Marketing Strategy Exam 1: Market Orientation,
Planning & Competitive Analysis|Verified Questions
Provided with A+ Graded Rationales LATEST
UPDATED 2026
The term _____ is used to describe the ability of a product to satisfy a customers desires
Utility
Which of the following focuses on the internal factors and external factors that give the firm
certain advantages and disadvantages in satisfying the needs of its target market?
SWOT Analysis
Microsoft is interested in customers perceptions of windows 8, its new PC operating system.
Since the research goal is rather specific, Microsoft should conduct its own _____ research by
asking customers to complete an online questionnaire
Primary
_____ firms are those that successfully generate, disseminate, and respond to market
information
Market-oriented
Although internal data sources gave a number of advantages, one of their biggest problems is:
it is often not in a readily accessible form for planning
Which of the following is part of evaluating the internal environment?
- review of current objectives, strategy, and performance
- availability of resources
- organizational culture and structure
Which of the following is a purpose of a marketing plan?
the marketing plan provides a detailed formulation of the actions necessary to carry out the
marketing program
_____ is the curse of mature markets whereby products lack any real means of differentiation
and customers see competing products as offering roughly the same benefits
commoditization
, Which of the following outlines the organizations game plan for success?
marketing plan
In a truly market-oriented organization, what is the role of the CEO?
ensure that his or her employees have everything they need to perform their jobs well.
The key to coordination is to ensure that functional areas maintain:
open lines of communication at all times
A marketer at General Mills in charge of international expansion wants to determine Kellogg's
market share in Mexico. What type of marketing activity should she apply?
Competitive Analysis
A good marketing plan outline is which of the following?
comprehensive, flexible, consistent, logical
Which of the following type of plan focuses on specific markets or market segments and the
development of marketing programs that will fulfill the needs of customers in those markets?
Tactical planning
A customers decision to purchase one product or group of products over another is primarily
a function of:
how well that choice will fulfill their needs and satisfy their wants.
Changing value propositions in todays economy - such as changes caused by the growth in e-
commerce - have forced marketers to learn a tough lesson about customers. What is that
lesson?
In situations where customers see goods and services as commodities, they will turn to the
most convenient, least-expensive
alternative.
Issues such as marketing's position and authority in a firms hierarchy, the customers
orientation of the firm, and the emphasis on short or long term planning are examples of
which component of the internal environment?
Cultural and structural issues
The sheer volume of available information on the economy, population, and business
activities is the major strength of most __________ data sources.
Planning & Competitive Analysis|Verified Questions
Provided with A+ Graded Rationales LATEST
UPDATED 2026
The term _____ is used to describe the ability of a product to satisfy a customers desires
Utility
Which of the following focuses on the internal factors and external factors that give the firm
certain advantages and disadvantages in satisfying the needs of its target market?
SWOT Analysis
Microsoft is interested in customers perceptions of windows 8, its new PC operating system.
Since the research goal is rather specific, Microsoft should conduct its own _____ research by
asking customers to complete an online questionnaire
Primary
_____ firms are those that successfully generate, disseminate, and respond to market
information
Market-oriented
Although internal data sources gave a number of advantages, one of their biggest problems is:
it is often not in a readily accessible form for planning
Which of the following is part of evaluating the internal environment?
- review of current objectives, strategy, and performance
- availability of resources
- organizational culture and structure
Which of the following is a purpose of a marketing plan?
the marketing plan provides a detailed formulation of the actions necessary to carry out the
marketing program
_____ is the curse of mature markets whereby products lack any real means of differentiation
and customers see competing products as offering roughly the same benefits
commoditization
, Which of the following outlines the organizations game plan for success?
marketing plan
In a truly market-oriented organization, what is the role of the CEO?
ensure that his or her employees have everything they need to perform their jobs well.
The key to coordination is to ensure that functional areas maintain:
open lines of communication at all times
A marketer at General Mills in charge of international expansion wants to determine Kellogg's
market share in Mexico. What type of marketing activity should she apply?
Competitive Analysis
A good marketing plan outline is which of the following?
comprehensive, flexible, consistent, logical
Which of the following type of plan focuses on specific markets or market segments and the
development of marketing programs that will fulfill the needs of customers in those markets?
Tactical planning
A customers decision to purchase one product or group of products over another is primarily
a function of:
how well that choice will fulfill their needs and satisfy their wants.
Changing value propositions in todays economy - such as changes caused by the growth in e-
commerce - have forced marketers to learn a tough lesson about customers. What is that
lesson?
In situations where customers see goods and services as commodities, they will turn to the
most convenient, least-expensive
alternative.
Issues such as marketing's position and authority in a firms hierarchy, the customers
orientation of the firm, and the emphasis on short or long term planning are examples of
which component of the internal environment?
Cultural and structural issues
The sheer volume of available information on the economy, population, and business
activities is the major strength of most __________ data sources.
