Marketing Management 6301 Final Review
The ________ is the central instrument for directing and coordinating the
marketing effort. - CORRECT ANSWER-Marketing plan
_____ are SBUs with a low share of low-growth markets-they may generate
enough cash to sustain themselves, but they do not hold the promise of ever
becoming real winners for the firm. - CORRECT ANSWER-Dogs
In the Boston Consulting Group (BCG) model to analyze a firm's strategic
business units, or SBUs, the vertical axis reflects the: - CORRECT
ANSWER-industry growth rate
Gillette continues to manufacture Liquid Paper correction fluid for use with
typewriters even though most of the world uses word processors. It is a small
market that has little growth, but Liquid Paper has the largest market share, and
Gillette invests no promotional monies in maintaining the declining product.
Liquid Paper is an example of a: - CORRECT ANSWER-cash cow
The first step in the business unit strategic-planning process deals with which of
the following? - CORRECT ANSWER-Business mission.
If you were the marketing manager of an organization that had chosen growth via
current products sold to new markets,
your organization would have chosen a ________ strategy. - CORRECT
ANSWER-market-development
Assume McDonald's is engaging in a market development strategy. Which of the
following actions best illustrates a market development strategy? - CORRECT
ANSWER-opening the first McDonald's in China
Market-penetration, product-development, and market-development strategies
would all be examples of ________ strategies. - CORRECT ANSWER-intensive
growth
, Which of the following terms matches to the phrase "it is a single business or
collection of related businesses that can be planned separately from the rest of
the company"? - CORRECT ANSWER-Strategic business unit.
The acronym SWOT used in the term SWOT analysis stands for: - CORRECT
ANSWER-strengths, weaknesses, opportunities, and threats.
________ is a set of distinguishing human psychological traits that lead to
relatively consistent and enduring responses to environmental stimuli. -
CORRECT ANSWER-Personality
The fundamental determinant of a person's wants and behavior is the person's
________. - CORRECT ANSWER-culture
A person's ________ consist(s) of all the groups that have a direct (face-to-face)
or indirect influence on his/her attitudes or behavior. - CORRECT
ANSWER-reference groups
When a consumer makes the final decision on which brand to buy, he or she
selects a brand from the ________ set. - CORRECT ANSWER-choice
________ assumed that the psychological forces shaping people's behavior are
largely from the subconscious, and that a person
cannot fully understand his or her own motivations - CORRECT
ANSWER-Sigmund Freud
________ is the study of how individuals, groups, and organizations select, buy,
use, and dispose of goods, services, ideas, or experiences to satisfy their needs
and wants. - CORRECT ANSWER-Consumer behavior
A person's consistent behaviors or responses to recurring situations is his or her:
- CORRECT ANSWER-personality
If a direct mail marketer wished to direct promotional efforts toward the family of
________, efforts need to be directed toward parents and siblings of the family
members. - CORRECT ANSWER-orientation
The ________ is the central instrument for directing and coordinating the
marketing effort. - CORRECT ANSWER-Marketing plan
_____ are SBUs with a low share of low-growth markets-they may generate
enough cash to sustain themselves, but they do not hold the promise of ever
becoming real winners for the firm. - CORRECT ANSWER-Dogs
In the Boston Consulting Group (BCG) model to analyze a firm's strategic
business units, or SBUs, the vertical axis reflects the: - CORRECT
ANSWER-industry growth rate
Gillette continues to manufacture Liquid Paper correction fluid for use with
typewriters even though most of the world uses word processors. It is a small
market that has little growth, but Liquid Paper has the largest market share, and
Gillette invests no promotional monies in maintaining the declining product.
Liquid Paper is an example of a: - CORRECT ANSWER-cash cow
The first step in the business unit strategic-planning process deals with which of
the following? - CORRECT ANSWER-Business mission.
If you were the marketing manager of an organization that had chosen growth via
current products sold to new markets,
your organization would have chosen a ________ strategy. - CORRECT
ANSWER-market-development
Assume McDonald's is engaging in a market development strategy. Which of the
following actions best illustrates a market development strategy? - CORRECT
ANSWER-opening the first McDonald's in China
Market-penetration, product-development, and market-development strategies
would all be examples of ________ strategies. - CORRECT ANSWER-intensive
growth
, Which of the following terms matches to the phrase "it is a single business or
collection of related businesses that can be planned separately from the rest of
the company"? - CORRECT ANSWER-Strategic business unit.
The acronym SWOT used in the term SWOT analysis stands for: - CORRECT
ANSWER-strengths, weaknesses, opportunities, and threats.
________ is a set of distinguishing human psychological traits that lead to
relatively consistent and enduring responses to environmental stimuli. -
CORRECT ANSWER-Personality
The fundamental determinant of a person's wants and behavior is the person's
________. - CORRECT ANSWER-culture
A person's ________ consist(s) of all the groups that have a direct (face-to-face)
or indirect influence on his/her attitudes or behavior. - CORRECT
ANSWER-reference groups
When a consumer makes the final decision on which brand to buy, he or she
selects a brand from the ________ set. - CORRECT ANSWER-choice
________ assumed that the psychological forces shaping people's behavior are
largely from the subconscious, and that a person
cannot fully understand his or her own motivations - CORRECT
ANSWER-Sigmund Freud
________ is the study of how individuals, groups, and organizations select, buy,
use, and dispose of goods, services, ideas, or experiences to satisfy their needs
and wants. - CORRECT ANSWER-Consumer behavior
A person's consistent behaviors or responses to recurring situations is his or her:
- CORRECT ANSWER-personality
If a direct mail marketer wished to direct promotional efforts toward the family of
________, efforts need to be directed toward parents and siblings of the family
members. - CORRECT ANSWER-orientation
