Transcript marketing positioning

CHAPTER 2
CRS Questions & Answers
COMPANY AND MARKETING
STRATEGY:
Partnering to Build Customer
Relationships
Marketing planning takes place at the:
1.
2.
3.
4.
Business unit level
Product level
Market level
All of the above
Copyright 2007, Prentice-Hall Inc.
2-2
Marketing planning takes place at the:
1.
2.
3.
4.
Business unit level
Product level
Market level
All of the above
Market planning supports the company’s strategic planning
efforts with more detailed plans for marketing opportunities.
Copyright 2007, Prentice-Hall Inc.
2-3
Which of the following mission statements is
market-oriented?
1. Revlon: We sell cosmetics
2. Disney: We run theme parks
3. Wal-Mart: We deliver value through low
prices
4. Xerox: We make copying, fax, and other
office machines
Copyright 2007, Prentice-Hall Inc.
2-4
Which of the following mission statements is
market-oriented?
1. Revlon: We sell cosmetics
2. Disney: We run theme parks
3. Wal-Mart: We deliver value through low
prices
4. Xerox: We make copying, fax, and other
office machines
Market-oriented mission statements are defined in terms
of customer needs, rather than products or technologies.
Copyright 2007, Prentice-Hall Inc.
2-5
A strategic business unit is a unit of the firm:
1. that focuses on a single product
2. that focuses on a line of products
3. that can be planned independently
4. with authority over all other units
Copyright 2007, Prentice-Hall Inc.
2-6
A strategic business unit is a unit of the firm:
1. that focuses on a single product
2. that focuses on a line of products
3. that can be planned independently
4. with authority over all other units
Strategic business units (SBUs) have separate mission
statements and objectives, which allow them to be
planned independently from other company businesses.
Copyright 2007, Prentice-Hall Inc.
2-7
Acme Bicycle Company wants to grow by
diversification. To accomplish this, Acme will:
1. introduce new bicycle models
2. introduce modifications to its existing
bicycle products
3. identify new market segments for its
current products
4. start up or acquire businesses outside of
its current products and markets
Copyright 2007, Prentice-Hall Inc.
2-8
Acme Bicycle Company wants to grow by
diversification. To accomplish this, Acme will:
1. introduce new bicycle models
2. introduce modifications to its existing
bicycle products
3. identify new market segments for its
current products
4. start up or acquire businesses outside of
its current products and markets
Diversification is the riskiest strategy as it requires that
businesses develop new products in new markets.
Copyright 2007, Prentice-Hall Inc.
2-9
Which of the following is NOT part of the value
chain for a typical university?
1.
2.
3.
4.
Off-campus apartment complexes
Admissions and records office
Financial aid office
College faculty and staff
Copyright 2007, Prentice-Hall Inc.
2-10
Which of the following is NOT part of the value
chain for a typical university?
1.
2.
3.
4.
Off-campus apartment complexes
Admissions and records office
Financial aid office
College faculty and staff
Admissions, financial aid, and college faculty and staff
should strive to enhance the value of the collegiate
experience for students. Apartment complexes outside
of university control are not part of the value chain.
Copyright 2007, Prentice-Hall Inc.
2-11
Acme Marketing has divided the shampoo
market into five groups based on age. This is an
example of:
1. Market positioning
2. Market segmentation
3. Market targeting
4. Marketing mix
Copyright 2007, Prentice-Hall Inc.
2-12
Acme Marketing has divided the shampoo
market into five groups based on age. This is an
example of:
1. Market positioning
2. Market segmentation
3. Market targeting
4. Marketing mix
Market segmentation is the process of dividing a larger
market into distinct groups of buyers who have different
needs, behaviors, or characteristics, such as age.
Copyright 2007, Prentice-Hall Inc.
2-13
The four “Cs” of marketing include each of the
following EXCEPT:
1. Convenience
2. Compatibility
3. Customer cost
4. Communication
Copyright 2007, Prentice-Hall Inc.
2-14
The four “Cs” of marketing include each of the
following EXCEPT:
1. Convenience
2. Compatibility
3. Customer cost
4. Communication
The four “Cs” of marketing take the buyer’s
perspective and include convenience, customer
cost, communication, and customer solution.
Copyright 2007, Prentice-Hall Inc.
2-15
In order to identify opportunities and problem
areas, Acme hires an independent consultant to
conduct a systematic examination of Acme’s
environment, objectives, and strategies. This is
an example of:
1. a SWOT analysis
2. marketing implementation
3. a marketing audit
4. a value delivery network
Copyright 2007, Prentice-Hall Inc.
2-16
In order to identify opportunities and problem
areas, Acme hires an independent consultant to
conduct a systematic examination of Acme’s
environment, objectives, and strategies. This is
an example of:
1. a SWOT analysis
2. marketing implementation
3. a marketing audit
4. a value delivery network
Marketing audits are a form strategic marketing control.
Copyright 2007, Prentice-Hall Inc.
2-17
While __________ addresses the what and why
of marketing activities, _________ addresses
the who, where, when, and how.
1. marketing mix; marketing planning
2. marketing segmentation; marketing
implementation
3. marketing planning; marketing
implementation
4. marketing implementation; marketing
positioning
Copyright 2007, Prentice-Hall Inc.
2-18
While __________ addresses the what and why
of marketing activities, _________ addresses
the who, where, when, and how.
1. marketing mix; marketing planning
2. marketing segmentation; marketing
implementation
3. marketing planning; marketing
implementation
4. marketing implementation; marketing
positioning
Marketing implementation turns marketing plans into action.
Copyright 2007, Prentice-Hall Inc.
2-19
Companies that sell one product line to many
different types of markets should use:
1. Functional organization
2. Geographic organization
3. Product management organization
4. Market management organization
Copyright 2007, Prentice-Hall Inc.
2-20
Companies that sell one product line to many
different types of markets should use:
1. Functional organization
2. Geographic organization
3. Product management organization
4. Market management organization
This method of organization allows the company to be
organized around the needs of specific customers.
Copyright 2007, Prentice-Hall Inc.
2-21