Project #25718 - str 581




One of the ways to change the course of a brand is to modify the product. Under product modification, ________ adds size, weight, materials, supplements, and accessories that expand the product’s performance, versatility, safety, or convenience.


  • quality improvement

  • feature improvement

  • technological improvement

  • style improvement



    With ________ as a target market strategy, the firm concentrates on serving many needs of a particular customer group.


  • single-segment concentration

  • market specialization

  • selective specialization

  • product specialization



    The ability to meet humanity’s needs without harming future generations is now a top priority in most corporate agenda


  • ethics

  • righteousness

  • rules

  • sustainability



    Firms using this generic strategy attempt to build customer loyalty by stressing a specific product attribute above other product qualities.


  • Focus

  • Concentrated growth

  • Cost leadership

  • Differentiation



    This is a historically popular technique through which managers create a quick overview of a company's strategic situation—it is based on achieving a sound fit between internal resources and the external situation.


  • Value chain analysis

  • Internal analysis

  • External analysis

  • SWOT analysis



    Marketers need to identify the hierarchy of attributes that guide consumer decision making in order to understand different competitive forces and how these various sets get formed. This process of identifying the hierarchy is called ________.


  • brand association

  • market estimation

  • market valuation

  • market partitioning



    Large-scale, future-oriented plans for interacting with the competitive environment to achieve the company objective refers to its


  • strategy

  • dynamic policies

  • competitive analysis

  •  goals



    A company can learn a great deal by analyzing the degrees of brand loyalty. For example, ________ can show the firm which brands are most competitive with its own.


  • hard-core loyals

  • split loyals

  • shifting loyals

  • switchers



    How do functional tactics compare to business strategies?


  • Functional tactics are more specific than business strategies.

  • Functional tactics are more long-term than business strategies.

  • Functional tactics are more focused on the general direction of the firm than business strategies.

  • Functional tactics are more focused on a commitment to corporate strategy than business strategies.



    BMW's "The ultimate driving machine," American Express' "Don't leave home without it," New York Times' "All the news that's fit to print," and AT&T's "Reach out and touch someone" are all examples of ________.


  • brand mission

  • brand slogan

  • brand vision

  • brand personality



    Leaders galvanize commitment to embrace change through clarifying strategic intent, building an organization, and


  • shaping organizational culture

  • developing a vision

  • planning strategy

  • developing a mission


    New-to-the-world products are ________.


  • new product enhancements that supplement established products

  • low-cost products designed to obtain an edge in highly competitive markets

  • existing products that are targeted to new geographical markets

  • new products that create an entirely new market


    What is the perceived monetary value of the bundle of economic, functional, and psychological benefits customers expect from a given market offering because of the product, service, people, and image?


  • Complete marketing benefit

  • Total customer benefit

  • Total management benefit

  • Ultimate service benefit



    A firm must know where to position its product based on price and 


  • quality

  • region

  • promotional efforts

  • communication



    When diversification involves additions of a business related to the firm in terms of technology, markets or products, it involves


  • vertical diversification

  • concentrated growth

  • horizontal integration

  • concentric diversification



    The strategic factor that involves the beliefs, values, attitudes, opinions, and lifestyles of persons in the firm’s external environment, as developed from cultural, ecological, demographic, religious, educational, and ethnic conditioning.


  • Political factor

  • Social factor

  • Stakeholder factor

  • Economic factor



    A valuable result of task environment analysis with respect to geographic, demographic, psychographic and buyer-behavior factors is called


  • customer profile

  • competitor profile

  • vendor profile

  • financial position



    Under which of the following conditions is the frequency the most important factor in media selection?


  • When introducing flanker brands

  • When there is high consumer resistance to the product

  • When going into undefined target markets

  • When launching infrequently purchased brands



    A company that attempts to lead its industry in price and convenience by pursuing a focus on lean and efficient operations is pursuing what strategy?


  • Low-cost leadership

  • Customer intimacy

  • Product leadership

  • Operational excellence



    Company X's principal strength is its inbound and outbound logistics system; its relative weakness, however, is after-sales service. Its competitor, Company Y, however is often plagued with lagging shipments and an inflexible distribution setup. Company Y remains successful because it maintains a fully staffed service department and, as a result, the company is known for its dependable service. This type of analysis allows them to identify ways to build on relative strengths and avoid dependence on capabilities at which the other firm excels.


  • Industry comparison

  • Benchmarking

  • Disaggregating

  • Past performance comparison



    Which component of a marketing audit includes major developments in income, prices, savings, and credit that affect the company?


  • Economic

  • Political

  • Technological

  • Cultural



    The marketing manager needs to know the cost of the research project before approving it. During which stage of the marketing research process would such a consideration most likely take place?


  • Step 1 – defining the problem

  • Step 2 – developing the research plan

  • Step 5 – drafting the report

  • Step 4 – analyzing the information



    Prestige LLC, a small company that manufactures specialty cereals and energy bars, wants to launch a "green marketing" program in response to heightened consumer awareness about environmental issues. What should the company do to maximize the program's chances of being successful?


  • Emphasize benefits to the consumer rather than environmental benefits.

  • Focus on the efforts and costs incurred by the company to bring these "green" products to consumers.

  • Demonstrate that the products will benefit both customers and the society in the long-term.

  • Explain the rules and regulations laid out by governmental agencies to protect the environment.



    When performing this analysis, it is good for strategic planners to consider similarities between the benefits the customers derive from the products and services that other firms offer.


  • Company analysis

  • Competitive analysis

  • Customer analysis

  • Business analysis



    What type of strategy consists of geographical pricing, price discounts and allowances, promotional pricing, and differentiated pricing?


  • Altered pricing

  • Regular prices

  • Fixed pricing

  • Price adaptation




    These social responsibilities are those that are voluntarily assumed by a business or organization. They include public relations activities, good citizenship, and full corporate social responsibility.


  • Discretionary responsibility

  • Legal responsibility

  • Economic responsibility

  • Employee responsibility


    Regular prices


  • Fixed pricing

  • Price adaptation



    A set of ideas on organizational control based on the belief that the separation of the ownership from management creates the potential for the wishes of owners to be ignored refers to


  • the moral hazard problem

  • agency theory

  • ethical responsibilities

  • Adam’s theory



    This is an important structural decision and resultant separate activities need to be coordinated and integrated back together as a whole so the business functions effectively.


  • Preferencing

  • Differentiation

  • Broadening

  • Diversification



    This is designed to check systematically and continuously whether the premises on which the strategy is based are still valid


  • Strategic surveillance

  • Special alert control

  • Implementation control

  • Premise control



    Which control should periodically reassess its approach to the marketplace with a good marketing audit?


  • Ethical control

  • Marketing control

  • Performance control

  • Strategic control



Subject Business
Due By (Pacific Time) 03/23/2014 03:00 am
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