DOWNLOADgTHEgTestgBankgforgMgMarketingg5thgEditiongGrewal
Chapterg02
g DevelopinggMarketinggStrategiesgandgAgMarketinggPla
n
Trueg/gFalsegQuestions
1. StronggsuppliergrelationsgandgefficientgsupplygchainsghelpgfirmsgsuchgasgWalmartgachi
evegoperationalgexcellence.
True False
2. Togbuildgagsustainablegcompetitivegadvantage,gcompaniesgshouldgfocusgongagsinglegstrategy.
True False
3. Itgisgnotgalwaysgnecessarygtoggogthroughgallgthegstepsgingthegmarketinggplanninggprocess.
True False
4. Agmissiongstatementgdescribesgthegspecificgactionsgagfirmgwillgtakegtogachievegitsggoals.
True False
5. iTunesgsoftwaregisgoftengcreditedgwithgthegsuccessgofgthegApplegiPodgMP3gplayer,gbecausegitgm
adegthegiPodgeasiergtogusegthangcompetinggplayersgandgwasgdifficultgforgcompetitorsgtogduplicat
e.gThisgisgangexamplegofgagsustainablegcompetitivegadvantage.
True False
6. STPgrefersgtogsegmentation,gtesting,gandgpromotion.
True False
2-1
Copyrightg©g2017gMcGraw-
HillgEducation.gAllgrightsgreserved.gNogreproductiongorgdistributiongwithoutgthegpriorgwrittengconsentgofg McGraw-
HillgEducation.
mynursytest.store
,DOWNLOADgTHEgTestgBankgforgMgMarketingg5thgEditiongGrewal
7. ThegcomponentsgofgagSWOTganalysisgaregstrengths,gweaknesses,gopportunities,gandgtactics.
True False
8. Firmsgaregtypicallygmoregsuccessfulgwhengtheygfocusgongopportunitiesgthatgbuildgongtheirgstren
gthsgrelativegtogthosegofgtheirgcompetition.
True False
9. Duke'sgisgagsurfer-
themedgrestaurantgchaingingHawaii.gMostgofgitsgcustomersgaregtourists.gIngagSWOTganalysisgforg
Duke's,gthegpossibilitygthatgthegrecessiongmightgcutgbackgongtourismgingHawaiigwouldgbegconsid
eredgagweakness.
True False
10. Pricegshouldgbegbasedgongthegvaluegthatgthegcustomergperceives.
True False
11. GeraldogmanagesgthegelectricalgturbinegenginegdivisiongofgGeneralgElectricgCorporation.gHegma
kesgmostgdecisionsgindependently,gwithoutgconsultinggheadquarters.gGeraldogmanagesgagstrat
egicgbusinessgunit.
True False
12. Thegstrategicgplanninggprocessgalwaysgproceedsgsequentiallygthroughgthegfivegsteps.
True False
13. Isaacgisglookinggforgwaysgtogoffergnewggoodsgandgservicesgtoghisgexistinggcustomers.gHegisgpur
suinggagmarketgdevelopmentgstrategy.
True False
2-2
Copyrightg©g2017gMcGraw-
HillgEducation.gAllgrightsgreserved.gNogreproductiongorgdistributiongwithoutgthegpriorgwrittengconsentgofg McGraw-
HillgEducation.
mynursytest.store
,DOWNLOADgTHEgTestgBankgforgMgMarketingg5thgEditiongGrewal
14. SanDisk'sgMP3gplayergproductglineg(calledgthegSansa)ghasgaglowgrelativegmarketgshare.gTheg
MP3gplayergmarketgisgexpectedgtogdeclinegovergthegnextgfewgyears.gIngthegBostongConsulti
nggGroupg(BCG)gportfolioganalysis,gthegSansagwouldgbegconsideredgagdog.
True False
15. Theg"implementgmarketinggmix"gstepgofgthegstrategicgmarketinggplanninggprocessgisgpartgof
gthegcontrolgphase.
True False
16. Relativegmarketgsharegisgangexamplegofgagmarketinggmetric.
True False
17. Productgpenetrationgisgonegofgthegfourgmajorggrowthgstrategies.
True False
MultiplegChoicegQuestions
18. Ifgagfirmgwantsgtogdevelopgagsustainablegcompetitivegadvantage,gitgshould
A. begingangaggressivegcampaigngtogbuygupgcompetitors.
B. copygtheginnovativegfeaturesgofgothergfirmsgthatgaregattractivegtogcustomers.
C. examinegitsgoperationsgandgcustomergrelationsgtogidentifygsignificantgthingsgcompetitorsgcan
notgeasilygcopy.
