Marketing Module 2 Exam

The two dimensions the BCG approach uses to evaluate and manage SBUs are ________.

market growth rate and relative market share

Which of the following groups is included in both a company's value chain and its value delivery network?

employees

Ferrari sells only 2,200 of its very high-performance cars in North America each year at very high prices. The company is appealing to a specific ________.

market segment

A ________ is purposeful, specifying what an organization wants to accomplish in the larger environment.

mission statement

In a SWOT analysis, which of the following would be considered a weakness of a company?

obsolete technologies used by the company

Design, packaging, service, and features are elements of the ________ component of a company's marketing mix.

product

Under Armour's decision to add athletic shoes to its apparel line in 2006 is an example of a ________ strategy.

product development

Traxx is a newly emerging shoe manufacturing company. After extensive market research, Traxx divides its market into professional athletes, "hobbyists" or amateur players, and people who wear shoes as part of their casual attire. Each category has its own needs, traits, and marketing goals. In this scenario, Traxx has engaged in market ________.

segmentation

According to the BCG matrix, products or businesses with a high market share in a high-growth market are classified as ________.

stars

Which of the following best describes a company's business portfolio?

the collection of businesses and products that make up the company