9/15/2020 Assignment Print View
1. Award: 10.00 points
Amazon is able to achieve operational excellence because it not only has the technology to coordinate
personal buyers, it also has an effective HR hiring program that selects and trains the best employees.
True
False
Operational excellence is achieved through efficient operations and excellent supply chain and human
resource management.
References
True / False Difficulty: 1 Easy Learning Objective: 02-01 Define a
marketing strategy.
2. Award: 10.00 points
To build a sustainable competitive advantage, companies should focus on a single strategy.
True
False
In most cases, a single strategy, such as low prices or excellent service, is not sufficient to build a
sustainable competitive advantage. Firms require multiple approaches to build a "wall" around their
position that stands as high as possible.
References
True / False Difficulty: 1 Easy Learning Objective: 02-01 Define a
marketing strategy.
https://ezto.mheducation.com/hm_marketing.tpx 1/110
,9/15/2020 Assignment Print View
3. Award: 10.00 points
Establishing a sustainable competitive advantage is the key to long-term financial performance.
True
False
Over time, advantages will erode because of competitive forces, but by focusing on strategies to keep
competitors at bay, marketers can sustain their competitive advantage, minimize competitive pressure,
and boost profits for a longer time. Thus, establishing a sustainable competitive advantage is key to
long-term financial performance.
References
True / False Difficulty: 1 Easy Learning Objective: 02-01 Define a
marketing strategy.
4. Award: 10.00 points
It is not always necessary to go through all the steps in the marketing planning process.
True
False
It is not always necessary to go through the entire process for every evaluation. For instance, a firm
could evaluate its performance in Step 5, and then go directly to Step 2 to conduct a situation audit
without redefining its overall mission.
References
True / False Difficulty: 1 Easy Learning Objective: 02-02 Describe the
elements of a marketing plan.
https://ezto.mheducation.com/hm_marketing.tpx 2/110
,9/15/2020 Assignment Print View
5. Award: 10.00 points
A mission statement describes the specific actions a firm will take to achieve its goals.
True
False
A mission statement is a broad description of a firm's objectives and the scope of activities it plans to
undertake.
References
True / False Difficulty: 1 Easy Learning Objective: 02-02 Describe the
elements of a marketing plan.
6. Award: 10.00 points
The step during which marketers segment the market, target those market segments, and position
products is known as the control phase.
True
False
STP takes place during the implementation phase of the marketing plan.
References
True / False Difficulty: 1 Easy Learning Objective: 02-02 Describe the
elements of a marketing plan.
https://ezto.mheducation.com/hm_marketing.tpx 3/110
, 9/15/2020 Assignment Print View
7. Award: 10.00 points
Kaiko’s Place is a surfer-themed restaurant chain in Hawaii. Most of its customers are tourists. In a
SWOT analysis for Kaiko’s Place, the possibility that the recession might cut back on tourism in Hawaii
would be considered a weakness.
True
False
A recession is an external factor with possible negative results, so it is a threat.
References
True / False Difficulty: 3 Hard Learning Objective: 02-03 Analyze a
marketing situation using SWOT analyses.
8. Award: 10.00 points
Firms use segmentation, targeting, and promotion to choose the consumer groups they wish to pursue
with its marketing efforts.
True
False
A firm uses segmentation to divide the marketplace into subgroups or segments; it then uses targeting
to determine which of those segments to pursue, and finally it uses positioning to decide how it should
position its products and services to best meet the needs of its chosen targets.
References
True / False Difficulty: 2 Medium Learning Objective: 02-04 Describe how a
firm chooses which consumer group(s) to
pursue with its marketing efforts.
https://ezto.mheducation.com/hm_marketing.tpx 4/110
1. Award: 10.00 points
Amazon is able to achieve operational excellence because it not only has the technology to coordinate
personal buyers, it also has an effective HR hiring program that selects and trains the best employees.
True
False
Operational excellence is achieved through efficient operations and excellent supply chain and human
resource management.
References
True / False Difficulty: 1 Easy Learning Objective: 02-01 Define a
marketing strategy.
2. Award: 10.00 points
To build a sustainable competitive advantage, companies should focus on a single strategy.
True
False
In most cases, a single strategy, such as low prices or excellent service, is not sufficient to build a
sustainable competitive advantage. Firms require multiple approaches to build a "wall" around their
position that stands as high as possible.
References
True / False Difficulty: 1 Easy Learning Objective: 02-01 Define a
marketing strategy.
https://ezto.mheducation.com/hm_marketing.tpx 1/110
,9/15/2020 Assignment Print View
3. Award: 10.00 points
Establishing a sustainable competitive advantage is the key to long-term financial performance.
True
False
Over time, advantages will erode because of competitive forces, but by focusing on strategies to keep
competitors at bay, marketers can sustain their competitive advantage, minimize competitive pressure,
and boost profits for a longer time. Thus, establishing a sustainable competitive advantage is key to
long-term financial performance.
References
True / False Difficulty: 1 Easy Learning Objective: 02-01 Define a
marketing strategy.
4. Award: 10.00 points
It is not always necessary to go through all the steps in the marketing planning process.
True
False
It is not always necessary to go through the entire process for every evaluation. For instance, a firm
could evaluate its performance in Step 5, and then go directly to Step 2 to conduct a situation audit
without redefining its overall mission.
References
True / False Difficulty: 1 Easy Learning Objective: 02-02 Describe the
elements of a marketing plan.
https://ezto.mheducation.com/hm_marketing.tpx 2/110
,9/15/2020 Assignment Print View
5. Award: 10.00 points
A mission statement describes the specific actions a firm will take to achieve its goals.
True
False
A mission statement is a broad description of a firm's objectives and the scope of activities it plans to
undertake.
References
True / False Difficulty: 1 Easy Learning Objective: 02-02 Describe the
elements of a marketing plan.
6. Award: 10.00 points
The step during which marketers segment the market, target those market segments, and position
products is known as the control phase.
True
False
STP takes place during the implementation phase of the marketing plan.
References
True / False Difficulty: 1 Easy Learning Objective: 02-02 Describe the
elements of a marketing plan.
https://ezto.mheducation.com/hm_marketing.tpx 3/110
, 9/15/2020 Assignment Print View
7. Award: 10.00 points
Kaiko’s Place is a surfer-themed restaurant chain in Hawaii. Most of its customers are tourists. In a
SWOT analysis for Kaiko’s Place, the possibility that the recession might cut back on tourism in Hawaii
would be considered a weakness.
True
False
A recession is an external factor with possible negative results, so it is a threat.
References
True / False Difficulty: 3 Hard Learning Objective: 02-03 Analyze a
marketing situation using SWOT analyses.
8. Award: 10.00 points
Firms use segmentation, targeting, and promotion to choose the consumer groups they wish to pursue
with its marketing efforts.
True
False
A firm uses segmentation to divide the marketplace into subgroups or segments; it then uses targeting
to determine which of those segments to pursue, and finally it uses positioning to decide how it should
position its products and services to best meet the needs of its chosen targets.
References
True / False Difficulty: 2 Medium Learning Objective: 02-04 Describe how a
firm chooses which consumer group(s) to
pursue with its marketing efforts.
https://ezto.mheducation.com/hm_marketing.tpx 4/110
