Reference no: EM133378363
Questions
1. Which of these would NOT be a useful metric for evaluating a company's marketing performance?
Purchase intent
Share of shelf space
Gross rating points
Sales volume
Unemployment rate
2. Why are the elements of the marketing mix considered tactical efforts rather than strategic?
They are easily outsourced and therefore not of strategic importance.
They define the specific way the firm will deliver on the strategic promise of the value proposition.
They don't offer any opportunity for competitive differentiation.
They are implemented by nonmanagerial employees.
They are so routinized in most industries that upper management doesn't pay much attention to them.
3. Which of these reflects an important strategic planning responsibility for corporate headquarters?
Directing product advertising
Managing business unit product research
Resolving resource conflicts within product categories
Overseeing product launches
Allocating resources to the various business units
4. Which of these is an important limitation of the traditional Four Ps model of marketing planning?
It doesn't include pricing.
It doesn't work for intangible product offerings.
It regards brand as part of the product, rather than as a separate entity.
It is difficult to remember.
It combines communication and distribution as one element.
5. In response to increasing competition from online retailers, how have traditional brick-and-mortar retailers such as Walmart modified their marketing plans?
Shifting to online-only sales
Changing their names
Becoming multichannel retailers
Cutting advertising to reduce variable costs
Undercutting other brick-and-mortar retailers on price
6. Which of these was indicated in the chapter as a reason for the success of Amazon, Google, Netflix, Salesforce, Uber, and Express Scripts?
Capitalizing on new technologies for crowdsourced messaging
Buying out fledgling competitors to block new market entrants
Taking advantage of new tax laws that spurred technology investment
Recognizing the benefits of new technologies and realigning their business models
Setting "stretch" goals that motivated employees to high achievement
7. Which of these is NOT a top priority when it comes to strategic planning?
Assessing the company's position in its chosen markets
Assessing the market's growth rate
Maximizing inventory turnover
Developing a viable business model
Managing the company's businesses as an investment portfolio
8. Which of these is the BEST definition of a company's competitors?
Firms that have traditionally been the company's strongest competitors
Firms that aim to fulfill the same needs of the same customers
Any firms that seek economic value from the same target customers
Firms recognized to participate in the same industry sectors
Any firms that produce similar goods and services
9. What does G-STIC stand for?
Growth-Synergy-Teamwork-Ideation-Creativity
Goal-Strategy-Tactics-Implementation-Control
Growth Strategies, Tactics, and Investment Control
Goal-Strategy-Teamwork-Individualism-Creativity
Goal Synergy and Technology Implementation Control
10. Which of these represents the marketing offering?
The marketing mix
The actual good that the company deploys in order to fulfill a particular customer need.
A sales proposal designed to promote the ability to fulfill a particular customer need.
The optimal value proposition
A company's initial stock offering