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152) According to Figure 2-3a, which of the following is the largest website traffic source?
A) YouTube
B) Direct traffic
C) Google
D) Facebook
E) Twitter
Figure 2-3b
153) According to Figure 2-3b, which of the following SBUs 13-month sales trend has declined
over the past few months?
A) Grand Total
B) Software
C) Circuitry
D) Electronics
E) Hardware
154) According to Figure 2-3b which of the following SBUs is currently exceeding its YTD
(year-to-date) revenue target?
A) Peripherals
B) Hardware
C) Circuitry
D) Software
E) Grand Total
155) According to Figure 2-3b, which of the following SBUs has the YTD revenue compared to
its target?
A) Hardware
B) Electronics
C) Software
D) Peripherals
E) Grand Total
Figure 2-3c
156) According to Figure 2-3c, which of the following states has the highest number of monthly
website visits?
A) Illinois
B) Texas
C) California
D) Florida
E) Washington
157) The primary purpose of a marketing metric is to
A) assign qualitative values to quantitative data.
B) allow the sharing of information across product lines.
C) measure the quantitative value of a marketing activity.
D) forecast potential product/service opportunities over a period of five years.
E) provide a numerically precise measurement of management judgment for an industry's
growth.
158) Data visualization
A) is the visual computer display of the essential information related to achieving a marketing
objective.
B) is a road map for the marketing activities of an organization for a specified future time period.
C) is the process of continuously collecting information about customers' needs, sharing this
information across departments, and using it to create marketing metrics.
D) is a measure of the quantitative value or trend of a marketing activity or result.
E) presents information about an organization's marketing metrics graphically so marketers can
quickly spot deviations from plans and take corrective actions.
Ben & Jerry's Marketing Dashboard (Dollar Sales and Market Share)
159) Consider the Ben & Jerry's Dollar Sales and Market Share graph. A marketing manager for
Ben & Jerry's notices that dollar sales for 2017 were $240 million and in 2018 they were $250
million. What was the formula used to calculate the dollar sales for each of these two years?
A) Dollar sales ($) = Average price × Quantity manufactured in each year.
B) Dollar sales ($) = Average cost of goods sold – Fixed costs in each year.
C) Dollar sales ($) = Average price – Shrinkage rate in each year.
D) Dollar sales ($) = Average price × Quantity sold in each year.
E) Dollar sales ($) = Average cost of goods sold – Variable costs in each year.
160) Consider the Ben & Jerry's Dollar Sales and Market Share graph. A marketing manager for
Ben & Jerry's notices that dollar market share for 2017 was 18.4 percent and for 2018 it was 20.0
percent. What simple formula was used to calculate the dollar market share percentages for each
of these two years?
A) Dollar market share (%) = Ben & Jerry's sales ($)/Total industry sales, including Ben &
Jerry's sales ($).
B) Dollar market share (%) = Total industry sales, including Ben & Jerry's sales ($)/Ben &
Jerry's sales ($).
C) Dollar market share (%) = Total industry sales, including Ben & Jerry's sales ($)/Ben &
Jerry's unit sales (#).
D) Dollar market share (%) = Total industry sales, including Ben & Jerry's sales ($)/Ben &
Jerry's net profit ($).
E) Dollar market share (%) = Ben & Jerry's sales ($)/Gross domestic product ($).
161) An organization's special capabilities, including skills, technology, and resources that
distinguish it from other organizations and provide customer value, are referred to as
A) points of differences.
B) sustainable advantages.
C) core values.
D) points of similarity.
E) competencies.
162) An organization's competencies include all of the following except which?
A) profit
B) customer service
C) technologies
D) resources
E) employee skills
163) Rhone-Poulenc is an international French company that produces and markets a variety of
chemicals and pharmaceuticals. Due to the resources it makes available to its scientists and
researchers, the company has a number of Nobel Prize winners working in its laboratories. This
ability to employ some of the finest minds in the world is an example of a
A) point of similarity.
B) competency.
C) sustainable advantage.
D) product development strategy.
E) human resource strategy.
