Marketing (Company
& Marketing strategy)
1) The
process of developing & maintaining a strategic fit between organization’s
goal & capability & its marketing opportunities
a)
Marketing planning c)
company planning
b)
Strategic planning d)
None
2) A_________
is a statement of the organization’s purpose- What it wants to accomplish in
the larger environment
a)
Vision
statement c) Business statement
b)
Mission statement d) all the above
3) The
Collection of business & products that make up the company called_________
a)
Business portfolio c)
Consumer portfolio
b)
Company Portfolio d) b & c
4) The
process by which management evaluates the products & business make up the
company refers to______
a)
SWOT Analysis c)
a& b
b)
Portfolio analysis d) none
5) A
____________ is a unit of company that has a separate mission & objectives
& that can be planned independently from company business
a)
Strategic Business unit c) portfolio analysis
b)
Boston consulting group d) none
6) The
best-known portfolio- planning method was developed by ___________ a leading
management consulting firm
a)
Boston consulting group c) TCS
b)
Microsoft corporation d) none
7) SBU
are classified as stars, cash cows, question marks or dogs____________ matrix
using BCG group
a)
Growth-share c) SWOT
b)
Share-growth d) None
8) ____________
refers to making more sales to current customer without changing the
product
a)
Market segmentation c) market
development
b)
Market penetration d) None
9) _________
identifying & developing new markets for the its current products
a)
Market Strategy c) market development
b)
Market portfolio d) none
10) A
strategy for the company growth by offering modified or new products to current
market segments______
a)
Product development c) supply
chain management
b)
Market development d) None
11) The
____________ starting up or buying business outside of its current products
& markets
a)
Differentiation c) diversification
b)
Downsizing d) none
12) Reducing
the business portfolio by eliminating products of business units that are
profitable called______________
c)
Downsizing c)
diversification
a)
Differentiation d) None
13) The
series of departments that carry out value-creating activities to design,
produce, market, deliver & support a firm’s product
a)
Strategy c) Relationship management
b)
Value chain d)
None
14) Standardized
product is produced & distributed with a single marketing program
a)
Mass marketing c) marketing mix
b)
Value chain d) none
15) More
companies today are partnering with the other members of the supply-chain to
improve the performance of customer________
a)
Value chain c) value identification
b)
Value delivery network d) None
16) The
marketing logic by which the business unit hopes to achieve its marketing
objectives ___
a)
Market strategy c) marketing mix
b)
Production strategy d)
none
17) The
process of dividing a market into distinct group of buyers ___
a)
Market strategy c) Marketing
segmentation
b)
marketing mix d) None
18) A
group of consumers who respond in a similar way to a given set of marketing
efforts______
a)
Market segment c) market mix
b)
Market strategy d) None
19) The
Process of evaluating each market segment’s attractiveness to enter_____
a)
Market segment c) market mix
b)
Market strategy d) none
20) ___________ is arranging for a product to occupy a clear,
distinctive & desirable place relative to competing products in the minds
of target consumer
a)
Positioning c) targeting
b)
Segmenting d) None
21) A
___ consist of specific strategies for target market positioning the marketing
mix
a)
Market mix
c)
marketing targeting
b)
Market targeting d)
none
22) __________
is the process that turns marketing
plans into marketing action in order to accomplish strategies marketing
objectives
a)
Marketing segmentation c) market positioning
b)
Market implementation d) none
23) The
_______ is a comprehension, systematic independent & periodic examination
of company’s environment, objectives,
strategies to determine problems areas & opportunities
a)
Market productivity c) marketing mix
b)
Marketing profitability d) none
24) _____
is the net return from a marketing investment divided by the cost of marketing
investment
a)
SWOT analysis c) market portfolio
b)
Return on investment d) None
25) Match
the following in an integrated marketing mix
4ps 4cs
Product Customer
cost
Price convenience
Place communication
Promotion customer
solution
Written by Yuvarani
Answers:
1.
Strategic
planning
2.
Mission
statement
3.
Business
portfolio
4.
Portfolio
analysis
5.
Strategic
Business Unit
6.
Boston
Consulting Group
7.
Growth-share
8.
Market
penetration
9.
Market
development
10.
Product
development
11.
Diversification
12.
Downsizing
13.
Value
chain
14.
Mass
marketing
15.
Value-delivery network
16.
Market
strategy
17.
Market
segmentation
18.
Market
segment
19.
Market
targeting
20.
Positioning
21.
Market
strategy
22.
Market
implementation
23.
Marketing
audit
24.
Return
on investment
25.
4ps 4cs
Product Customer
solution
Price customer cost
Place convenience
Promotion communication
Nice post
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