Issues such as product lines, distribution channels, marketing communications, and pricing are all determined by the:
B. marketing plan.
The goal of strategic planning is ________ profitability and growth.
B. long-run
The foundation of any marketing plan is:
B. the mission statement.
Marketing myopia occurs when a business is determined by:
D. its product line.
The four elements of a SWOT analysis are:
C. Strengths, Weaknesses, Opportunities, Threats.
The examination of external opportunities and threats is known as:
D. environmental scanning.
If a particular retailer offers a product at a much lower price than its competitors, it has a:
B. cost competitive advantage.
Which of the following is NOT a way that the costs can be reduced?
C. adding frills and options
A company that focuses only on catering kosher meals has established a:
A. niche competitive advantage.
If Starbucks were to offer free coffee to first-time customers, it would be practicing which strategic alternative?
A. market development
Starbucks began selling hot breakfast items, such as sandwiches and oatmeal. This is an example of:
B. diversification.
With its iPhone, Apple offers a unique combination of design and function. This is an example of:
A. product differentiation competitive advantage.
The four Ps of the marketing matrix are:
C. product, place, promotion, pricing.
For many years, IBM's personal computer division was losing market share and producing net losses. This strategic business unit (SBU) is best characterized as:
D. dog.
Which of the following is an example of a product?
