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efficiency, a
strong brand
name and
customer
satisfaction
are likely to
be a source
of:
A) a strategic plan.
C) a macro-strategy.
D) a marketing plan.
E) a SWOT analysis.
A) Customer excellence
B) Locational excellence
D) Product excellence
E) Operational excellence
3 If competitors can copy or match the products and services the firm offers,
it will be difficult to develop a sustainable competitive advantage through
product excellence. A firm can, however, develop an advantage through
product excellence with:
B) effective branding.
effective positioning and reinforcing that image through
C) merchandise, service and promotion.
A) positioning statement.
C) situational analysis.
D) annual report.
E) marketing plan.
5 Of the five steps to the strategic marketing planning process, which step
usually comes first?
A) Evaluate performance.
C) Situation analysis.
A) target marketing.
B) strategic selection.
C) diversification.
A) planning
B) marketing mix
C) control
D) implementation
E) strategic
B) personalized pricing
C) value-based marketing
D) reverse auctioning.
A) economic indicators
B) metrics
C) quantification criteria
D) implementation yardsticks
11 Brian heard his unit described as a cash cow. At first, he wasn't sure he liked
that, but felt better about it when he learned it meant:
this was the business version of a sacred cow, and the rest of the
A) firm has an obligation to honor what he and his colleagues do.
they have excess resources that can be spun off to other business
B) units that need it.
the products have low market share but are in high-growth
C) markets.
the products have are in a low-growth market, but have low market
D) share to reduce risk.
the products are in both high-growth markets and have high
E) market share.
12 Which of the following is one of the four major growth strategies marketers
typically pursue?
A) market segmentation
B) market development
C) customer detention
E) vertical integration
A) scenario planning
C) a post-SWOT analysis
D) strategic positioning
E) option trading