MCQ BUS350. Market-Oriented Perspectives underline successful corporate business and marketing strategies. Corporate Strategy decisions and their MKT implications. Business strategies and their MKT implications. Understanding market opportunities . Measuring Mkt opportunities: Forecasting and MKT knowledge. Targeting attractive market segments. Differentiation and brand positioning.Marketing Strategies for new market entries. Strategies for growth markets. Strategic for mature & declining market. MKT strategies for the digital economy. Organizing and planning for effective implementation. Measuring and delivering marketing performance

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TOPIC 1 Market-Oriented Perspectives underline successful corporate business and marketing strategies 1. Which level of strategy provides direction on the company’s mission, the kinds of business ... it should be in and its growth policies? 2. What component of strategy involves detailing the desired levels of accomplishment on one or more performance dimensions over specified time periods for the organisation as a whole？ 3. What question needs to be specifically addressed while developing a business strategy 4. What is the primary focus of MKT strategy? 5. Which of the following falls within the scope of corporate strategy?’ 6. Which observation concerning market-oriented firms is correct? 7. Why are early entrants into newly emerging industries, particularly industries based on new tech, especially likely to be internally focused and not very market-oriented? 8. The tendency for firms to automatically continue strategies that were successful in the past, even though current market conditions are changing, is referred to as: 9. Product-oriented firms are likely to be 10 What characterises a market-oriented organisation? 11. Which of the following approaches characterises a production-oriented organization? 12. Doll attempted to maintain its long-standing low-cost position by reducing the number of technicians in its customer call centres. As a result, an increase of customers spent 30 minutes or more on hold before they found a technician to solve their problem This affected Dell’s customer satisfaction rating in the US and its sales and profit growth stagnated. This scenario highlights: 13 Identify the wrong statement concerning services: 14. E-tailers such as amazon and iTunes are examples of firms in this e-commerce category 15.Marketers have identified 4Cs critical to a good strategic marketing plan, Which of the following is not among them? 16. A distinct subset of people with similar needs, circumstances and characteristics that lead them to respond in a similar way to a particular product or service offering is known as: 17. Research indicates that the general influence of marketing managers on higher-level strategic decisions 18..The marketing concept was originally developed by: 19. Changes in the environment that are rapidly altering the way marketing strategies are planned include the following 20. What are the major parts to a marketing plan? 21. Market Orientation should genearlly be the main goal ORG because: 22. An MKT plan is vital for an ORG as the plan be regarded as: ---------------------------------------------------------------------------------------------------------------------- TOPIC 2: Corporate Strategy decisions and their MKT implications 1.What is not true of the criteria for defining a corporate mission 2. The most useful mission statements focus on being Standard accounting measures such as earnings per share or return on investment are 3. In expressing corporate objectives aimed at enhancing shareholder value, a firm combining the debt and market value of its stock and then subtracting the capital invested in the company is 4. Standard accounting measures such as earnings per share or return on investment are 5. A survey on customer feedback for an industrial paper company found that about 80 per cent of customers' satisfaction scores were accounted for because of order processing, delivery and post-sale services. This finding substantiates which of the following statements? 6. In expressing corporate objectives aimed at enhancing shareholder value, a firm combining the debt and market value of its stock and then subtracting the capital invested in the company is using the: 7. The profitability criterion is measured in terms of which of the following indexed? 8. A sustainable competitive advantage at the corporate level is based upon: 9.A company trying to increase its market share for current products is most likely to follow which strategies? 10 Amazon pursued a combination of actions such as making service improvements and cutting cost this is example of expansion by: 11. Telstra successfully entered the mobile phone market by initially targeting its landline customers, taking advantage of its extensive infrastructure and experience in telephony. This example illustrates the use of a: 12. Theatres, orchestras and other performing arts organisations often reach audiences outside major metropolitan areas by promoting matinee performances with lower prices and free public transportation to attract senior citizens and students Identify the strategy being employed in this case 13. A manufacturer is moving downstream in terms of product flow by launching a chain of retail outlets Which diversification strategy is being used by the company? 14. Faced with a decline in its current business, a generic drug manufacturer is planning a foray into design, and manufacture of relocatable modular structures Which diversification strategy is being employed by the company? 