Marketing and Moderate - 4936 Words

Chapter 2 Company and Marketing Strategy: Partnering to Build Customer Relationships Multiple Choice 1. Disney has been successful in selecting an overall company strategy for long-run survival and growth called _____. a. tactical planning b. strategic planning c. futuristic planning d. relationship marketing (b; Easy; pp. 39-40) 2. When your firm practices developing and maintaining a strategic fit between your organization’s goals and capabilities, it is forming a (an) _____. a. mission statement b. values statement c. strategic plan d. operating plan (c; Moderate; p. 41) 3. At the corporate level, a company starts the strategic planning process by defining its overall purpose†¦show more content†¦46) 18. The firm you work for has decided to use the Boston Consulting Group’s approach to classify its business units. Upon what is the approach based? a. most profitable units b. growth-share matrix c. customer retention d. cost-benefits (b; Easy; p. 47) 19. The BCG market growth rate provides a measure of _____. a. company strength in the market b. decline of competitors c. market attractiveness d. the unit stock value (c; Easy; p. 47) 20. The BCG relative market share serves as a measure of company _____. a. strength in the market b. sales c. diversification d. success (a; Easy; p. 47) 21. Now that your employer has classified his SBUs, the next step to take in using the BCG approach is to determine _____. a. what role each will play in the future. b. the tactical plan c. the three-year budget d. none of the above (a; Challenging: p. 47) 22. Which of these is not one of the common options in using the BCG approach? a. build b. hold c. harvest d. diversify (d; Moderate; p. 47) 23. A problem with using the BDG matrix centers around the fact that it is _____ oriented instead of _____ oriented. a. future; now b. now; future c. financially; customer d. now; market (b; Challenging; p. 47) 24. According to your text, some companies are using all of the following in their strategic planning except one.Show MoreRelatedMarketing and Easy Ref994 Words   |  4 Pagesï » ¿Chapter 1—Introduction to Global Marketing TRUE/FALSE 1. When practicing international marketing, a company becomes more involved in local marketing environments than it does in export marketing. ANS: T PTS: 1 DIF: Easy REF: p. 7 NAT: Analytic 2. Regional and political integration favor a pan-regional marketing strategy. ANS: T PTS: 1 DIF: Easy REF: p. 7-8 NAT: Analytic | Diversity 3. 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