Question 1

Dymocks uses technology to help identify specific customers, establish interactive dialogues with them to learn about their needs, and combine this information with customers' purchase histories to customise products to meet those needs.Dymocks is using the __________ approach.

Accepted Answer

A)  target market positioning
B)  SWOT analysis
C)  customer relationship management
D)  total quality management
E)  internal marketing

Question 2

The marketing control process consists of:

Accepted Answer

A)  establishing goals, market scanning and market share analysis.
B)  establishing standards, evaluating performance and reducing the differences between desired and actual performance.
C)  establishing goals and measuring performance.
D)  planning, implementing and measuring marketing activities.
E)  setting objectives, implementing strategies and reducing the differences between desired and actual performance.

Question 3

An organisation's goals focus on the ends or results that the firm seeks.

Accepted Answer

A) True 
 B)False

Question 4

The Boston Consulting Group approach is based on a philosophy that a product's market growth rate and its market share relative to competition should be helpful in determining its marketing strategy.

Accepted Answer

A) True 
 B)False

Question 5

A sustainable competitive advantage is one that cannot be copied by a firm's competitors.

Accepted Answer

A) True 
 B)False

Question 6

Internal customers are:

Accepted Answer

A)  current clients.
B)  the company's employees.
C)  intended customers.
D)  brand loyal customers.

Question 7

Within a business organisation, a profit centre that is self-supporting in terms of sales, markets, production and other resources is known as a:

Accepted Answer

A)  profit entity.
B)  strategic business unit.
C)  marketing program.
D)  small business.
E)  diversified corporation.

Question 8

A strategic window is:

Accepted Answer

A)  the right combination of circumstances and timing that permit an organisation to take action to reach a particular target market.
B)  what determines the factors that are most important in making a market attractive or strong.
C)  customers' requirements or desired benefits.
D)  a temporary period of optimum fit between the key requirements of a market and the particular capabilities of a firm competing in that market.
E)  the process that seeks information about events and relationships in a company's outside environment.

Question 9

A long-term view, or vision, of what the organisation wants to become is called a mission proclamation.

Accepted Answer

A) True 
 B)False

Question 10

The strategic planning process begins with a detailed analysis of an organisation's strengths and weaknesses and the identification of opportunities and threats within the marketing environment.

Accepted Answer

A) True 
 B)False

Question 11

A functional organisation works effectively for large, decentralised companies.

Accepted Answer

A) True 
 B)False

Question 12

John Deere promotes its service, experience and reputation in the farm equipment business to emphasise the craftsmanship of its lawn mowers for home owners.These are two elements of the firm's:

Accepted Answer

A)  strengths.
B)  opportunities.
C)  weaknesses.
D)  threats.
E)  strategies.

Question 13

A marketing objective need not be consistent with the firm's overall objectives.

Accepted Answer

A) True 
 B)False

Question 14

According to the textbook, which of the following statements is most accurate?

Accepted Answer

A)  A small company always should organise by products, and a large organisation should organise by regions.
B)  There is no single approach to organising a marketing unit that works well in all businesses.
C)  Some organisations, by nature, have no specific internal structure.
D)  Organising by type of customer works best for companies with few groups of customers.
E)  Using several bases for organisation leads to uncoordinated marketing management.

Question 15

Holden has centralised marketing operations with personnel who direct marketing research, distribution, sales, advertising and so forth, and report directly to the top-level marketing executive.Holden's marketing department is organised by:

Accepted Answer

A)  product.
B)  region.
C)  types of customers.
D)  subregion.
E)  function.

Question 16

Which of the following statements about the marketing mix is incorrect?

Accepted Answer

A)  The selection of the target market serves as the basis for the creation of the marketing mix.
B)  The elements of the marketing mix are sometimes referred to as marketing mix variables.
C)  Each element of the marketing mix must be precisely matched with the needs of the target market.
D)  Once a marketing mix has been created for a particular target market, it cannot be changed until a new strategic window opens.
E)  Each element of the marketing mix must be precisely matched with the other elements of the marketing mix.

Question 17

Realising Australian consumers began to perceive the prices of many national food brands as being more expensive than food prices abroad, especially in Europe and the USA.Coles and Woolworths recognised a(n)  __________ for introducing their own private label brands priced significantly below the national brands.

Accepted Answer

A)  marketing mix
B)  market opportunity
C)  need
D)  requirement
E)  goal

Question 18

The process of putting marketing strategies into action is called:

Accepted Answer

A)  marketing implementation.
B)  marketing control.
C)  marketing action.
D)  marketing auditing.
E)  the marketing action plan.

Question 19

Which of the following is not a characteristic of a marketing objective?

