DOWNLOAD THE Test Bank for M Marketing 5th Edition Grewal
r r r r r r r r r
Chapter 02 r r
Developing Marketing Strategies and A Marketing Plan
r r r r r r
Truer/rFalserQuestions
1. StrongrsupplierrrelationsrandrefficientrsupplyrchainsrhelprfirmsrsuchrasrWalmartrachieverop
erationalrexcellence.
True False
2. Torbuildrarsustainablercompetitiveradvantage,rcompaniesrshouldrfocusronrarsinglerstrategy.
True False
3. Itrisrnotralwaysrnecessaryrtorgorthroughrallrtherstepsrinrthermarketingrplanningrprocess.
True False
4. Armissionrstatementrdescribesrtherspecificractionsrarfirmrwillrtakertorachieveritsrgoals.
True False
5. iTunesrsoftwarerisroftenrcreditedrwithrthersuccessrofrtherAppleriPodrMP3rplayer,rbecauseritrmadertheri
Podreasierrtoruserthanrcompetingrplayersrandrwasrdifficultrforrcompetitorsrtorduplicate.rThisrisranrexam
plerofrarsustainablercompetitiveradvantage.
True False
6. STPrrefersrtorsegmentation,rtesting,randrpromotion.
True False
2-1
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HillrEducation.rAllrrightsrreserved.rNorreproductionrorrdistributionrwithoutrtherpriorrwrittenrconsentrofr McGraw-HillrEducation.
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r r r r r r r r r
7. ThercomponentsrofrarSWOTranalysisrarerstrengths,rweaknesses,ropportunities,randrtactics.
True False
8. Firmsrarertypicallyrmorersuccessfulrwhenrtheyrfocusronropportunitiesrthatrbuildronrtheirrstrengthsrrel
ativertorthoserofrtheirrcompetition.
True False
9. Duke'srisrarsurfer-
themedrrestaurantrchainrinrHawaii.rMostrofritsrcustomersrarertourists.rInrarSWOTranalysisrforrDuke's,rth
erpossibilityrthatrtherrecessionrmightrcutrbackronrtourismrinrHawaiirwouldrberconsideredrarweakness.
True False
10. Pricershouldrberbasedronrthervaluerthatrthercustomerrperceives.
True False
11. GeraldormanagesrtherelectricalrturbinerenginerdivisionrofrGeneralrElectricrCorporation.rHermakesrm
ostrdecisionsrindependently,rwithoutrconsultingrheadquarters.rGeraldormanagesrarstrategicrbusine
ssrunit.
True False
12. Therstrategicrplanningrprocessralwaysrproceedsrsequentiallyrthroughrtherfiversteps.
True False
13. Isaacrisrlookingrforrwaysrtorofferrnewrgoodsrandrservicesrtorhisrexistingrcustomers.rHerisrpursuingrarm
arketrdevelopmentrstrategy.
True False
2-2
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HillrEducation.rAllrrightsrreserved.rNorreproductionrorrdistributionrwithoutrtherpriorrwrittenrconsentrofr McGraw-HillrEducation.
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,DOWNLOAD THE Test Bank for M Marketing 5th Edition Grewal
r r r r r r r r r
14. SanDisk'srMP3rplayerrproductrliner(calledrtherSansa)rhasrarlowrrelativermarketrshare.rTherMP3rpla
yerrmarketrisrexpectedrtordeclineroverrthernextrfewryears.rInrtherBostonrConsultingrGroupr(BCG)r
portfolioranalysis,rtherSansarwouldrberconsideredrardog.
True False
15. Ther"implementrmarketingrmix"rsteprofrtherstrategicrmarketingrplanningrprocessrisrpartrofrtherco
ntrolrphase.
