Marketing Chpt 2
(B) False
Conducting a SWOT analysis comes immediately before the establishment of corporate and business-unit strategies. (A) True (B) False
(D) Mission statement
Google has written down the following: "to organize the world's information and make it universally accessible and useful." This is most likely a part of Google's _______. (A) Marketing objective (B) Strengths (C) Marketing plan (D) Mission statement (E) Corporate strategy
(B) Corporate identity
Southwest is known for its culture of "luv" and its fun-loving approach. This is an example of which of the following? (A) Marketing objective (B) Corporate identity (C) Corporate strategy (D) Corporate mission (E) Business-unit strategy
(B) False
The marketing implementation section of the marketing plan outlines how the company will achieve its objectives (A) True (B) False
(D) Organizational mission and goals
The strategic planning process begins with _______. (A) Business-unit strategies (B) Marketing objectives (C) SWOT analysis (D) Organizational mission and goals (E) Finance objectives
(D) Corporate identity
The unique symbols, personalities, and philosophies that support all corporate activities including strategic planning and marketing are best described as _______. (A) SWOT analysis (B) Market share (C) Corporate strategy (D) Corporate identity (E) Mission program
(A) Strategic planning
Through the process of _______ a company establishes an organizational mission and formulates goals, a corporate strategy, marketing objectives, and a marketing strategy. (A) Strategic planning (B) Market planning (C) Corporate planning (D) Marketing implementation
(B) Threats
When conducting a SWOT analysis, which of the following are barriers that could prevent an organization from reaching its objective? (A) Market opportunity (B) Threats (C) Weaknesses (D) Opportunities (E) Strengths
(A) Market opportunity
When the right combination of circumstances and timing permits an organization to take action to reach a particular target market, there exists a(n) _______. (A) Market opportunity (B) Weakness (C) Core competencies (D) Competitive advantage (E) Strategic window
(C) Market development
Which of the following competitive growth strategies strives to increase sales of current products in new markets? (A) Market penetration (B) Market share (C) Market development (D) Product development (E) Diversification
(C) Business analysis
Which of the following is NOT a component of the marketing plan? (A) Marketing implementation (B) Marketing strategies (C) Business analysis (D) SWOT analysis (E) Executive summary
(E) Establishing a timetable for implementation
Which of the following is NOT one of the steps in strategic performance evaluation? (A) Comparing actual performance with established standards (B) Measuring actual performance (C) Modifying the marketing strategy, if necessary (D) Establishing performance standards (E) Establishing a timetable for implementation
(A) Market growth/market share matrix
Which of the following is based on the philosophy that a product's market growth rate and its market share are important considerations in determining marketing strategy? (A) Market growth/market share matrix (B) Product-market matrix (C) Mission-goal matrix (D) SWOT analysis (E) Sales analysis
(E) Marketing plan
Which of the following provides a uniform marketing vision for the firm and is the basis for internal communications? (A) Marketing strategy (B) Mission statement (C) Target market (D) Performance standard (E) Marketing plan
(B) Executive summary
Which of the following provides an overview of the entire marketing plan so that readers can quickly identify the key issues and their roles in the planning and implementation process? (A) SWOT analysis (B) Executive summary (C) Marketing implementation (D) Performance evaluation (E) Environmental analysis
