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Exam 19: Pulling It All Together: The Strategic Marketing Process

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Question 71

Multiple Choice

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Many people enjoy cereal at breakfast.In terms of "profit enhancement options" alternatives,cereal manufacturers who promote cereal as a great late-night snack to this group would be using a _____ strategy.

A) market penetration
B) product development
C) differentiation
D) diversification

E) All of the above
F) None of the above

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Question 72

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Which of the following is NOT a divisional grouping used by marketing managers to implement plans and achieve their organizational objectives?

A) geographical grouping
B) marketing channel grouping
C) product line grouping
D) market-based grouping

E) B) and D)
F) A) and B)

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Question 73

Multiple Choice

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Loving Care Pets manufactures dog food specifically created for puppies under three months of age.In terms of the market-product grid framework,Loving Care Pets is a small firm without sustainable comparative advantages in marketing or production resources and its strategy would be described as:

Which two aspects of the following statement make it an effective goal? "Increase market share from 18 to 22 percent by December 31,2015."

As a new employee,your manager asked you to complete an action item list for an upcoming marketing project.Confused,you hesitated a moment before realizing that an action item list is pretty much the same as a:

Recently,Kellogg's introduced Mickey's Magix cereal.It was designed to get children who currently don't eat cereal to eat cereal for breakfast.When milk is added to the cereal,it turns a pastel blue.The cereal itself is very similar to General Mills' Lucky Charms but with the addition of food colouring.Kellogg's new (for it) product targeted at a new segment (children who don't eat cereal) is an example of:

A marketing manager combines marketing planning ideas and financial planning techniques to assess how their division is contributing to the price of the company's stock.The marketing manager is engaging in:

The relationship of annual marketing effort to annual sales revenue is assumed to be an S-shaped curve because the sales response function shows:

As the marketing manager for Acme Products Inc.,you just became the new program leader for Baubles,a product Acme introduced last year.Initial sales far exceeded expectations.In response,the previous program leader decided to reduce the profit margins for channel members to more quickly recover the high costs incurred in the development of the Baubles product and its marketing program.Unfortunately,sales of Acme Baubles declined by 2 percent while its market share declined by 7 percent as new competitors entered the market.After conducting a customer survey,you conclude customers were generally satisfied with Acme's Baubles.However,Baubles were not as readily accessible as they were the previous year.Furthermore,after conducting a survey among the leading wholesalers and retailers of Acme Baubles,you discover they were not pleased with the reduced margins.Moreover,because Acme's principal competitors offered them greater margins,they gave the competitors' products competing with Baubles better service and shelf space than Acme's.This is an example of:

In the 1920s,the Ford Motor Company dominated the automotive industry.Henry Ford's low priced,mass produced Model T,available in only one colour and with few options,was selling like hot cakes to car buyers.In order to combat Ford's success,General Motors offered automobiles in a variety of colours and with special features that were designed to fit the specific needs and wants of individual car buyers in many different segments of the market.By employing a _____ business strategy,General Motors developed a position that was very distinct from that of the Ford Motor Company.

If WestJet used the line "Our Employees are also Shareholders" they would be emphasizing the ________________ of the four basic business practices.

Figure: 19-1 -According to Figure 19-1,an additional annual marketing effort of $1 million is best spent after having already spent how much in marketing effort to date?

According to Porter's four generic business strategies model,Apple would be considered using which strategy?

Figure: 19-6 -In Figure 19-6,the box labeled "D" illustrates which of the following market-product strategies?

Which of the following pieces of information is used in the evaluation phase of the strategic marketing process?

Which of the following roles would not be classified as part of the functional groups at Pillsbury?

An aid that helps to implementing a marketing plan and consists of three columns (task,name,and date) is often referred to as a(n) :

IKEA is likely to have which generic business strategy?

Which type of firm can use a generic business strategy?

GE organizes their structure by marketing,finance,and R&D.GE's structure is referred to as: