37) A board of directors of an organization
A) represents the functional level.
B) oversees the three levels of strategy.
C) represents the corporate level.
D) represents the CEO.
E) represents the strategic business unit level.
38) The level in an organization where top management directs overall strategy for the entire
organization is referred to as the
A) corporate level.
B) functional level.
C) directive level.
D) strategic level.
E) tactical level.
39) The corporate level refers to the level in an organization where top management
A) develops marketing strategies and tactics for the marketing department to implement.
B) directs overall strategy for the entire organization.
C) executes all marketing program actions to ensure consistency of performance.
D) develops overall sales projections not only for the short term but also for a period of at least
two to five years.
E) supervises the hiring, firing, and training of all marketing department personnel.
40) The CEO of an organization
A) is usually at the strategic business unit level.
B) is usually a member of the board of directors.
C) outranks the corporate level.
D) does not oversee the daily operations.
E) is typically also the CMO.
41) The highest-ranking person in an organization who oversees the organization’s daily
operations and spearheads its strategy planning efforts is often referred to as
A) the corporate executive overseer.
B) the chief executive officer.
C) the corporate executive official.
D) the chief marketing officer.
E) the coordinating executive official.
42) Bill McDermott is the CEO of SAP, which is a company that sells expensive enterprise
resource planning software to large and mid-sized companies. McDermott operates at the
________ level of his organization.
A) business unit
B) functional
C) corporate
D) strategic
E) tactical
43) Overseeing strategic marketing efforts at the corporate level would most likely be the
responsibility of the
A) CEO.
B) CMO.
C) CPM.
D) CPO.
E) COO.
44) In recent years, many large firms have changed the title of the head of marketing from vice
president of marketing to
A) chief executive officer.
B) corporate marketing official.
C) coordinating marketing officer.
D) chief marketing officer.
E) corporate marketing executive.
45) A strategic business unit (SBU) refers to
A) a single product or service identification code used to identify items for strategic marketing
planning purposes.
B) a small number of people from different departments in an organization who are mutually
accountable to accomplish a task or common set of performance goals.
C) a strategic product that has a unique brand, size, or price.
D) a privately owned franchise under the auspices of a larger group or organization bearing the
same name.
E) a subsidiary, division, or unit of an organization that markets a set of related offerings to a
clearly defined group of customers.
46) A subsidiary, division, or unit of an organization that markets a set of related offerings to a
clearly defined group of customers is referred to as a
A) strategic business unit.
B) strategic industry level.
C) private corporation.
D) product grouping.
E) marketing department.
47) The level at which managers set a more specific strategic direction for their businesses to
exploit value-creating opportunities is referred to as the
A) marketing department level.
B) strategic business unit level.
C) corporate level.
D) functional level.
E) board of directors level.
48) The strategic business unit level
A) works most directly with the organization’s target customers.
B) directs the overall strategy for the organization.
C) is most likely to change substantially over time.
D) provides more end-user analysis in order to design more customer-directed products.
E) defines a more specific strategic direction to exploit value-creating opportunities.
49) Which of the following statements regarding an organization’s strategic business unit level is
most accurate?
A) The strategic business unit level is the level that works most directly with an organization’s
targeted customers.
B) The overall strategy for the organization is directed at the strategic business unit level.
C) In the most complex organizations, the corporate level and the strategic business unit level
may merge.
D) More end-user analysis is provided at the strategic business unit level than at the functional
level.
E) The strategic direction is more specific at the strategic business unit level than at the corporate
level.
50) The specialists within an organization who actually create value are usually a member of the
A) strategic business unit level.
B) functional level.
C) corporate level.
D) board of directors.
E) CMO.
51) Each strategic business unit has marketing and other specialized activities (e.g., finance,
manufacturing, or research and development) at the ________ level.
A) strategic
B) corporate
C) functional
D) business unit
E) compartmental
52) The functional level in an organization is where
A) groups of specialists actually create value for the organization.
B) employees perform assigned tasks without actually having input into the decision making
process.
C) all financial outlays are made.
D) all company hiring and firing occurs.
E) the strategic planners in SBUs make all decisions regarding which product benefits will be
promoted during a promotional campaign.
53) At the functional level, the organization’s strategic direction becomes
A) much more manageable since its offerings have been finalized.
B) the most specific and most focused in terms of implementing the company’s goals.
C) broader since for less complex firms, the corporate and functional levels may merge.
D) more general to avoid the “not invented here syndrome” that could result in missed
opportunities.
E) the sole responsibility of the CEO.
54) Which of the following statements would most likely be heard at the functional level of an
organization?
A) “We need to divest our Canadian operations that are performing poorly.”
B) “How large a budget can we allot to the marketing department?”
C) “We plan to implement a Facebook advertising initiative within 90 days.”
D) “We should hire the most culturally diverse cross-functional team possible in order to
generate the best new-product ideas.”
E) “What dividends should we pay stockholders next quarter?”