15. Which of the following is a limitation of the growth-share matrix? 16. Which of the following is a limitation of the growth-share matrix? 17. Cash cows are 18 Dogs are 20. Identify the incorrect statement concerning alternative portfolio models 21. In the industry attractiveness business position matrix : 22 Identify a limitation of value based planning 23. Which of the following are the least desirable from a firm’s portfolio management perspective? 24. A film’s ability to attract debt financing depends first and foremost on: 25. In the BCG matrix: 26. Amazon com’s substantial expenditures on warehousing and order fulfillment activities were investments that earned loyal existing customers. Strategy of : ---------------------------------------------------------------------------------------------------------------------- Topic 3 Business strategies and their MKT implications 1.Strategic business units: 2. Which of the following is not a dimension that defines the scope and mission of an individual SBU? 3. A firm ensures that no two SBUs within the firm compete for the same customers with similar products. Which SBU characteristic is being discussed here? 4. 3M consumer product group introduced Scotch-Brite Never Rust soap pads made from recycled plastic beverage bottles. Its objective was to capture a major share of the soap pad market and maximise Never Rust's volume growth. The firm's top managers approved a major investment in a new plant and a substantial introductory advertising budget. At the same time, the consumer group maintained high profitability goals for its other established products to provide the cash required for Never Rust's introduction and preserve the group's overall profit level. Identify the business strategy employed here. 5- According to Michael Porter, a business that avoids direct confrontation with its major competitors by concentrating on narrowly defined market niches is using the________strategy to gain and maintain a competitive advantage. 6. A business pursuing a prospector strategy: 7. Which business strategy is followed by a business that attempts to maintain a strong position in its core product market but also seeks to expand into new—usually closely related—product markets? 8. Businesses following a reactor strategy: 9. 42BELOW___a wheat vodka made by a small distillery in New Zealand___ has captured a share of the prestige segment of the market, especially hotels such as the Ritz in London and El Bulli in Spain. Identify the strategy used by the firm. 10. Which of the following observations is not tine of services? 11. The strategic decision to reposition Emirates as a global carrier is regarded as a threat to existing global carriers because: 12. A key strategic characteristic of Huawei is that 13. Considering scope, these businesses usually operate in broad and rapidly changing domains where neither the technology nor customer segments are well established 14. Which performance dimension is usually measured by the number of successful new products introduced relative to competitors or the percentage of sales accounted for by-products introduced within the last five years? 15. Which of the following best describes the effectiveness performance dimension? 16. Emerson Electric formed an operating group of several otherwise autonomous business units that make different types of electrical motors and tools. By sharing production facilities, marketing activities and a common sales force, the group was able to reduce the costs of both per-unit production and marketing Emerson Electric is trying to 17.Which environmental factor is conducive to the prospector strategy 18. The defender strategy is most useful 19. A policy of high service quality is essential for ______, as it offers a way to maintain a competitive advantage in well-established markets. 20. Identify the correct statement concerning the distribution policies. 21. When the Pillsbury Company rejected the proposal of their employee James D. Watkins that microwavablepackaged food was too risky, it was focused on defending its strong position in the marketplace through incremental line extensions and product improvements. This is typical of a(n): 22. Which of the following are most likely to be involved in a strategy of high forward vertical integration with regards to their distribution policies? 23. Emirates Airline has been classified as a differentiated analyser because: ---------------------------------------------------------------------------------------------------------------------- TOPIC 4: Understanding market opportunities 1.A(n)______is composed of individuals and organisations who are interested in, and are willing to buy, a good or service to obtain benefits that will satisfy a particular need. 2. A micro-level analysis of market and industry attractiveness is based on: 3. Identify a demographic trend that influences market attractiveness. 4. Marketers of such consumer services as health care, holiday accommodation and life insurance are capitalising on the general trend of an ageing population and are developing and implementing marketing strategies accordingly. What macro-environmental trend is acting as a catalyst here? 5.Identity a sociocultural environment trend that affects market attractiveness. 6. Each macro-environmental trend has a distinct impact on the consumer and industrial market. Identify the scenario where industries such as check-cashing outlets and pawn shops will face a tough time staying in business. 