) contingency
B) strategic
C) operational
D) action
E) tactical
85) Which of the following helps avoid scrambling to decide how to adjust marketing strategies
when performance against a forecast is higher or lower than expected?
A) marketing metrics
B) product development strategies
C) core competencies
D) support activities
E) contingency plans
86) Teel is a plumbing fixture manufacturer’s salesperson. He sells to wholesalers, homebuilders,
and retailers. His marketing plan calls for going to four trade shows a year. He recently found out
that there would be a new Home Show aimed at consumers in his territory and he wants to
attend. His boss gives him permission to attend the additional show. Which of the following
concepts in successful marketing planning is exemplified in this scenario?
A) Stay flexible.
B) Utilize input, but don’t become paralyzed by information and analysis.
C) Don’t underestimate the implementation part of the plan.
D) Stay strategic, but also stay on top of the tactical.
E) Give yourself and your people room to fail and try again.
87) Mary’s firm has delayed making a decision on acquiring a new product line because her
marketing team members took more than three months to analyze the numbers. Which of the
following tips for successful marketing planning experience did the firm fail to use?
A) Stay inflexible.
B) Utilize input, but don’t become paralyzed by information and analysis.
C) Don’t underestimate the implementation part of the plan.
D) Stay strategic, but also stay on top of the tactical.
E) Give yourself and your people room to fail and try again.
88) Tyler’s event planning company hired a new marketing assistant who focuses only on long–
term organizational goals and objectives, ignoring the functional or operational level aspects of
planning. For having a successful marketing planning experience, in which concept should the
new assistant be trained?
A) Stay flexible.
B) Utilize input, but don’t become paralyzed by information and analysis.
C) Don’t underestimate the implementation part of the plan.
D) Stay strategic, but also stay on top of the tactical.
E) Give yourself and your people room to fail and try again.
89) Describe the four support activities and the five primary activities in Porter’s value chain.
90) Explain the Boston Consulting Group Growth-Share Matrix. What are the strengths and
weaknesses of this method? Give examples of each of the four cells and their strategy
recommendations.
91) What are the major categories for analysis within the external environment? Give an example
of each.