In terms of the product/market expansion grid, which of the following is NOT a type of strategic alternative of growth?

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In terms of the product/market expansion grid, which of the following is NOT a type of strategic alternative of growth?

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In terms of the product/market expansion grid, which of the following is NOT a type of strategic alternative of growth?
a. product development
b. diverisfication
c. market development
d. market integration
e. market penetration

D

Strategic planning is the process of developing and maintaining a strategic fit between the organization’s _______ and _______.
a. objectives; goals
b. goals & capabilities; the changing market opportunities
c. profits; sales
d. customers; relationships with them.
e. positioning; value provided.

B

. SBUs with a high market share in a high-growth market that may not generate enough cash to support their own demanding needs for growth are:
a. dogs.
b. cash cows.
c. question marks.
d. stars.
e. bonanzas.

D

In SWOT analysis, which of the following refers to a factor in the external environment?
a. strengths
b. savings
c. opportunities
d. trends
e. target market

C

Peter Cramer is constantly involved in evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are attained. In terms of managing the marketing effort/process, Peter is involved with
a. marketing planning
b. marketing control
c. tactical planning
d. marketing auditing
e. none of the above

B

Market penetration (in the product/market expansion grid) requires no change in the product but requires a company to seek out customers in new markets. This is
a. true
b. false

B

Proctor & Gamble (P & G) uses its marketing expertise to develop unique product placements on television shows that highlight its brands. In terms of a SWOT analysis, product placement highlighting its brands is a __________.
a. weakness
b. threat
c. opportunity
d. strength
e. none of the above

D

The current mission statement of the Girl Scouts of America reads, “Where girls grow strong.” The organization’s former mission statement had read, “To prepare young girls for motherhood and wifely duties.” This change, most probably, reflects the guideline that mission statements should ________.
a. be myopic
b. be product oriented
c. be narrow
d. fit the market environment
e. be profit oriented

D

n terms of the SWOT analysis, marketers ought to
a. protect the environment
b. use their weaknesses to turn them into strengths
c. protect the natural resources
d. use their strengths to take advantage of opportunities
e. none of the above

D

The BCG matrix identifies SBUs on two dimensions, namely ________ and ________.
a. market share; profits of the SBU
b. business or industry growth rate; relative position/market share
c. profits of SBU; market or industry growth rate
d. relative market share; customer satisfaction
e. market penetration; market development

B

Strategic planning at the corporate level involves (not necessarily in any order) – designing the business portfolio, defining the company mission, and ________.
a. setting objectives and goals
b. creating and assessing BCG matrix
c. creating customer lifetime value
d. planning marketing
e. capturing value from customers

A

In 2002, a 10-day labor lockout shut down West Coast ports from Los Angeles to Seattle resulting in billions of dollars loss for many businesses since they could not get their products to their customers in a timely fashion. Dell however, because of their superior relationship with its transporters, survived perfectly without a single delay in its customer order during those 10 days. In terms of strategic planning, such a superior relationship between Dell and its suppliers and transporters underlines the importance of maintaining
a. a market oriented mission statement
b. a good value delivery network
c. relationship marketing
d. a good portfolio analysis
e. a good value chain

B

Revlon has clearly defined its “mission” of selling lifestyle and self-expression. In order for the firm to go ahead with its strategic plan, the next step is to do a portfolio analysis. This is
a. true
b. false

B

A customer driven marketing strategy involves all of the following EXCEPT:
a. shaping future business portfolio
b. differentiation
c. market targeting
d. market segmentation
e. positioning

A

In the BCG matrix, stars are high-share, high-growth SBUs and they need heavy investment. When the growth rate of the industry slows down, these SBUs turn into cash cows. This is
a. true.
b. false.

A

In terms of strategic planning, each department within a company that carries out value-creating activities can be thought of as a link in the company’s ________.
a. strategic business unit
b. value delivery network
c. business portfolio
d. value chain
e. product development

D

BMW corporation has successfully developed and marketed a bike for Mini Cooper (a part of BMW) owners. Assuming that the bike is a SBU for BMW, in terms of the product/market expansion grid, this is most likely an example of
a. Product development
b. Market development
c. Market integration
d. Market penetration
e. Product penetration

A

Wal-Mart relies on sound relationships with its low-cost suppliers in order to pass low prices on to consumers. Thus, forming a value-delivery network is crucial to Wal-Mart’s success.
a. true
b. false

A

Coca-Cola corporation sells a brand of milk called Fairlife to consumers in the U.S.
Assume that ‘Fairlife’ is a SBU for the corporation, the product (i.e. milk) is a new endeavor and the consumers (of Fairlife) have not been catered to before. In terms of the product/market expansion grid, Coca-Cola corporation has employed a ______ strategy for Fairlife.
a. diversification
b. market development
c. product development
d. market integration
e. expansion

A

Which stage in strategic planning requires the answer to questions such as, “What is our business” and “Who is our customer?”
a. managing the SWOT analysis
b. setting goals and objectives
c. planning marketing
d. defining the company mission
e. designing the business portfolio

D

Which of the following answers to the question, “What business are you in?” best reflects a market-orientation of a mission statement?
a. We groom your pets.
b. We pamper your senses and surround you with comfort.
c. We cure ham.
d. We make a sugar substitute.
e. We prescribe medicine.

B

At one time, Marriott was in the restaurant industry. When Marriott decided to sell its chain of Roy Rogers restaurants, the fast-food operation had low market share in a high-growth industry. According to the BCG matrix, the Roy Rogers division would have been classified as a(n):
a. question mark.
b. exclamation point.
c. cash cow.
d. dog.
e. harvester.

A

American Express (a marketer of credit cards) offers Cobaltcard, a pre-loaded credit card, to thirteen to twenty year olds. While American Express supplies similar cards to other adult age groups, this market was not served. In terms of product/market expansion grid, this is an example of a _____ strategy.
a. market integration
b. diversification
c. market development
d. product development
e. diversification

C

4 possible strategies that can be pursued for a SBU are building, holding, _____, and _____.
a. harvesting; divesting
b. market penetration; market development
c. downsizing; expanding
d. diversifying; divesting
e. developing; growing

A

Several years ago, Black & Decker purchased General Electric’s small appliances product line. Black & Decker purchased the line because it needed the cash infusion from a product line that had a dominant market share. Since people replace small appliances infrequently, the industry is a slow-growth one. From this information and your knowledge about the BCG portfolio analysis, you should know this small appliance line would be classified as a:
a. dog.
b. cash cow.
c. question mark.
d. star.
e. bonanza.

B

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