Accepted Answer

A)  It is consistent with both business-unit and corporate strategy.
B)  It is expressed in clear, simple terms.
C)  It is written so that it can be measured accurately.
D)  It specifies a time frame for its accomplishment.
E)  It clearly identifies how the marketing strategy will be implemented.

Question 20

Each of the marketing mix elements must work together with the others.

Accepted Answer

A) True 
 B)False

Exam 3: Planning, Implementing and Evaluating Marketing Strategy

The Boston Consulting Group approach is based on a philosophy that a product's market growth rate and its market share relative to competition should be helpful in determining its marketing strategy.

Correct Answer
verified

An organisation's goals focus on the ends or results that the firm seeks.

Correct Answer
verified

The strategic planning process begins with a detailed analysis of an organisation's strengths and weaknesses and the identification of opportunities and threats within the marketing environment.

Correct Answer
verified

According to the textbook, which of the following statements is most accurate?

Correct Answer
verified

Each of the marketing mix elements must work together with the others.

Correct Answer
verified

Internal customers are:

Correct Answer
verified

A sustainable competitive advantage is one that cannot be copied by a firm's competitors.

Correct Answer
verified

Correct Answer
verified

John Deere promotes its service, experience and reputation in the farm equipment business to emphasise the craftsmanship of its lawn mowers for home owners.These are two elements of the firm's:

Correct Answer
verified

Which of the following statements about the marketing mix is incorrect?

Correct Answer
verified

A strategic window is:

Correct Answer
verified

The process of putting marketing strategies into action is called:

Correct Answer
verified

Dymocks uses technology to help identify specific customers, establish interactive dialogues with them to learn about their needs, and combine this information with customers' purchase histories to customise products to meet those needs.Dymocks is using the __________ approach.

Correct Answer
verified

A marketing objective need not be consistent with the firm's overall objectives.

Correct Answer
verified

Holden has centralised marketing operations with personnel who direct marketing research, distribution, sales, advertising and so forth, and report directly to the top-level marketing executive.Holden's marketing department is organised by:

Correct Answer
verified

Within a business organisation, a profit centre that is self-supporting in terms of sales, markets, production and other resources is known as a:

Correct Answer
verified

Which of the following is not a characteristic of a marketing objective?

Correct Answer
verified

A long-term view, or vision, of what the organisation wants to become is called a mission proclamation.

Correct Answer
verified

The marketing control process consists of:

Correct Answer
verified

A functional organisation works effectively for large, decentralised companies.

Correct Answer
verified

Exam 3: Planning, Implementing and Evaluating Marketing Strategy

The Boston Consulting Group approach is based on a philosophy that a product's market growth rate and its market share relative to competition should be helpful in determining its marketing strategy.

Correct AnswerverifiedShow Answer

An organisation's goals focus on the ends or results that the firm seeks.

Correct AnswerverifiedShow Answer

The strategic planning process begins with a detailed analysis of an organisation's strengths and weaknesses and the identification of opportunities and threats within the marketing environment.

Correct AnswerverifiedShow Answer

According to the textbook, which of the following statements is most accurate?

Correct AnswerverifiedShow Answer

Each of the marketing mix elements must work together with the others.

Correct AnswerverifiedShow Answer

Internal customers are:

Correct AnswerverifiedShow Answer

A sustainable competitive advantage is one that cannot be copied by a firm's competitors.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

John Deere promotes its service, experience and reputation in the farm equipment business to emphasise the craftsmanship of its lawn mowers for home owners.These are two elements of the firm's:

Correct AnswerverifiedShow Answer

Which of the following statements about the marketing mix is incorrect?

Correct AnswerverifiedShow Answer

A strategic window is:

Correct AnswerverifiedShow Answer

The process of putting marketing strategies into action is called:

Correct AnswerverifiedShow Answer

Dymocks uses technology to help identify specific customers, establish interactive dialogues with them to learn about their needs, and combine this information with customers' purchase histories to customise products to meet those needs.Dymocks is using the __________ approach.

Correct AnswerverifiedShow Answer

A marketing objective need not be consistent with the firm's overall objectives.

Correct AnswerverifiedShow Answer

Holden has centralised marketing operations with personnel who direct marketing research, distribution, sales, advertising and so forth, and report directly to the top-level marketing executive.Holden's marketing department is organised by:

Correct AnswerverifiedShow Answer

Within a business organisation, a profit centre that is self-supporting in terms of sales, markets, production and other resources is known as a:

Correct AnswerverifiedShow Answer

Which of the following is not a characteristic of a marketing objective?

Correct AnswerverifiedShow Answer

A long-term view, or vision, of what the organisation wants to become is called a mission proclamation.

Correct AnswerverifiedShow Answer

The marketing control process consists of:

Correct AnswerverifiedShow Answer

A functional organisation works effectively for large, decentralised companies.

Correct AnswerverifiedShow Answer

Correct Answer
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