7. Deregulation: 8. The rise in production of products such as hybrid gas-electric vehicles, phosphate-free detergents and high-efficiency light bulbs is indicative of the impact of which of the following macro-environmental forces? 9.According to Porter's five competitive forces, rivalry among present competitors is greater under which of the following conditions? 10. Porter's five competitive forces model identifies rivalry among present competitors as one competitive force. According to this concept, why would the restaurant industry face greater rivalry? 11. The problem of overcoming a cost disadvantage becomes more difficult for existing firms that share their output with their related businesses: 12. The bargaining power of suppliers increases under all of the following conditions except: 13. A distribution agency was using facsimile machines to send and receive long-distance messages. This was replaced with an all-in-one printer, flatbed scanner, copier and fax device that allowed the agency to accomplish multiple tasks at the same price. For the manufacturer of the facsimile machines, this example represents the: 14. Most companies and most goods deliver generic category benefits when: 15. Opportunities are attractive at the micro level for the industry when the company meets which of the following tests? 16. Which of the following factors is considered a critical success factor in the case of retailing? 17. According to the opportunity/threat matrix, which of the following events should be closely monitored? 18. When large music record companies such as Sony, Warner Music and Universal decided that they would make thousands of songs available for download over the internet, this was a clear strategic response to changes in the: 19. What does it mean when firms create new market space? 20. Which one of the below is NOT a part of the three team domains? 21．Consumers are prepared to pay a premium for what they believe to be______ business practices. 22. A trend towards cashless shopping is due to advances within the________environment. 23. For a business operating within a specific industry, the bargaining power of suppliers is increased when: 24. In the context of analysing market opportunities, 'CSF' stands for________. 25. The growing tendency of businesses to champion their commitment to environmentally sustainable business practices is a result of changes and trends in the: ---------------------------------------------------------------------------------------------------------------------- TOPIC 5: Measuring Mkt opportunities: Forecasting and MKT knowledge 1.What term is used to refer to the size of current users who are already using a particular product at the time of forecast? 2. Which of the following statements is true of the top-down approach in sales forecasting? 3.Statistical methods are not recommended for new product managers charged with forecasting sales for a new product because: 4 Company A is a tyre manufacturer and uses factors like the number and age of vehicles currently on the road in the country, predictions of GDP for the region and other relevant factors to forecast market potential Which of the following methods is the one Company A uses for a more accurate forecast? 5.For which category of new products is the observational method of preparing an evidence-based forecast not possible? 6. Honeydew, a well-known confectionery, plans to introduce a walnut fudge candy. It asks some of its regular customers to sample it and provide their opinion. In this way, the management hopes to estimate the likely number of buyers for the product, if introduced in their store. Honeydew used the______ method of forecasting. 7. Which of the following observations is not applicable to the analogy approach of forecasting sales? 8. Which of the following is not a valid reason for the decline in the use of live test markets? 9. Diffusion of innovation theory allows: 10. The speed of the adoption process is based upon all of the following except: 11. The late majority are individuals who: 12. Nine West Retail Stores is an international operator of shoe specialty stores. Each week, all Nine West retail outlets receive information about the fastest and slowest selling items in terms of style and colour; merchandise category (e g. dress or casual); store, area or region; and for various time periods. This is an example of the use of: 13．Company A uses loyalty cards to track and analyse customer buying patterns and to offer customers coupons and incentives tailored to their buying behaviour. Which of the market knowledge systems does the company use? 14. What system of information collection best illustrates a marketing database? 15 Which of the following statements about competitive intelligence systems is incorrect? 16. Sales force automation software helps companies to: 17．The design, collection, analysis and reporting of research intended to gather data pertinent to a particular marketing challenge or situation is referred to as: 18. 'Primary data collected when cheaper and faster secondary data will do. Quantitative data collected without first collecting qualitative data/ These are examples of things that could go wrong in which step of the marketing research process? 19. Heavy deregulation in the Australian telecommunications industry has resulted in: 20. Which of the below is not a major evidence-based method for estimating market potential and forecasting sales? 21. Chain ratio calculations and indices are both examples of: 22. When estimating market potential using indices, 'BPI* stands for________: 23. Which of the following statements is correct?