Ch. 2 Quiz

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A company can assess marketing ROI in terms of standard marketing performance measures such as brand awareness, sales, or market share.

True

A company can offer greater customer value by either charging lower prices than competitors of offering more benefits to justify higher prices.

True

A firm's marketing department must partner with other company departments to produce superior value for customers.

True

An organization's mission statement should emphasize its intentions toward customers and the customer experience the organization seeks to create.

True

Marketers must practice constant marketing control to ensure that objectives are attained.

True

Marketing ROI measures the profits generated by investment in marketing activities.

True

SBUs identified as cash cows need less investment than stars.

True

The product-market expansion grid, like the BGC matrix, is used to identify growth opportunities.

True

"At CL Online, we create customer connectivity, anytime, anywhere" is a product-oriented mission statement.

False

"At Dodson, we sell shoes" is a market-oriented business definition.

False

A company's customer value delivery network does not include members external to the organization.

False

An SBU can be a company division or a product line within a division, but not a single product or brand.

False

In a SWOT analysis, strengths and weaknesses refer to a firm's external environment, while opportunities and threats refer to the internal environment.

False

In the 4Ps of the marketing mix, promotion refers to advertising.

False

In the marketing mix, product refers to activities that communicate the merits of a product and persuade target customers to buy it.

False

Many SBUs start out as stars and move into the question mark category if they succeed.

False

Most firms begin the strategic planning process by developing detailed marketing and departmental plans that support a company-wide plan.

False

The growth rate of a strategic business unit that is classified as a star remains constant over time.

False

The position of a strategic business unit in the growth-share matrix typically remains constant over time.

False

Holiday Inn divided the total customer market into smaller segments and selected the most promising segments. Deciding what position it wants to occupy in these segments is called diversification.

Fasle


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