MKT351 C2TQ.txt

Issues such as product lines, distribution channels, marketing communications, and pricing are all determined by the:
A.marketing goal.
B.marketing plan.
C.marketing team.
D.marketing strategy.

The goal of strategic planning is ________ profitability and growth.
A.short-run
B.long-run
C.temporary
D.maximal

The foundation of any marketing plan is:
A.the mission statement.
B.implementation.
C.good writing.
D.leadership.

Marketing myopia occurs when a business is determined by:
A.market research.
B.its product line.
C.analysis of competitors.
D.customer satisfaction.

The four elements of a SWOT analysis are:
A.Scale, Weaknesses, Outcomes, Talents.
B.Strengths, Weaknesses, Opportunities, Threats.
C.Staff, Wages, Opportunities, Teams.
D.Strengths, Work, Opposition, Teams.

The examination of external opportunities and threats is known as:
A.environmental scanning.
B.team formation.
C.situational analysis.
D.market study.

If a particular retailer offers a product at a much lower price than its competitors, it has a:
A.cost competitive advantage.
B.competitive advantage.
C.product differentiation competitive advantage.
D.niche competitive advantage.

Which of the following is NOT a way that the costs can be reduced?
A.government subsidies
B.production innovations
C.efficient labor
D.adding frills and options

A company that focuses only on catering kosher meals has established a:
A.product differentiation competitive advantage.
B.competitive advantage.
C.niche competitive advantage.
D.cost competitive advantage.

If Starbucks were to offer free coffee to first-time customers, it would be practicing which strategic alternative?
A.product development
B.market penetration
C.diversification
D.market development

Starbucks began selling hot breakfast items, such as sandwiches and oatmeal. This is an example of:
A.market development.
B.diversification.
C.product development.
D.market penetration.

With its iPhone, Apple offers a unique combination of design and function. This is an example of:
A.product differentiation competitive advantage.
B.competitive advantage.
C.cost competitive advantage.
D.niche competitive advantage.

The four Ps of the marketing matrix are:
A.product, premium, passion, performance.
B.product, place, promotion, pricing.
C.placement, product, pedigree, packaging.
D.polling, pricing, public relations, promotions.

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:
A.dog.
B.problem child.
C.star.
D.cash cow.

Which of the following is an example of a product?
A.a money-back guarantee
B.the packaging of the drive
C.All of these choices
D.an external hard drive
E.installation software