Institute of Business and Information Technology

Marketing Strategy
Quiz 1
1. The first and most widely used approach to marketing decision making is the
marketing systems approach
T
F
2. The guiding force behind decision making should be the strategic planning
process
T
F
3. Planning and forecasting are the same.

4. Among other things, planning keeps management evaluating and checking on

progress toward planned objectives.
T
F
5. The three types of strategic decisions are satisfying, optimizing, and adaptivizing
T
F
6. The key to profitable operations is to achieve a sustainable competitive advantage
based on stockholders expectations.
T
F
7. The four components to any organizations strategy include scope, resource
deployment, competitive advantage, and synergy.
T
F
8. Business strategy seeks to unify all business lines of a company and point them at
an overall goal.
T
F

9. The marketing decision-making approach that directs us to develop our product

offeringand our entire marketing programto meet the needs of our customer
base is the __________ approach.
a.environmental
b. systems
c.societal marketing
d. marketing concept
10. . Future planning is also known as __________ planning.
a.long-range
b. corporate
c.comprehensive
d. formal
e.all of the above
11. Which of the following is not a reason for doing strategic planning?
a.to earn a desired level of profit
b. because of a complex business environment
c.because of technological developments
d. to make a choice between many equally attractive investments
e.none of the above
12. Strategic planning should not:
a.become an exercise in forecasting
b. be restored to the care of line management responsibilities
c.change the role of planner from being a purveyor of incrementalism to that
of a crusader
d. require top management to assume a more explicit role
13. The following perspective(s) can make strategic planning more relevant and
effective:
a.sustaining competitive advantage
b. maintaining company traditions
c.developing capabilities of the organization to expedite change and remove
obstacles
d. a and b only
e.a and c only