无答案 A. During the adoption process, interest occurs before trial. B. During the adoption process, potential buyers evaluate before developing interest. C. During the adoption process, trial is the last of the five stages. D. During the adoption process, consumers often evaluate before acquiring awareness. 24. Innovators typically account for approximately what percentage of all individuals who ultimately adopt a new product? 25. If you are generally the last person amongst your social group to purchase a new product, you would be regarded as a(n)________? ------------------------------------------------------------------------------------------------------------------- TOPIC 6: Targeting attractive market segments 1.Identity is the process by which a market is divided into distinct subsets of customers with similar needs and characteristics that led them to respond in similar ways to a particular product offering and marketing program. 2. Which of the following involves evaluating the firm's mission and capabilities to deliver what each segment wants, in order to choose which segments it will serve? 3. If in a certain country the population growth has slowed and more product markets are maturing, the result is most likely to be one of: 4 The competitive environment in some industries is witnessing developments such as build-to-order processes, mass-customisation of products and computer-aided design technology. What reason can be attributed to the rising importance of marketing segmentation in such an environment? 5．Which of the following is not an objective entailed in the market segmentation process? 6. All of the following are reasons why the segmentation criteria should describe the market segments clearly except: 7. Which of the following statements emphasises the impact of income in segmenting markets geographically? 8. Which of the following statements about geographic segmentation is incorrect? 9. Market segmentation: 10. Which of the following illustrations exemplifies behavioural segmentation? 11. Consumers evaluate product or brand alternative on the basis of desired characteristics and how valuable each characteristic is. This is referred to as the: 12. Principle-oriented consumers are consumers who 13. ------will influence a buyer to consider all transactions with a given supplier on a global basis, to emphasise cost savings and minimise risk. 14. Which of the following occurs when some element, such as price or delivery schedules, has changed in a client-supplier relationship? 15. All of the following are benefits managers gain from applying a common analytical framework across segments to evaluate the potential of alternative market segments except: 16. Which of the following marketing questions underlines the market attractiveness of a firm? 17. Possible shifts in customer needs and behaviour, the entry or exit of competitors and changes in their strategies are considered during this step of constructing a market-attractiveness-competitive-position matrix for evaluating potential target markets. 18. Identity the action point that a firm must take when the market attractiveness is moderate and the the competitive position is weak. 19. A key strategic issue in global market segmentation has been: A. to view a country as a single segment comprising all consumers, but this approach is seriously flawed 20. A strategy designed to avoid direct competition with larger businesses that are pursuing bigger segments is known as a: 21.The Nielsen PRIZM service is a tool used by market researchers to examine and identify which of the following? 22. Most successful entrepreneurial ventures target narrowly defined market segments at the outset because: D. doing so puts the nascent business in a position to achieve early success in a market segment that it understands particularly well ---------------------------------------------------------------------------------------------------------------------- TOPIC 7 Differentiation and brand positioning 1.Identify the incorrect statement concerning positioning 2. A company with a broad target aimed at gaining a competitive advantage through lower costs will use a 3. Physical positioning helps in all of the following ways except 4. Michael Porter identified three generic business strategies. These are 5. Michael Porters generic business strategies are based on two broad needs(attributes )and on the size of the market segment. The two broad attributes are 6. Identity a limitation of physical positioning 7. Which of the following is a characteristic of physical positioning? 8.Some people will pay considerably more for Bayer aspirin than for an unadvertised private label aspirin. even though they are essentially the same product. ' What does this statement signity? 9.Which of the following examples best illustrates perceptual positioning? 10. Marketing decision-makers, while seeking to win a particular position in a customer's mind, endow their product with various kinds of attributes. The speed of a computer system, the roominess of a car, and a product's or service's being user-friendly are examples of which type of categorisation based on such attributes? 11. A firm is considering introducing a new product category in a highly competitive environment. The marketers obtain customer perceptions of the now product concept relative to likely alternatives on various determinant attributes the new product may contain. Based on this, infer what step of the positioning process is the firm at? 12. Volvo's emphasis on safety, Toyotas emphasis on reliability and the Holden Monaro's promise of old magic and style in motoring highlight which determinant attribute? 