Marketing Management - Iacobucci - Ch 4
In the SWOT analysis of a firm, which of the following is an example of a threat? a. Restrictions imposed by the government on the use of kids in ads b. Lack of ability to retain entry level marketers c. Failure to renew a contract with its primary supplier d. Lack of effort to cash in on a growing product segment
A
The figure is an example of a ________. a. Gantt chart b. perceptual map c. histogram d. PERT chart
B
In context of SWOT analysis, which of the following reflects the difference between strengths and opportunities? a. Strengths depend on the B2B products of a firm, while opportunities depend on the B2C products of a firm. b. Strengths relate to the tangible products of a firm, while opportunities relate to the intangible services of a firm. c. Strengths relate to the internal factors of a firm, while opportunities relate to the external factors of a firm. d. Strengths depend on the entire functioning of the firm, while opportunities depend on the functioning of a specific department in the firm.
C
In the SWOT analysis of a firm, which of the following explains the difference between weaknesses and threats? a. Weaknesses are dependent on subliminal characteristics of a firm, while threats are dependent on perceptual fluency characteristics of a firm. b. Weaknesses relate to a firm's inability to satisfy customers' physiological needs, while threats relate to a firm's inability to satisfy customer's social needs. c. Weaknesses are dependent on micro-environment characteristics of a firm, while threats are dependent on macro-environment characteristics of a firm. d. Weaknesses relate to the segmenting process of a firm, while threats relate to the positioning process of a firm.
C
In the SWOT analysis of a firm, which of the following is an example of an opportunity? a. Method used to control the flow of raw materials b. Flexibility to adapt to constant internal change c. Explore the trend in an emerging economy d. Ability to attract the most efficient type of marketers
C
In the marketing framework, which of the following actions is implemented by a firm during the targeting process? a. Creating a product feature that differentiates the core product from its competitors. b. Educating the general public about its product's benefits. c. Assessing its product's alignment with a specific market segment. d. Giving out additional product information to a market segment.
C
In the SWOT analysis of a firm, which of the following is an example of a firm's strengths? a. A chance to diversify into an exclusive niche market segment. b. Potential of a firm in a diversified product line. c. An opening for the firm to add more products into its product line. d. A versatile and qualified R&D team in the firm.
D
In the SWOT analysis of a firm, which of the following is an example of a firm's weakness? a. Increase in the variable cost of the firm's primary raw material b. Two main competitors joining hands to evaluate an expansion opportunity c. Entry of a well known manufacturer into the firm's primary market segment d. High employee turnover over rate in the firm's marketing department
D
In the marketing framework, which of the following precedes targeting? a. Branding b. Positioning c. Promotion d. Segmentation
D
Typically, a firm creates a perceptual map by: a. analyzing its performances with respect to a successful historical data set. b. evaluating its corporate strengths against absolute measures. c. assessing its performances against a set of performance standards. d. assessing its corporate strengths relative to its competitors.
D
In the SWOT analysis of an organization, opportunities and threats characterize the organization itself. a. True b. False
False
In the SWOT analysis of an organization, strengths and weaknesses are said to be considerations external to the organization. a. True b. False
False
Assessing the current set of brand personalities is one of the aspects of evaluating the strategic fit of a firm. a. True b. False
True
Perceptual maps show customers' perceptions of a firm's strengths with respect to its competitors. a. True b. False
True
Typically, products' benefits and attributes are whittled down to price and quality. a. True b. False
True