55) Specialized functions such as marketing and finance are generally referred to as
A) cross-functional teams.
B) managerial groups.
C) divisions.
D) departments.
E) strategic business units.
56) The key role of marketing includes
A) supporting the board of directors.
B) operating at the corporate level.
C) looking outward by listening to customers.
D) managing executives.
E) delivering strategic business decisions.
57) At the functional level, the marketing department
A) solicits talent from all levels of the organization for strategic corporate planning sessions.
B) promotes its goals to the organization’s stakeholders.
C) looks outward, in part by listening to customers.
D) develops the corporate culture.
E) defines the overall strategic direction of the organization.
58) A key role of the marketing department is to “look outward.” This is accomplished by
A) allocating financial resources across strategic business units.
B) communicating the vision of the marketing department forcefully enough to be incorporated
into the overall mission of the company.
C) forming cross-functional teams to help solve the organization’s marketing problems.
D) implementing new accounting regulations passed by legislators.
E) listening to customers in order to inform decisions for developing and producing offerings.
59) Groups of a small number of people from different departments in an organization who are
mutually accountable to accomplish a task or a common set of performance goals are referred to
as
A) designated teams.
B) strategic business units.
C) cross-functional teams.
D) business committees.
E) venture squads.
60) Cross-functional teams refer to
A) members of an organization who have been trained in multiple disciplines so they can easily
move from one job to another as needed.
B) situations where two departments within the same company have opposing views about how a
product should be developed and managed.
C) departments within an organization that carry out multiple functions due to financial
constraints within the company.
D) a small number of people from different departments in an organization who are mutually
accountable to accomplish a task or a common set of performance goals.
E) departments within an organization that manage the same product with distinctly different
marketing programs to reach different target markets.
61) When a company is developing new offerings, marketing may provide staff to serve as part
of ________, joining a few others from different departments who are mutually accountable to
this task.
A) a cross-functional team
B) a department
C) a strategic business unit
D) an organization
E) a business consortium
62) On the northern tip of Goose Island in the Chicago River sits the William Wrigley Jr.
Company’s Global Innovation Center. Here, Wrigley creates new products using a joint effort by
some 250 full-time food scientists, researchers, and marketers. The people who work in this
center are most likely members of
A) an innovation squad.
B) a business consortium.
C) a multiple strategic directional team.
D) a strategic evaluation team.
E) a cross-functional team.
63) IBM regularly creates what it calls global action teams, which take people from functional
groups and bring them together to work on large client projects. These global action teams are a
type of
A) innovation group.
B) business consortium.
C) tactical group.
D) SWOT team.
E) cross-functional team.
64) Successful organizations must be forward-looking, which includes the ability to
A) develop strategies based on those that were successful in the past.
B) be backward-looking, examining the past carefully to learn from mistakes.
C) anticipate future events and respond quickly and effectively.
D) hire the most culturally diverse team possible in order to generate the best new ideas.
E) involve all stakeholders of the organization when defining its business mission.
65) In general, a visionary organization asks which three types of questions to specify its
foundation, set a direction, and formulate strategies?
A) why, when, where
B) what, by whom, how
C) how, when, where
D) why, what, how
E) who, why, when
66) Which of the following is one of the key elements of a visionary organization?
A) set financial goals
B) set a direction
C) establish detailed marketing tactics
D) assign job responsibilities
E) establish an organizational chart
Figure 2-2
67) In Figure 2-2, Box A represents the “why” element of visionary organization. This is referred
to as
A) organizational foundation.
B) organizational tactics.
C) organizational mission.
D) organizational direction.
E) organizational strategies.
68) In Figure 2-2, B represents the “what” element of visionary organization. This is referred to
as
A) organizational tactics.
B) organizational mission.
C) organizational foundation.
D) organizational direction.
E) organizational strategies.
69) In Figure 2-2, C represents the “how” element of visionary organization. This is referred to
as
A) organizational tactics.
B) organizational mission.
C) organizational foundation.
D) organizational direction.
E) organizational strategies.
70) The philosophical reason for an organization’s existence is referred to as its organizational
A) strategy.
B) direction.
C) foundation.
D) goal.
E) business.
71) An organization’s foundation can be broken into three key elements:
A) products, services, and ideas.
B) business definition, long-term goals, and short-term objectives.
C) board of directors, top management, and stakeholders.
D) corporate-level strategies, SBU-level strategies, and functional-level strategies.
E) core values, mission or vision, and organizational culture.
72) An organizational foundation
A) specifies the organization’s goals.
B) defines the business that the organization is in.
C) empowers stakeholders to have a voice in the strategic marketing process.
D) is the organization’s philosophical reason for being—why it exists.
E) is the company, its product, and its customers.
73) An organization’s foundation includes all of these except which?
A) organizational culture
B) business definition
C) vision
D) core values
E) mission
74) An organization’s foundation includes which of the following?
A) organizational culture
B) business definition
C) goals
D) strategic levels
E) offerings
75) 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