International Business courses



Marketing Chapter 2 QuestionsWhich of these is NOT one of the four growth strategies?Market PenetrationMarket DevelopmentValue CreationProduct DevelopmentDiversificationA marketing strategy identifies which of the following The base on which to build a competitive advantageA related marketing mixA firm’s target marketAll of the aboveWhich of the following is a macro strategy for developing customer valueManagement excellenceOperational excellenceWorker excellenceMachine excellenceWhat are the three phases of a strategic plan?Planning, Implementing, ObservingPlanning, Leading, ControllingImplementing, Leading, ControllingPlanning, Implementing, ControllingHow do companies identify and evaluate opportunities for increasing sales and profits?Segmentation and Targeting Targeting, Positioning, and PlanningPositioning and TargetingSegmentation, Targeting, and PositioningPlanning and Positioning After developing its mission, a firm would perform a situational analysis using a SWOT analysis. What internal and external environment factors is this referring to?Strengths and Weaknesses; Opportunities and ThreatsStrengths and Weaknesses; Operation and Technology Supply Chain and Weaknesses; Organization and TimeStrengths and Worth; Organization and ThreatsSales and Workforce; Opportunities and ThreatsExcellent customer service helps build:Sustainable competitive advantageCompetition Customer liability programsMarketing strategy____ is achieved through efficient operations, excellent supply chain, and human resource management.Product excellenceCustomer excellenceOperational excellenceLocational excellence______ involves the study of consumers based on lifestyle, and the attitudes and values that shape it.DemographicsGeographicsSituational analysisPsychographics A marketing plan includes which of the following?AppendixEvaluation and ControlSituation analysisImplementationAll of the above. Customer excellence is focused on:Efficient operations and human resource management Retaining loyal customer service and offering excellent customer serviceEffective branding and positioning Having a location for customers One’s firm competitive advantage makes it ____ for other firms to compete the same target customers Easier Harder Neither Firms must instill good service over the long time to consumers so it becomes part of the ____ and help retain loyal customers Marketing CultureOrganizational CulturePositional ProgramPromotional program Which of the 4 P’s include servicesPlacePricing PromotionProduct15. Which is not a product category included in the popular portfolio tool developed by the Boston Consulting Group?Cash CowsDriver PlantQuestion MarksDogsStars16. When target customers have a clear, distinctive, and desirable understanding of what the product or service does or represents relative to competing products or services, a firm has completed SWOT analysisPortfolio analysisMarketing PlanSTP process17. Starbucks is well known for their high density of stores established in certain markets. What type(s) of competitive advantage are they utilizing?Locational ExcellenceOperational ExcellenceProduct ExcellenceMultiple Sources of Advantage18. Which of the four growth strategies focuses on both the current markets AND the current products are servicesProduct DevelopmentMarket PenetrationDiversificationMarket Development19. The is a broad description of a company’s objectives and activities it plans to take.Mission statementSituation analysisMarketing strategyAppendix20. “A is a measuring system that quantifies a trend, dynamic, or characteristic.”Market segmentMetricStrategic business unitProduct line ANSWER KEY:C DBDDAACDEBABDBDABAB ................
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