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Baines, Fill, & Rosengren: Marketing 4e

Chapter 5: Multiple choice questions

Instructions

Answer the following questions and then press 'Submit' to get your score.

Question 1

The _________________ process commences at corporate level. Here the organization sets out its overall mission, purpose, and values.

Question 2

A statement about what an organization wants to become, which sets out an organization's future, is referred to as:

Question 3

A statement that sets out what the organization wishes to achieve in the long term is referred to as:

Question 4

Organizational values are important because they:

Question 5

Large organizations create ______________, which assume the role of a separate company and create their own strategies and plans in order to achieve their corporate goals and contribution to the overall organization.

Question 6

The Strategic Marketing Planning process consists of a series of logical steps and these steps can be aggregated into four phases. Which of the following is not included in the phases of the strategic marketing planning?

Question 7

Which of the following firms has often followed a market challenger (second-mover) strategy?

Question 8

SWOT is an acronym for:

Question 9

In SWOT analysis, situations where organizations are able to convert weaknesses into strengths and threats into opportunities, these are called:

Question 10

This is something that at some time in the future may destabilize and/or reduce the potential performance of the organization.

Question 11

________________ is the process that helps managers understand the nature of the industry, the way firms behave competitively within the industry, and how competition is generally undertaken.

Question 12

These objectives are often employed in mature markets as firms/products enter a decline phase. The goal is to maximize short-term profits and stimulate a positive cash flow.

Question 13

Which of the following is not the conditions necessary for the achievement of sustainable competitive advantage (SCA)?

Question 14

These objectives are often the most suitable when firms operate in a market dominated by a major competitor and where their financial resources are limited.

Question 15

This type of growth refers to concentrating activities on markets and/or products that are familiar:

Question 16

An organization can offer standard products at acceptable levels of quality, yet still generate above-average profit margin by adopting _____________

Question 17

___________ are about organizations seeking gaps in broad market segments or finding gaps in competitors' product ranges.

Question 18

Attack the market and defend the position are the prime strategies pursued by a firm with ___________ positioning.

Question 19

Diversification is best described as which of the following?

Question 20

Key performance indicators, which companies set and measure their progress towards in order to determine whether or not they have improved or maintained their performance over a given period of time, are referred to as: