Test Bank for MKTG 11th Edition by Charles W. Lamb.pdf

TESThBANKhFORhMARKETINGh8THhEDITIONh2022h
EXAMINATIONhSTUDYhGUIDEh2022
1. ThehmanufacturerhofhMachohbrandhmartialhartshproductshwashimplementinghahstrategichplanhwhenhithsponsoredhahl
ocalhkaratehtournamenthforhteenagers.
a. True
b. False
ANSWER: False
RATIONALE: Suchhahshort-
rangehdecisionhishtypicallyhahtacticalhplanhorhoperatinghdecision,hnothahstrategichplan.
POINTS: 1
LEARNINGhOBJECTIVES:h MKTG.LAMB.15.02.01h-h2-1
TOPICS: AACSBhReflectivehThinking
KEYWORDS: CB&EhModelhStrategy
OTHER: BLOOMShLevelhIIIhApplication

2. BerkshirehHathawayhInc.,hahlargehpropertyhinsurancehcompany,hownshahlargehchainhofhjewelryhstoreshandhhashre
centlyhpurchasedhRussellhCorporation,hahmanufacturerhofhsportinghgoods.hBerkshirehHathawayhuseshahmarkethpe
netrationhstrategy.
a. True
b. False
ANSWER: False
RATIONALE: BerkshirehHathawayhuseshahdiversificationhstrategy.
POINTS: 1
LEARNINGhOBJECTIVES:h MKTG.LAMB.15.02.03h-h2-3
TOPICS: AACSBhReflectivehThinking
KEYWORDS: CB&EhModelhStrategy
OTHER: BLOOMShLevelhIIIhApplication

3. WhenhthehInternethauctionhcompanyheBayhopenedhahversionhofhthehcompanyhcalledheBayhFrancehforhthehFrenchh
market,hithwashanhexamplehofhmarkethpenetration.
a. True
b. False
ANSWER: False
RATIONALE:
Markethpenetrationhishthehstrategyhofhsellinghmorehtohthehexistinghcustomers.hThishi
shanhexamplehofhahmarkethdevelopmenthstrategy,hwhichhishattractinghnewhcustomershtohe
xistinghproducts.
POINTS: 1
LEARNINGhOBJECTIVES:h MKTG.LAMB.15.02.03h-h2-3
TOPICS: AACSBhReflectivehThinking
KEYWORDS: CB&EhModelhStrategy
OTHER: BLOOMShLevelhIIIhApplication

,TESThBANKhFORhMARKETINGh8THhEDITIONh2022h
EXAMINATIONhSTUDYhGUIDEh2022
4. Ahmarkethpenetrationhstrategyhentailshthehcreationhofhnewhproductshforhcurrenthcustomers.
a. True
b. False
ANSWER: False
RATIONALE:
Thishishanhexamplehofhproducthdevelopmenthstrategy.hAhmarkethpenetrationhstrategy
hinhonehthathtrieshtohincreasehmarkethsharehamonghexistinghcustomers.
POINTS: 1
LEARNINGhOBJECTIVES:h MKTG.LAMB.15.02.03h-h2-3
TOPICS: AACSBhReflectivehThinking
KEYWORDS: CB&EhModelhStrategy
OTHER: BLOOMShLevelhIhKnowledge

5. ThehHomehDepot’shpurchasehofhHugheshSupplyhCompanyhallowshithtohbetterhmeeththehneedshofhitshcurrenthbusinessh
customers.hThishishanhexamplehofhproducthdevelopment.
a. True
b. False
ANSWER: True
POINTS: 1
LEARNINGhOBJECTIVES:h MKTG.LAMB.15.02.03h-h2-3
TOPICS: AACSBhReflectivehThinking
KEYWORDS: CB&EhModelhStrategy
OTHER: BLOOMShLevelhIIIhApplication

6. Whenhahfloristhshophbeginshtohsellhburialhcasketshtohitshcustomers,hithishengagedhinhproducthdevelopment.
a. True
b. False
ANSWER: True
RATIONALE: Producthdevelopmenthishthehofferinghofhnewhproductshtohcurrenthmarkets.
POINTS: 1
LEARNINGhOBJECTIVES:h MKTG.LAMB.15.02.03h-h2-3
TOPICS: AACSBhReflectivehThinking
KEYWORDS: CB&EhModelhStrategy
OTHER: BLOOMShLevelhIIIhApplication

7. Ahdiversificationhstrategyhentailshincreasinghsaleshbyhintroducinghnewhproductshintohnewhmarkets.
a. True
b. False
ANSWER: True
POINTS: 1
LEARNINGhOBJECTIVES:h MKTG.LAMB.15.02.03h-h2-3
TOPICS: AACSBhReflectivehThinking

,TESThBANKhFORhMARKETINGh8THhEDITIONh2022h
EXAMINATIONhSTUDYhGUIDEh2022
KEYWORDS: CB&EhModelhStrategy
OTHER: BLOOMShLevelhIhKnowledge

, Fullh fileh ath http://testbankscafe.eu/Test-Bank-for-MKTG-8-8th-Edition-Lamb,-Hair,-McDaniel



8. Thehportfoliohmatrixhishahtoolhforhallocatinghresourceshamonghproductshorhstrategichbusinesshunitshonhthehbasishofhr
elativehmarkethsharehandhdegreehofhinnovation.
a. True
b. False
ANSWER: False
RATIONALE: Thehportfoliohmatrixhishbasedhonhrelativehmarkethsharehandhmarkethgrowthhrate.
POINTS: 1
LEARNINGhOBJECTIVES:h MKTG.LAMB.15.02.03h-h2-3
TOPICS: AACSBhReflectivehThinking
KEYWORDS: CB&EhModelhStrategy
OTHER: BLOOMShLevelhIhKnowledge

9. Thehmarketinghplanhishahwrittenhdocumenththathactshashahguidebookhofhmarketinghactivitieshforhthehmarketingh
manager.
a. True
b. False
ANSWER: True
POINTS: 1
LEARNINGhOBJECTIVES:h MKTG.LAMB.15.02.03h-h2-3
TOPICS: AACSBhReflectivehThinking
KEYWORDS: CB&EhModelhMarketinghPlan
OTHER: BLOOMShLevelhIhKnowledge

10. Ahfirm’shmissionhstatementhshouldhanswerhthehquestion,h“Whathproductshdohwehproducehbest?”
a. True
b. False
ANSWER: False
RATIONALE:
Missionhstatementshshouldhnothfocushonhspecifichproducthofferingshbuthonhthehma
rkethorhmarketshserved.
POINTS: 1
LEARNINGhOBJECTIVES:h MKTG.LAMB.15.02.04h-h2-4
TOPICS: AACSBhReflectivehThinking
KEYWORDS: CB&EhModelhStrategy
OTHER: BLOOMShLevelhIIhComprehension

11. Ahproductionhcostshanalysishcouldhbehahparthofhahcompany’shSWOThanalysis.
a. True
b. False
ANSWER: True
POINTS: 1
LEARNINGhOBJECTIVES:h MKTG.LAMB.15.02.05h-h2-5
TOPICS: AACSBhReflectivehThinking
OTHER: BLOOMShLevelhIVhAnalysis