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Which of the following is a limitation of the growth-share matrix?
A.Since the matrix uses multiple variables as a basis for categorizing a firm's business,
it is complex to understand.
B.Outcomes of this analysis are highly sensitive to variations in how growth and share
are measured.
C.It fails to analyze the impact of investing resources in different businesses on the
firm's future earnings.
D.The model fails to consider that firms can generate cash from businesses with strong
competitive positions in mature markets.
Which of the following is a characteristic of physical positioning?
A.Large number of dimensions
B.Consumer orientation
C.Perceptual attributes
D.Limited number of dimensions
The principles of _____ involve meeting humanity's needs without harming future
generations.
A.sustainability
B.reversibility
C.specificity
D.adaptability
Which of the following environmental factors is favorable to a prospector strategy?
A.An industry in late growth stage
B.An established customer segment
C.A large number of competitors
D.An industry in early growth stage
The production of no-frills goods to maintain a low-cost position:
A. involves removing all extras from the basic product or service.
B. involves the use of customized component parts.
C. always involves short-term profits through the use of inexpensive labor.
D. involves replacing technology to personalized services.
Identify a limitation of physical positioning.
A.It ignores the early stages of identifying new product offerings.
B.Competitive offerings of many industrial goods and services cannot be typically
evaluated on the basis of physical characteristics.
C.It is rarely useful in undertaking a positioning analysis because they are based
primarily on technical rather than on market data.
D.Customers' attitudes toward a product are often based on social or psychological
attributes.
Which of the following is true of a statistical forecasting method?
A.It directly observes what real consumers do in the product-market.
B.It is a good technique to forecast sales for new products.
C.It generally assumes that the future will look very much like the past.
D.It surveys suppliers and consumers to estimate market potential.
_____ is a factor that helps to determine the strategic attractiveness of declining
product-markets, and includes the rate and certainty of future declines in volume.
A. Time to market
B. Conditions of demand
C. Exit barriers
D. Intensity of future competitive rivalry
Which of the following strategy components address issues such as the time frame in
which each target should be attained and the target level of performance to be achieved
on each dimension?
A.Scope and mission
B.Development strategy
C.Objectives
D.Sources of synergy
The "controls" section ofan annual marketing plan:
A.specifies the goals to be accomplished in terms of sales volume, market share, and
profit.
B.summarizes relevant background information on the market, competition and the
macroenvironment.
C.identifies the main opportunities and threats to the product.
D.discusses how the plan's progress will be monitored.
Which of the following statements is associated with the fortress strategy?
A.The market leader develops a strong position when potential customers have
relatively homogeneous needs.
B.The market leader develops a second brand to compete directly against the
challenger's offering.
C.The market leader changes the marketing program before a suspected competitive
challenge occurs.
D.The market leader defends its relative market share by expanding into a number of
market segments.
RobustTires is an established tire manufacturer in Topeka. Every major brand of car
uses its tires. It plans to open a branch in Buffalo City for which it intends to use time
series analysis to forecast sales and the market potential. Which of the following
methods is exemplified by RobustTires?
A.Analogy method
B.Statistical method
C.Observation method
D.Survey method
Rex and Tens, a food manufacturing company, has the following tagline in its ad for a
new health drink---Speedheal"Find out why thousands of nutritionists across America
are recommending Speedheal to their clients."---Which positioning base is used in this
Speedheal ad?
A.Manufacturing process
B.Endorsements
C.Ingredients
D.Parentage
Which of the following falls within the scope of corporate strategy?
A.Target market definition
B.Vertical integration
C.Branding policies
D.Line extension
Which of the following statements is true of forecasting?
A. Forecasts are not immune to anchoring biases.
B. Capacity constraints can never be misinterpreted as forecasts.
C. A good forecasting technique encourages implicit assumptions.
D. The technique of sandbagging aids in effective forecasting.
Tinker Inc. is a firm that provides its search engine technology to many branded search
engine sites. Which of the following roles does Tinker Inc. play?
A. Originator
B.Contactor
C. Distributor
D.Optimizer
Which of the following positioning bases is illustrated by a clothing manufacturer's
claim of their shirts being made from pure organic cotton?
A.Price/quality
B.Endorsements
C.Ingredients
D.Parentage
The Internet makes it possible for marketers to reach customers directly, without the
expense or complication of distribution channels. This phenomenon is known as_____.
A.disintermediation
B.customization
C.network externality
D.really simple syndication