164) Designing a car is expensive and time-consuming even with the use of computers because
of the difficulty of getting all the varied departments to work together. Mercedes-Benz created a
unique centralized web-based system that cuts the design and production process by at least two
years, thus providing customer value. This is an example of
A) a point of similarity.
B) an innovation-oriented mission.
C) an action program.
D) an operational goal implementation.
E) a competency.
165) Evergreen Air Center is the world's biggest parking lot for unwanted aircraft. Airlines pay a
monthly fee from $750 to $5,000 to mothball their unneeded airplanes there. Its location is on
1,600 acres of Arizona desert near Tucson. The Southwest climate of dry, warm air serves as a
cheap and effective airplane preservative against rust. Evergreen's location is
A) a competency.
B) a sustainable advantage.
C) a competitive identity.
D) a core benefit proposition.
E) an innovative distinction.
166) The numeric information displayed in Figure 2-3c above allows the viewer to quickly
identify which states and even regions have the most monthly website visits, which is a form of
A) market segmentation.
B) data visualization.
C) diversification analysis.
D) business modeling.
E) portfolio analysis.
167) A unique strength relative to competitors that provides superior returns, often based on
quality, time, cost, or innovation, is referred to as a
A) creative advantage.
B) marketing edge.
C) distinctive competency.
D) competitive advantage.
E) core benefit.
168) Weight Watchers is a weight-management company with operations in about 30 countries.
Consumers buy almost $5 billion of Weight Watchers-branded products each year, and every
week approximately 1.3 million people attend Weight Watchers meetings. The company's brand
recognition and meeting infrastructure are difficult for competitors to match, providing a
A) viable mission.
B) competitive advantage.
C) tactical innovation.
D) core benefit.
E) sales orientation.
169) St. Jude Medical makes cardiovascular medical devices, including the world's most widely
used mechanical heart valve. Its products include tissue heart valves, pacemakers, and
implantable cardiovascular defibrillators. St. Jude's innovation in cardiac devices helps it
outperform rivals, and thus provides it with a
A) competitive advantage.
B) set of core values.
C) core benefit proposition.
D) marketing edge.
E) viable mission.
170) Netflix is a company that rents DVD movies and television programming either by mail or
streaming over the Internet. It faces many competitors, but continues to grow both in the United
States and abroad. Netflix now has around 47 million subscribers in the United States out of 82
million worldwide. Part of what has driven success in recent years is its original content, with
shows like Stranger Things and 13 Reasons Why, popular programming that cannot be seen
elsewhere. Its original content provides Netflix's
A) viable mission.
B) competitive advantage.
C) tactical innovation.
D) core benefit.
E) sales orientation.
171) Men's Wearhouse caters to the man who doesn't necessarily enjoy shopping. Its stores are in
free-standing locations (not inside the mall) so customers can get in and out quickly.
Additionally, Men's Wearhouse targets the budget-conscious consumer with suit prices ranging
from $150 to $850. The location of its stores and its pricing strategy both are part of Men's
Wearhouse's
A) competitive advantage.
B) core values.
C) core benefit proposition.
D) marketing edge.
E) viable mission.
172) The online retailer Lands' End communicates a remarkable commitment to its ________
with these unconditional words: "Guaranteed.
A) competitive advantage
B) core values
C) core benefit proposition
D) customers
E) mission statement
173) Lands' End is primarily known as a catalog clothing retailer. This means that traditional
department stores, mass merchandisers, specialty shops, and other catalog retailers are
considered to be Lands' End's
A) consideration set.
B) industry.
C) competitors.
D) target market.
E) stakeholders.
174) Which of the following best describes the principal or direct competitors to Lands' End, the
catalog and online clothing retailer?
A) all Internet retailers
B) other Internet retailers that sell primarily clothing
C) all other lifestyle brands
D) other clothing retailers, both online and store-only
E) other retailers that began selling with catalogs
175) Two commonly used techniques to aid managers with important decisions for setting a
direction and allocating resources include ________ and ________ analysis strategies.
A) micromarketing; macromarketing
B) business portfolio; diversification
C) investment; divestment
D) dashboards; metrics
E) subjective; objective
176) The Boston Consulting Group uses ________ to quantify performance measures and
growth targets to analyze its clients' strategic business units (SBUs) or offerings as though they
were a collection of separate investments.