13 'At Fidelity, you're not just buying a fund, a stock, or a bond-you're buying a better way to manage it. Identity the determinant attribute being used here 14. Which positioning concept is illustrated by a clothing manutacturer claiming that their shirts are made from organic cotton? 15. In entrepreneurial start-ups, there are two ongoing issues that are essential if whatever brand value that's been built is to be maintained and grown. These are 16 A bank positions itself using its deposit safety attribute. Why would this positioning not create an impact in the consumer's mind? 17. Identify the incorrect statement concerning the positioning grid. 18.British Leyland was formed through a series of mergers involving a number of British car manufacturers It did not have a clear identity because it was new and manufactured a vari iety of brands, including Rover, Triumph and Austin-Morris. Which constraint associated with an intense position does this example illustrate? 19. Customers are surveyed and asked their preferences among various real or hypothetical product configurations, each with attributes that are systematically vaned. This is an example of 20. Identify the limitation of product positioning analysis 21. Brand equity is the result of a firm's ability to 22. Parentage is a determinant attribute that relates to which of the following?无答案 A who makes the product and prior products B safety for children C strong brand equity and high levels of customer service D. None of the given answers are correct 23. Effective positioning assists in ---------------------------------------------------------------------------------------------------------------------- Chapter 8 Marketing Strategies for new market entries 1.Which of the following observations about pioneering firms is incorrect? 2. ____ is designed to obtain as much margin per unit as possible and also enables the company to recover its new product investments more quickly 3. What is the true of the introductory stage in a product life cycle? 4. The shake-out stage in a product life cycle is signalled by: 5. New-to- the-world products can be defined as: 6. These items may be moderately new to both the firm and the customers in its established product-markets 7. Which observation best describes new-to-the-world products? 8. To establish a foothold in a future new market, or pre-empt a market segment, a firm must introduce: 9. Improving or revising existing products, additions to existing product lines and cost reductions aim at achieving which of the following objectives. 10. Identify an advantage of follower strategies 11. The pioneer’s brand can become the standard of reference customers use to evaluate other brands, making it more difficult for followers to convince existing customers that their new brands are superior to the older and more familiar pioneer. Which advantage of being a pioneer does this explain? 12. Through product enhancement, Compaq captured a substantial share of the commercial PC market by developing faster and more portable versions of IBM’s original machine. This example illustrates Compaq’s ability to take advantage of the pioneer’s 13. Pioneers that are able to maintain their preeminent position well into the market’s growth stage have supported their early entry with one or more marketing strategy elements. Identify the strategy that allows firms to expand their volumes quickly and achieve the benefits of experience-curve effects before major competitors can confront them 14. Which of the following elements belongs to the successful late entrants’ market strategy? 15. Identify the firm characteristic of mass-market penetration for new product pioneers. 16. All the of following are true of firms adopting the niche penetration marketing strategy except: 17. Which of the following marketing programs is used by the niche penetration strategy to increase the customers’ ability to buy? 18. ____ is the simplest way to enter a foreign market because it involves the least commitment and risk. 19. Economists have noted how the value of a product or service can increase as more consumers adopt the product, in other words as the network increases. This is referred to as: 20. Pioneering firms often have distribution advantages over follower firms because 21. The communications task is to move the potential customers through the four main stages of: 22. For industrial products, the time required to develop awareness of a product’s uniqueness is often extensive. Therefore, firms selling industrial products usually engage in which of the following promotional activities? 23. IT innovation and entrepreneurialism resulting in development of ebay, facebook and google is associated with which geographic location? 24. The strength of Apple is mainly due to 25. “New” products are not all equally new. Booz Allen Hamilton suggests there are actually 6categories of new products 26. Products new to the company but not new to the market often present fewer challenges for R&D and product engineering. This strategy has been used effectively in the automobile sector by ___ car manufacturers ---------------------------------------------------------------------------------------------------------------------- (Chapter 9) Strategies for growth markets 1. All of the following are reasons why followers are attracted to rapidly growing markets except: 2.Conventional wisdom suggests growing markets present attractive opportunities for future profits because: 3.Which of the following is a marketing objective for share leaders？ 