1) The last phase of the strategic marketing process is known as

Multiple Choice

• implementation.
• the marketing program.
• functional-level strategy.
• financial analysis.
• evaluation.

2) The marketing department is part of which strategic level in an organization?

Multiple Choice

• functional level
• specialized level
• strategic business unit level
• corporate level
• board of directors

3) The outdoor brand The North Face intends to capture some of its competitors' business in Europe in the next few years, even amid the current debt crisis there. The firm cites the active lifestyles there and the relatively low cost of entry for its backpacking and hiking sports gear, which attracts those planning a low-budget "staycation." The North Face most likely has a __________ goal.

Multiple Choice

• social responsibility
• profit responsibility
• market share
• unit sales
• sales revenue

4) American railroads may have defined their __________ too narrowly, by concerning themselves only with rail service rather than including other transportation modes.

Multiple Choice

• market penetration
• goals
• culture
• business
• marketing metrics

5) What is a unique strength relative to competitors, often based on quality, time, cost, or innovation referred to as?

Multiple Choice

• product differentiation
• point of distinction
• competitive competency
• sustainable advantage
• competitive advantage

6) Business firms pursue several different types of goals such as profit, sales, market share, quality, customer satisfaction, employee welfare, and social responsibility. Which of these statements is most accurate?

Multiple Choice

• Only nonprofit organizations have the luxury of selecting social responsibility and employee welfare as goals.
• Selecting a market share goal is only meaningful if you first make profit a goal.
• Customer satisfaction goals are known to increase costs and reduce profits.
• A business firm should select only one business goal so it can maintain focus.
• If profits are acceptable, a company may elect to maintain or increase its sales even though profits may not be maximized.

7) The choice of which __________ to display on a marketing dashboard is critical for a busy marketing manager, who can be overwhelmed with irrelevant data.

Multiple Choice

• qualitative opinions
• human resource reports
• financial statements
• marketing metrics
• points of difference

8) Once an organization has assessed "where it's at" and "where it wants to go", it must consider how to allocate resources. This is called

Multiple Choice

• Evaluation phase of the marketing plan
• Strategic marketing process
• Product development stage
• Not-for-profit planning
• BCG grid analysis

9) In BCG's business portfolio analysis, __________ generate more revenue than they can use, allowing an organization to cover its overhead and invest in other SBUs.

Multiple Choice

• stars
• lions
• hedgehogs
• rabbits
• cash cows

10) In less complex organizations that have a single business focus, such as Ben & Jerry's, which two strategic levels may merge?

Multiple Choice

• functional and corporate
• business and nonprofit
• business and corporate
• corporate and strategic business unit
• functional and industry