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261) Consider Figure 2-7. 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
262) Consider Figure 2-7. 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
263) Quadrant A in Figure 2-7 represents a(n) ________ in a SWOT analysis.
A) threat
B) weakness
C) strength
D) opportunity
E) market segment
264) Quadrant B in Figure 2-7 represents a(n) ________ in a SWOT analysis.
A) threat
B) weakness
C) strength
D) opportunity
E) market segment
265) Quadrant C in Figure 2-7 represents a(n) ________ in a SWOT analysis.
A) threat
B) weakness
C) strength
D) opportunity
E) market segment
266) Quadrant D in Figure 2-7 represents a(n) ________ in a SWOT analysis.
A) threat
B) weakness
C) strength
D) opportunity
E) market segment
267) 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.
268) 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.
269) 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
270) 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
271) 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.
272) In a marketing context, goal setting involves specifying measurable ________ to be
achieved.
A) marketing metrics
B) marketing objectives
C) marketing tactics
D) marketing plans
E) protocols
273) 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.
274) 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.
275) 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
276) The marketing program, Step 3 in the strategic planning process, answers which question?
A) who
B) what
C) when
D) why
E) how
277) The ________ element of the marketing mix includes features and packaging.
A) product
B) price
C) promotion
D) place
E) people
278) The ________ element of the marketing mix includes discounts and allowances.
A) product
B) price
C) promotion
D) place
E) people
279) The ________ element of the marketing mix includes personal selling and advertising.
A) product
B) price
C) promotion
D) place
E) people
280) The ________ element of the marketing mix includes outlets and transportation.
A) product
B) price
C) promotion
D) place
E) people
281) 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.
282) 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.
283) 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.
284) 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.
285) 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
286) 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
287) 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
288) 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
289) 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.
290) An action item list refers to an aid to implement a marketing plan that consists of four
columns, including which of these?
A) the person responsible to complete a task
B) the budget
C) the product or service
D) the points of difference
E) the promotional message
291) 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
Figure 2-10
292) Figure 2-10 is known as a ________, which is helpful for scheduling activities when some
must be completed before others can begin.
A) market-product grid
B) project schedule
C) Plan-A-Gram
D) Gantt chart
E) sales response function
293) Which of the following tasks shown in Figure 2-10 must be done sequentially rather than
concurrently?
A) 1 and 2
B) 2 and 3
C) 3 and 4
D) 5 and 7
E) 6 and 7
294) The key to all scheduling techniques is to
A) avoid scheduling tasks that can be done concurrently.
B) avoid tasks that must be done sequentially.
C) make sure to allow a 20 percent delay factor to account for contingencies.
D) assign responsibility for end results to the entire group rather than a single individual.
E) distinguish tasks that must be done sequentially from those that can be done concurrently.
295) A marketing ________ is defined as the means by which a marketing goal is to be achieved,
usually characterized by a specified target market and a marketing program to reach it.
A) plan
B) tactic
C) strategy
D) concept
E) action
296) A marketing strategy refers to
A) the means by which a marketing goal is to be achieved, usually characterized by a specified
target market and a marketing program to reach it.
B) the tactical decisions made to implement the marketing program.
C) a technique to quantify performance measures and growth targets of a firm's strategic
business units (SBUs).
D) a road map for the marketing activities of an organization for a specified future time period,
such as one year or five years.
E) the detailed day-to-day operational decisions.