4.Identify a market leader’s action aimed at stimulating selective demand among later adopters 5.The marketing action of developing a product line with features that are more appealing to a specific segment of potential customers is characteristic of the: 6. Which of the following statements is associated with the fortress strategy? 7. A firm can implement any combination of the given strategies to maintain its leading share position. A firm can choose the preferred combination for a particular product market based on all of the following except: 8.Identify the primary objective of the confrontation share maintenance strategy 9.Which strategy has a market characteristic of a relatively homogeneous market in relation to customer needs and purchase criteria? 10. What action step must a leader take to improve customer satisfaction as competition enters, or prepares to enter the market? 11.Toyota Motors has introduced a new line of cars aimed at creating an appeal for young car buyers looking for good quality, funky designs and low-prices. Their intent is to protect their primary brands from direct competition in the same category and from low-price competitors . What is the strategy employed by Toyota? 12.A firm develops line extensions, new brands or alternative product forms utilising similar technologies to appeal to multiple market segments. Identify the strategy employed here 13.Strategic withdrawal strategy is best suited when: 14.What is the major marketing objective for followers？ 15.Attacking the leader within its primary target market involves which of the following strategies? 16.What strategy would a challenger be pursuing if its primary objective is to capture a modest share of repeat purchases in several market segments ? 17.The primary objective of encirclement strategy is to: 18.A leader is typically 19.A firm develops differentiated product offerings targeted at one large or several smaller segments in which no competitor currently holds a strong position. What strategy is being used here ? 20.When growth in the personal computer (PC) market slumped in 2000 due to the dot-com crash and other factors, Dell Computer decided to: 21.When Samsung decided to withdraw from the most price-sensitive consumer electronics segments and from US discount retailers such as Walmart, it was engaging in a typical 22.Relative to a leader, a challenger is often at a cost disadvantage. This is mainly because of ---------------------------------------------------------------------------------------------------------------------- Chapter 10 : Strategic for mature & declining market 1.Which statement is most indicative of a maturing market? 2.What is true of the transition from market growth to maturity? 3.Failure in anticipating transition from growth to maturity leads to all of the following consequences except: 4.”A business may survive and prosper during the growth stage even though it has neither differentiated its offering from competitors nor attained the lowest-cost position in its industry, but not so in the transition period. This is true of which strategic trap? 5.National Motors manufactures high-end automobiles. The attributes of their cars include excellent handling, acceleration, comfort and braking, providing the company with an advantage over its competitors. Identify the product quality dimension of these cars. 6.The quality dimension of ___ refers to a customer’s ability to obtain prompt and competent service when the product does break down. 7.This quality dimension refers to the absence of defects: 8.The gap between management perceptions and service quality specifications occurs when: 9.A period of competitive turbulence almost always accompanies the transition from market ___ in an industry 10.The production of no frills goods to maintain a low-cost position: 11.For Howard Paper achieved a cost advantage by being the first major papermaker to rely exclusively on recycled pulp. The firm’s lower cost gave it a competitive edge in the price-sensitive commercial market for toilet paper and other such products used in hotels, restaurants and office buildings. Which method of maintaining a low-cost position has the company used? 12.Financial dimensions of performance are usually of greater interest than growth-oriented dimensions to defender businesses because they are concerned with: 13.Identify the market characteristic that affirms growth extension in maturing markets through application of an extended use strategy 14.To develop a differentiated positioning focused on untapped segments using a market expansion strategy, a firm should: 15.A successful increased penetration strategy depends on discovering why non-users are uninterested in the product. Often, consumers do not perceive enough value in the product. Which of the following is not a suitable solution to enhance product value? 16.Which of the following is not a factor that helps determine the strategic attractiveness of declining product markets? 17.Conditions of demand, factors that help determine the strategic attractiveness of declining product markets, include demand characteristics such as the rate and the certainty of sales decline. What observation is true of the market being affected by these characteristics? 18.A harvesting strategy can be used in all the following situation except: 19. The higher the, the less hospitable a product market will be during the decline phase of its life 20. A market expansion strategy is usually best suited for. 21 Which of the following is not a method of maintaining a low-cost position? 22. Which of the following is not a strategic trap businesses can fall into during the shake-out period? 