True False
16. Relativermarketrsharerisranrexamplerofrarmarketingrmetric.
True False
17. Productrpenetrationrisronerofrtherfourrmajorrgrowthrstrategies.
True False
MultiplerChoicerQuestions
18. Ifrarfirmrwantsrtordeveloprarsustainablercompetitiveradvantage,ritrshould
A. beginranraggressivercampaignrtorbuyruprcompetitors.
B. copyrtherinnovativerfeaturesrofrotherrfirmsrthatrarerattractivertorcustomers.
C. examineritsroperationsrandrcustomerrrelationsrtoridentifyrsignificantrthingsrcompetitorsrcannotrea
silyrcopy.
D. increaseritsrmarketingrbudgetrsorthatritroutspendsritsrcompetitors.
E. arrangertormeetrwithrcompetitorsrtordiscussrhowrtoravoidrdirectrcompetition.
2-3
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HillrEducation.rAllrrightsrreserved.rNorreproductionrorrdistributionrwithoutrtherpriorrwrittenrconsentrofr McGraw-HillrEducation.
mynursytest.store
, DOWNLOAD THE Test Bank for M Marketing 5th Edition Grewal
r r r r r r r r r
19. Whichrofrtherfollowingrisrnotronerofrtherfourroverarchingrstrategiesrtorcreaterandrdeliverrvaluerandrtord
eveloprsustainablercompetitiveradvantages?
A. locationalrexcellence
B. customerrexcellence
C. operationalr excellence
D. productrexcellence
E. planningrexcellence
20. WhenrRamona,rtherkeynoterspeakerratrarmajorrbusinessrleaders'rconference,rarrivedrinrthermiddlerofrt
hernightratrtherRitz-Carlton,rsherwasrexhaustedrandrherrsuitrwasrwrinkledrfromrherr10-
hourrplanertrip.rThernightrclerkrfoundrsomeonertordryrcleanrRamona'srsuitrandrhaveritrreadyrforrherrm
orningrpresentation.rSherhasrbeenrarloyalrRitz-Carltonrcustomerreverrsince.rInrthisrexample,rRitz-
Carltonrdemonstratedrthermacrorstrategyrof
r
A. customerrexcellence.
B. operationalr excellence.
C. productrexcellence.
D. promotionalrexcellence.
E. globalrexcellence.
21. Takingrstepsrtorencouragercustomerrloyaltyrisrtherfocusrofrdevelopingrthermacror strategyrof
excellence.
A. operational
B. locational
C. customer
D. product
E. service
2-4
Copyrightr©r2017rMcGraw-
HillrEducation.rAllrrightsrreserved.rNorreproductionrorrdistributionrwithoutrtherpriorrwrittenrconsentrofr McGraw-HillrEducation.
mynursytest.store
r r r r r r r r r
Chapter 02 r r
Developing Marketing Strategies and A Marketing Plan
r r r r r r
Truer/rFalserQuestions
1. StrongrsupplierrrelationsrandrefficientrsupplyrchainsrhelprfirmsrsuchrasrWalmartrachieverop
erationalrexcellence.
True False
2. Torbuildrarsustainablercompetitiveradvantage,rcompaniesrshouldrfocusronrarsinglerstrategy.
True False
3. Itrisrnotralwaysrnecessaryrtorgorthroughrallrtherstepsrinrthermarketingrplanningrprocess.
True False
4. Armissionrstatementrdescribesrtherspecificractionsrarfirmrwillrtakertorachieveritsrgoals.
True False
5. iTunesrsoftwarerisroftenrcreditedrwithrthersuccessrofrtherAppleriPodrMP3rplayer,rbecauseritrmadertheri
Podreasierrtoruserthanrcompetingrplayersrandrwasrdifficultrforrcompetitorsrtorduplicate.rThisrisranrexam
plerofrarsustainablercompetitiveradvantage.
