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Operational excellence
Low-cost leadership
Customer intimacy
Product leadership
technological improvement
feature improvement
style improvement
quality improvement
market estimation
brand association
market partitioning
market valuation
Strategic surveillance
Implementation control
Premise control
5. A firm must know where to position its product based on price and
promotional efforts
quality
communication
region
Competitive analysis
Business analysis
Customer analysis
Company analysis
competitor profile
financial position
vendor profile
customer profile
ethics
sustainability
rules
righteousness
10.
Large-scale, future-oriented plans for interacting with the
competitive environment to achieve the company objective refers to
its
strategy
dynamic policies
competitive analysis
goals
11.
With ________ as a target market strategy, the firm
concentrates on serving many needs of a particular customer
group.
single-segment concentration
product specialization
market specialization
selective specialization
12.
Company X's principal strength is its inbound and outbound
logistics system; its relative weakness, however, is after-sales
service. Its competitor, Company Y, however is often plagued with
lagging shipments and an inflexible distribution setup. Company Y
remains successful because it maintains a fully staffed service
department and, as a result, the company is known for its
dependable service. This type of analysis allows them to identify
ways to build on relative strengths and avoid dependence on
capabilities at which the other firm excels.
Disaggregating
Benchmarking
Industry comparison
13.
The strategic factor that involves the beliefs, values,
attitudes, opinions, and lifestyles of persons in the firms external
environment, as developed from cultural, ecological, demographic,
religious, educational, and ethnic conditioning.
Political factor
Stakeholder factor
Economic factor
Social factor
14.
Leaders galvanize commitment to embrace change through
clarifying strategic intent, building an organization, and
developing a vision
developing a mission
planning strategy
15.
Functional tactics are more focused on the general direction of the firm
than business strategies.
16.
Under which of the following conditions is the frequency the
most important factor in media selection?
17.
18.
BMWs "The ultimate driving machine," American Express'
"Don't leave home without it," New York Times' "All the news that's
fit to print," and AT&T's "Reach out and touch someone" are all
examples of ________.
brand mission
brand vision
brand slogan
brand personality
19.
Which component of a marketing audit includes major
developments in income, prices, savings, and credit that affect the
company?
Economic
Political
Cultural
Technological
20.
Prestige LLC, a small company that manufactures specialty
cereals and energy bars, wants to launch a "green marketing"
program in response to heightened consumer awareness about
environmental issues. What should the company do to maximize the
program's chances of being successful?
Focus on the efforts and costs incurred by the company to bring these
"green" products to consumers.
Demonstrate that the products will benefit both customers and the society
in the long-term.
21.
When diversification involves additions of a business related
to the firm in terms of technology, markets or products, it
involves
vertical diversification
concentric diversification
horizontal integration
concentrated growth
22.
These social responsibilities are those that are voluntarily
assumed by a business or organization. They include public relations
activities, good citizenship, and full corporate social
responsibility.
Economic responsibility
Legal responsibility
Employee responsibility
Discretionary responsibility
23.
Which control should periodically reassess its approach to the
marketplace with a good marketing audit?
Strategic control
Marketing control
Ethical control
Performance control
24.
What type of strategy consists of geographical pricing, price
discounts and allowances, promotional pricing, and differentiated
pricing?
Regular prices
Fixed pricing
Price adaptation
Altered pricing
25.
A set of ideas on organizational control based on the belief
that the separation of the ownership from management creates the
potential for the wishes of owners to be ignored refers to
agency theory
Adams theory
ethical responsibilities
26.
Firms using this generic strategy attempt to build customer
loyalty by stressing a specific product attribute above other product
qualities.
Cost leadership
Concentrated growth
Focus
Differentiation
27.
A company can learn a great deal by analyzing the degrees of
brand loyalty. For example, ________ can show the firm which brands
are most competitive with its own.
switchers
hard-core loyals
shifting loyals
split loyals
28.
This is an important structural decision and resultant separate
activities need to be coordinated and integrated back together as a
whole so the business functions effectively.
Broadening
Differentiation
Diversification
Preferencing
29.
This is a historically popular technique through which
managers create a quick overview of a company's strategic situation
it is based on achieving a sound fit between internal resources and
the external situation.
Internal analysis
External analysis
SWOT analysis
30.
The marketing manager needs to know the cost of the
research project before approving it. During which stage of the
marketing research process would such a consideration most likely
take place?
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