23. A business may enhance a products value by offering services that improve its performance or ease of use for the potential customer. Which of the following is an example of this? ---------------------------------------------------------------------------------------------------------------------- Chapter 11:MKT strategies for the digital economy 1. E-readiness is a measure of 2. With the digital economy, the challenge is to 3.ICT stands for 4.Wikis, blogs, podcasting and RSS feeds were all early examples of: 5.UVP stands for 6.The social media landscape is characterised by a number of major applications. Which of the following is not a social media application? 7.”S&DDL” refers to 8.According to the textbook, which country has the fastest average internet connection speed? 9.RSS (such as in RSS feeds) is short for: 10.Which of the following are typically viewed as Web 1.0 based? 11.A service-dominant logic (SDL) perspective would suggest that a product such as Apple’s ipad was successful because: 12.Which of the following is characteristic of a bottom-up marketing approach in the digital economy? 13.In customer relationship management (CRM), there are two types of analytics used to identify, collect and report in formation. The two types of analytics are: 14.A digital marketing strategy framework begins with: 15.Digital disruption in an industry refers to: 16.Which of the following industries have already been subjected to digital disruption? 17.According to Nova Spivack, Web 2.0 is: 18.High levels of digitisation are usually associated with: 19.One of the reasons that Dell Computer found it relatively easy to migrate to the web was because: 20.Which of the below is not a broadband technology? Chapter 12 Organizing and planning for effective implementation 1.What is an organisational fit ? 2.The evaluation and reward systems for which strategy comprises high incentives based on sales and share growth? 3.SBU autonomy level is moderate in which business strategy? 4.Which of the following relates to shared programs and synergy for a low-cost defender? 5.What represents the functional coordination and conflict resolution for the successful implementation of a low-cost defender strategy? 6.What does centralisation refer to ? 7.Prospector business units and their marketing departments are likely to perform better when: 8.Identify the simplest and most bureaucratic organisational design 9.Product management organisations 10.Identify the statement that relates to the market management organisation 11.The matrix form is the most 12.Regardless of the form of worker self-management, all self-managing teams are based on this concept: 13.Which global organisational type is especially appropriate when there is considerable variance across markets regarding product acceptance and marketing activities? 14.The executive summary in an annual marketing plan: 15.Key issues in an annual marketing plan: 16.Which of the following is typically included in a situation analysis? 17.Which of the following is the most crucial part of the annual marketing plan for ensuring proper execution? 18.Which section of an annual marketing plan would contain plans to be implemented if specific threats or opportunities should occur during the planning period? 19.The ___ form is the least bureaucratic or centralised and the most specialised type of organisation 0.A functional structure is likely to be appropriate when: 21.Marketing objectives are objectives that: 22.What are the first three sections in a marketing plan? Chapter 13 Measuring and delivering marketing performance 1.Identify the first step in the performance measurement process 2.All the product-market entry level, milestone achievement measures include: 3.This type of performance measure typically involves comparison of a firm’s performance in a given area against the performance of other companies. 4.Which of the following is probably the single most important measure of performance? 5.The costs of occupancy, general management and the management of the sales force are all ____ for a multiproduct business. 6.Contribution analysis: 7.What is activity-based costing? 8.What are the basic internal sources of data 9.What is the first and foremost objective for marketing 10.Once a business has established its performance standards, its next step is to: 11.Which of the following is not a variable that helps in finding useful decompositions of the sales data? 12.Advertising managers track advertising costs by: 13.What is the first step in a typical contingency planning process 14.Which stage in a contingency planning process typically follows rank ordering the critical assumptions? 15.The contingency plan for a company has an alert set at sales declines of 20 per cent or more, compared to the previous month. In which stage of the contingency planning process would such an alert be set? 16.What is the purpose of marketing functions audit? 17.The ____ evaluates the profitability of the company’s individual products, markets and key accounts 18.What would be a focus of questions relating to price while examining how adequately the firm handles each of the marketing-mix elements? 19.Which of the following is a limitation in using profitability as the sole measure of performance 20.Which of the following is a key issue in developing a set of marketing metrics as part of an overall performance measurement system? 21.When implementing strategic monitoring, the key variables to monitor are of the following two types: [Show More]

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