D. increasegitsgmarketinggbudgetgsogthatgitgoutspendsgitsgcompetitors.
E. arrangegtogmeetgwithgcompetitorsgtogdiscussghowgtogavoidgdirectgcompetition.
2-3
Copyrightg©g2017gMcGraw-
HillgEducation.gAllgrightsgreserved.gNogreproductiongorgdistributiongwithoutgthegpriorgwrittengconsentgofg McGraw-
HillgEducation.
mynursytest.store
, DOWNLOADgTHEgTestgBankgforgMgMarketingg5thgEditiongGrewal
19. Whichgofgthegfollowinggisgnotgonegofgthegfourgoverarchinggstrategiesgtogcreategandgdelivergvalue
gandgtogdevelopgsustainablegcompetitivegadvantages?
A. locationalgexcellence
B. customergexcellence
C. operationalg excellence
D. productgexcellence
E. planninggexcellence
20. WhengRamona,gthegkeynotegspeakergatgagmajorgbusinessgleaders'gconference,garrivedgingthegmi
ddlegofgthegnightgatgthegRitz-
Carlton,gshegwasgexhaustedgandghergsuitgwasgwrinkledgfromgherg10-
hourgplanegtrip.gThegnightgclerkgfoundgsomeonegtogdrygcleangRamona'sgsuitgandghavegitgreadyg
forghergmorninggpresentation.gSheghasgbeengagloyalgRitz-
Carltongcustomergevergsince.gIngthisgexample,gRitz-gCarltongdemonstratedgthegmacrogstrategygof
A. customergexcellence.
B. operationalg excellence.
C. productgexcellence.
D. promotionalgexcellence.
E. globalgexcellence.
21. Takinggstepsgtogencouragegcustomergloyaltygisgthegfocusgofgdevelopinggthegmacrog strategygof
excellence.
A. operational
B. locational
C. customer
D. product
E. service
2-4
Copyrightg©g2017gMcGraw-
HillgEducation.gAllgrightsgreserved.gNogreproductiongorgdistributiongwithoutgthegpriorgwrittengconsentgofg McGraw-
HillgEducation.
mynursytest.store
Chapterg02
g DevelopinggMarketinggStrategiesgandgAgMarketinggPla
n
Trueg/gFalsegQuestions
1. StronggsuppliergrelationsgandgefficientgsupplygchainsghelpgfirmsgsuchgasgWalmartgachi
evegoperationalgexcellence.
True False
2. Togbuildgagsustainablegcompetitivegadvantage,gcompaniesgshouldgfocusgongagsinglegstrategy.
True False
3. Itgisgnotgalwaysgnecessarygtoggogthroughgallgthegstepsgingthegmarketinggplanninggprocess.
True False
4. Agmissiongstatementgdescribesgthegspecificgactionsgagfirmgwillgtakegtogachievegitsggoals.
True False
5. iTunesgsoftwaregisgoftengcreditedgwithgthegsuccessgofgthegApplegiPodgMP3gplayer,gbecausegitgm
adegthegiPodgeasiergtogusegthangcompetinggplayersgandgwasgdifficultgforgcompetitorsgtogduplicat
e.gThisgisgangexamplegofgagsustainablegcompetitivegadvantage.
True False
6. STPgrefersgtogsegmentation,gtesting,gandgpromotion.
True False
2-1
Copyrightg©g2017gMcGraw-
HillgEducation.gAllgrightsgreserved.gNogreproductiongorgdistributiongwithoutgthegpriorgwrittengconsentgofg McGraw-
HillgEducation.
mynursytest.store
,DOWNLOADgTHEgTestgBankgforgMgMarketingg5thgEditiongGrewal
7. ThegcomponentsgofgagSWOTganalysisgaregstrengths,gweaknesses,gopportunities,gandgtactics.
True False
8. Firmsgaregtypicallygmoregsuccessfulgwhengtheygfocusgongopportunitiesgthatgbuildgongtheirgstren
gthsgrelativegtogthosegofgtheirgcompetition.
True False
9. Duke'sgisgagsurfer-
themedgrestaurantgchaingingHawaii.gMostgofgitsgcustomersgaregtourists.gIngagSWOTganalysisgforg
Duke's,gthegpossibilitygthatgthegrecessiongmightgcutgbackgongtourismgingHawaiigwouldgbegconsid
eredgagweakness.
