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Home
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Marketing and Corporate Strategies
Marketing and Corporate Strategies MCQs
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The corporate level is where top management directs:
all employees for orientation
its efforts to stabilize recruitment needs
overall strategy for the entire organization
overall sales projections
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Setting corporate goals provides:
performance targets for the entire organization
long term SBU orientation
mission allocation
objectives for specific individuals
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A corporate strategy consists of a consumer corporate ________:
goal
vision
forecast
venture team
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The ratio of sales revenue to total industry sales is a company’s:
sales ratio
market share
turnover
growth rate
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The business unit strategy has three major components:
mission, business, and SBU goals
marketing, advertising and pricing objectives
mission, business unit goals, and competencies
business mission, department mission, and daily plans
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A business unit goal is a _______ target the business unit sales to react in an effort to achieve its mission.
formal
performance
promotion
informal
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The Holiday Inn, Burlington statement, "If a customer has a need or want, we fill it." is an example of a:
Business unit goals
Marketing objectives
Business unit mission
Goal of a business segment
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A useful framework used to assess a company’s investments/divisions is called:
unit production analysis
corporate insight analysis
company productivity analysis
business portfolio analysis
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Cash cows are SBU’s that typically generate:
problems for product managers
paper losses in the long run
a lot of competition
large amounts of cash
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Business unit competencies should be distinctive enough to provide a(n):
clear understanding of who you want to lead the company
competitive advantage
opportunity to compete on a productivity basis
additional strategic mission
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TQM is a strategy that is designed to change the quality of a product to satisfy customer needs by using the concept of _________:
benchmarking
brainstorming
reverse brainstorming
product maintenance
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The functional departments, such as marketing respond to the corporate and business strategic directions by creating:
TQM ideas
SBU rules
BCG matrix designations
functional goals
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The strategic marketing process is how an organization allocates its marketing mix resources to reach its:
stated business ideas
potential
target markets
competition
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An effective short-hand summary of the situation analysis is a:
BCG analysis
SWOT analysis
SBU analysis
Competition analysis
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In the strategic marketing process, once you get results you go into the:
control phase
marketing plan
planning phase
marketing program
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Rollerblade had four market-product strategies to expand sales. They included (1) market penetration, (2) product development, (3) market development ...
current customer retention
defensive synergy
diversification
product simplification
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Aggregating prospective buyers into groups is called:
market stridulation
market segmentation
modeling
BCG matrix analysis
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A cohesive marketing mix consists of the product, promotion, price, and
personnel
production
advertising
place
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One key to effective implementation is setting:
schedule of events
deadlines
milestones
good managers in motion
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Kodak wasted $100 million launching its APS camera in 1997 because they could not stock store shelves and could not:
process film at enough locations during the launch
create enough product to sell
communicate effectively
get price down to needed levels
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A good, service, or idea consisting of a bundle of tangible and intangible attributes that can satisfy consumers is called a:
Nondurable good
durable good
product
commodity
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An item consumed in one or a few uses is called a:
consumer good
commodity
product
Nondurable good
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Products purchased by the ultimate consumer are called:
industrial goods
consumer goods
tangible goods
durable goods
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Consumer goods are classified as convenience, shopping, specialty and:
unsought
durable
Nondurable
consumer
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A consumer good that is usually expensive and is usually found in a very limited number of places, would be a:
convenience product
shopping product
consumer product
specialty product
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Burial insurance would be an example of what type of consumer good:
convenience
shopping
nondurable
unsought
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A major characteristic of industrial good is that their sales are often the result of:
derived demand
elastic demand
inelastic demand
unitary demand
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Items that are used in producing other goods and services are the second classification of industrial goods.
installation
accessory equipment
support goods
supplies
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According to the Consumer and Corporate Affairs Canada (CCAC), a product can be labelled new for how long?
indefinitely
three months
twelve months
six months
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Only minor changes in behavior constitute what kind of innovation?
interactive
dynamically continuous
discontinuous
continuous
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Products fail because of both marketing and nonmarketing factors. Which of the following is a nonmarketing factor?
insignificant "point of difference"
too little market attractiveness
poor execution of marketing mix
government restrictions are imposed
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Developing a successful new product may sometimes involve luck, but more often it involves having a product that has a significant product differences...
meets a need
is priced right
is well promoted
has good packaging
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The 1st stage of a new - product strategy development program could be:
market testing
development
business analysis
idea generation
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3M has been very successful in introducing new products. That success has been attributed to their use of:
research teams
development teams
cross-functional teams
well financed R&D department
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Companies often analyze consumer complaints or problems to discover:
derived customer demand
complimentary demand
what they are doing right
new product opportunities
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The scoring and evaluation stage of the new product process can be done:
internally or externally
by anyone
after the business analysis
before idea generation
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The last checkpoint before significant capital is invented in a prototype in the new product process is:
screening and evaluation
business analysis
development
market testing
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Often a product is developed and tested then:
commercialized
expect failure
insured
redesigned and tested again
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Test marketing for cars would probably take place in what city?
Vancouver
Toronto
Halifax
Kitchener
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The purpose of this stage is to "position and offer product in the market place" using perceptual maps and regional rollouts.
commercialization
market testing
business analysis
idea generation