A) target marketing
B) synergy analysis
C) market-product grids
D) business portfolio analysis
E) diversification analysis
177) The Boston Consulting Group uses business portfolio analysis to quantify performance
measures and growth targets to analyze its clients' strategic business units (SBUs) or offerings
A) as if each were a separate investment.
B) to establish their worth to society at large.
C) to determine which would be suited for a SWOT analysis.
D) to determine which units are candidates for diversification analysis.
E) to determine which units can be divided into smaller, tactical business units.
178) Business portfolio analysis refers to
A) a tool that helps a firm search for growth opportunities from among current and new markets
as well as current and new products.
B) a technique that managers use to graphically track their firm's strategic business units as
though they were a single expense in order to identify cost-cutting measures.
C) a technique that managers use to quantify performance measures and growth targets to
analyze their firm's strategic business units as though they were a collection of separate
investments.
D) an analysis that uses percentage points of market share as the common basis of comparison to
allocate marketing resources effectively for different product lines within the same firm.
E) a tool that seeks opportunities by finding the optimum balance between marketing efficiencies
versus R&D-manufacturing efficiencies.
179) A technique that managers use to categorize strategic business units as question marks,
stars, cash cows, or dogs is referred to as
A) an investment (ROI) analysis.
B) a synergy analysis.
C) a marketing audit.
D) a diversification analysis.
E) a business portfolio analysis.
180) The purpose of business portfolio analysis is to
A) add or delete product line and brand extensions.
B) search for growth opportunities from among current and new markets as well as current and
new products.
C) alter a product's characteristic, such as its quality, performance, or appearance, to increase its
value to customers and increase sales.
D) determine which strategic business unit or offering generates cash and which one requires
cash to fund the organization's growth opportunities.
E) seek opportunities by finding the optimum balance between marketing efficiencies versus
R&D-manufacturing efficiencies.
181) In the Boston Consulting Group (BCG) business portfolio model for analysis of a firm's
strategic business units, or SBUs, the vertical axis reflects
A) market growth rate.
B) marketing efficiencies.
C) industry attractiveness.
D) market segment size.
E) relative market share.
182) In the Boston Consulting Group (BCG) business portfolio model for analysis of a firm's
strategic business units, or SBUs, the horizontal axis reflects
A) market growth rate.
B) marketing efficiencies.
C) industry attractiveness.
D) market segment size.
E) relative market share.
183) In the BCG business portfolio model, a relative market share of 10× at the left end of the
scale on its horizontal axis means that the SBU has 10 times the share of its largest competitor,
whereas a relative market share of 0.1× at the right end of the scale on its horizontal axis means
that
A) the SBU has only 10 percent of the share of its average competitor.
B) the SBU has 100 percent of the share of its largest competitor.
C) the growth rate between the SBU and the next largest competitor is actually identical.
D) the SBU has only 10 percent of the share of its largest competitor.
E) the industry growth rate is declining.
184) All of the following are names the Boston Consulting Group (BCG) has given to describe
the four quadrants in its growth-share matrix except which?
A) dogs
B) stars
C) sloths
D) cash cows
E) question marks
185) The Boston Consulting Group (BCG) has given specific names and descriptions to the four
resulting quadrants in its growth-share matrix based on the amount of cash they generate for or
require from the organization. Cash cows are SBUs that are classified as having
A) high market growth rates and high relative market shares.
B) low market growth rates but high relative market shares.
C) low market growth rates and low relative market shares.
D) high market growth rates but low relative market shares.
E) medium market growth rates and medium relative market shares.
186) Strategic business units (SBUs) with dominant shares of slow-growth markets that provide
cash to cover the organization's overhead and to invest in other SBUs are referred to as
A) cash cows.
B) stars.
C) question marks.
D) dogs.
E) exclamation points.
187) Several years ago, Black & Decker purchased General Electric's small appliances product
line. Black & Decker purchased the line because it needed the cash generated from a product line
that had a dominant market share in the slow-growth small appliance industry. GE's small
appliances product line is most likely a ________ for Black & Decker.
A) dog
B) cash cow
C) question mark
D) camel
E) star