True False
10. Pricegshouldgbegbasedgongthegvaluegthatgthegcustomergperceives.
True False
11. GeraldogmanagesgthegelectricalgturbinegenginegdivisiongofgGeneralgElectricgCorporation.gHegma
kesgmostgdecisionsgindependently,gwithoutgconsultinggheadquarters.gGeraldogmanagesgagstrat
egicgbusinessgunit.
True False
12. Thegstrategicgplanninggprocessgalwaysgproceedsgsequentiallygthroughgthegfivegsteps.
True False
13. Isaacgisglookinggforgwaysgtogoffergnewggoodsgandgservicesgtoghisgexistinggcustomers.gHegisgpur
suinggagmarketgdevelopmentgstrategy.
True False
2-2
Copyrightg©g2017gMcGraw-
HillgEducation.gAllgrightsgreserved.gNogreproductiongorgdistributiongwithoutgthegpriorgwrittengconsentgofg McGraw-
HillgEducation.
mynursytest.store
,DOWNLOADgTHEgTestgBankgforgMgMarketingg5thgEditiongGrewal
14. SanDisk'sgMP3gplayergproductglineg(calledgthegSansa)ghasgaglowgrelativegmarketgshare.gTheg
MP3gplayergmarketgisgexpectedgtogdeclinegovergthegnextgfewgyears.gIngthegBostongConsulti
nggGroupg(BCG)gportfolioganalysis,gthegSansagwouldgbegconsideredgagdog.
True False
15. Theg"implementgmarketinggmix"gstepgofgthegstrategicgmarketinggplanninggprocessgisgpartgof
gthegcontrolgphase.
True False
16. Relativegmarketgsharegisgangexamplegofgagmarketinggmetric.
True False
17. Productgpenetrationgisgonegofgthegfourgmajorggrowthgstrategies.
True False
MultiplegChoicegQuestions
18. Ifgagfirmgwantsgtogdevelopgagsustainablegcompetitivegadvantage,gitgshould
A. begingangaggressivegcampaigngtogbuygupgcompetitors.
B. copygtheginnovativegfeaturesgofgothergfirmsgthatgaregattractivegtogcustomers.
C. examinegitsgoperationsgandgcustomergrelationsgtogidentifygsignificantgthingsgcompetitorsgcan
notgeasilygcopy.
D. increasegitsgmarketinggbudgetgsogthatgitgoutspendsgitsgcompetitors.
E. arrangegtogmeetgwithgcompetitorsgtogdiscussghowgtogavoidgdirectgcompetition.
2-3
Copyrightg©g2017gMcGraw-
HillgEducation.gAllgrightsgreserved.gNogreproductiongorgdistributiongwithoutgthegpriorgwrittengconsentgofg McGraw-
HillgEducation.
mynursytest.store
, DOWNLOADgTHEgTestgBankgforgMgMarketingg5thgEditiongGrewal
19. Whichgofgthegfollowinggisgnotgonegofgthegfourgoverarchinggstrategiesgtogcreategandgdelivergvalue
gandgtogdevelopgsustainablegcompetitivegadvantages?
A. locationalgexcellence
B. customergexcellence
C. operationalg excellence
D. productgexcellence
E. planninggexcellence
20. WhengRamona,gthegkeynotegspeakergatgagmajorgbusinessgleaders'gconference,garrivedgingthegmi
ddlegofgthegnightgatgthegRitz-
Carlton,gshegwasgexhaustedgandghergsuitgwasgwrinkledgfromgherg10-
hourgplanegtrip.gThegnightgclerkgfoundgsomeonegtogdrygcleangRamona'sgsuitgandghavegitgreadyg
forghergmorninggpresentation.gSheghasgbeengagloyalgRitz-
Carltongcustomergevergsince.gIngthisgexample,gRitz-gCarltongdemonstratedgthegmacrogstrategygof
A. customergexcellence.
B. operationalg excellence.
C. productgexcellence.
D. promotionalgexcellence.
E. globalgexcellence.
21. Takinggstepsgtogencouragegcustomergloyaltygisgthegfocusgofgdevelopinggthegmacrog strategygof
excellence.
A. operational
B. locational
C. customer
D. product
E. service
2-4
Copyrightg©g2017gMcGraw-
HillgEducation.gAllgrightsgreserved.gNogreproductiongorgdistributiongwithoutgthegpriorgwrittengconsentgofg McGraw-
HillgEducation.
mynursytest.store
