Ch. 2 Quiz
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