True False
6. STPrrefersrtorsegmentation,rtesting,randrpromotion.
True False
2-1
Copyrightr©r2017rMcGraw-
HillrEducation.rAllrrightsrreserved.rNorreproductionrorrdistributionrwithoutrtherpriorrwrittenrconsentrofr McGraw-HillrEducation.
mynursytest.store
,DOWNLOAD THE Test Bank for M Marketing 5th Edition Grewal
r r r r r r r r r
7. ThercomponentsrofrarSWOTranalysisrarerstrengths,rweaknesses,ropportunities,randrtactics.
True False
8. Firmsrarertypicallyrmorersuccessfulrwhenrtheyrfocusronropportunitiesrthatrbuildronrtheirrstrengthsrrel
ativertorthoserofrtheirrcompetition.
True False
9. Duke'srisrarsurfer-
themedrrestaurantrchainrinrHawaii.rMostrofritsrcustomersrarertourists.rInrarSWOTranalysisrforrDuke's,rth
erpossibilityrthatrtherrecessionrmightrcutrbackronrtourismrinrHawaiirwouldrberconsideredrarweakness.
True False
10. Pricershouldrberbasedronrthervaluerthatrthercustomerrperceives.
True False
11. GeraldormanagesrtherelectricalrturbinerenginerdivisionrofrGeneralrElectricrCorporation.rHermakesrm
ostrdecisionsrindependently,rwithoutrconsultingrheadquarters.rGeraldormanagesrarstrategicrbusine
ssrunit.
True False
12. Therstrategicrplanningrprocessralwaysrproceedsrsequentiallyrthroughrtherfiversteps.
True False
13. Isaacrisrlookingrforrwaysrtorofferrnewrgoodsrandrservicesrtorhisrexistingrcustomers.rHerisrpursuingrarm
arketrdevelopmentrstrategy.
True False
2-2
Copyrightr©r2017rMcGraw-
HillrEducation.rAllrrightsrreserved.rNorreproductionrorrdistributionrwithoutrtherpriorrwrittenrconsentrofr McGraw-HillrEducation.
mynursytest.store
,DOWNLOAD THE Test Bank for M Marketing 5th Edition Grewal
r r r r r r r r r
14. SanDisk'srMP3rplayerrproductrliner(calledrtherSansa)rhasrarlowrrelativermarketrshare.rTherMP3rpla
yerrmarketrisrexpectedrtordeclineroverrthernextrfewryears.rInrtherBostonrConsultingrGroupr(BCG)r
portfolioranalysis,rtherSansarwouldrberconsideredrardog.
True False
15. Ther"implementrmarketingrmix"rsteprofrtherstrategicrmarketingrplanningrprocessrisrpartrofrtherco
ntrolrphase.
True False
16. Relativermarketrsharerisranrexamplerofrarmarketingrmetric.
True False
17. Productrpenetrationrisronerofrtherfourrmajorrgrowthrstrategies.
True False
MultiplerChoicerQuestions
18. Ifrarfirmrwantsrtordeveloprarsustainablercompetitiveradvantage,ritrshould
A. beginranraggressivercampaignrtorbuyruprcompetitors.
B. copyrtherinnovativerfeaturesrofrotherrfirmsrthatrarerattractivertorcustomers.
C. examineritsroperationsrandrcustomerrrelationsrtoridentifyrsignificantrthingsrcompetitorsrcannotrea
silyrcopy.
D. increaseritsrmarketingrbudgetrsorthatritroutspendsritsrcompetitors.
E. arrangertormeetrwithrcompetitorsrtordiscussrhowrtoravoidrdirectrcompetition.
2-3
Copyrightr©r2017rMcGraw-
HillrEducation.rAllrrightsrreserved.rNorreproductionrorrdistributionrwithoutrtherpriorrwrittenrconsentrofr McGraw-HillrEducation.
mynursytest.store
, DOWNLOAD THE Test Bank for M Marketing 5th Edition Grewal
r r r r r r r r r
19. Whichrofrtherfollowingrisrnotronerofrtherfourroverarchingrstrategiesrtorcreaterandrdeliverrvaluerandrtord
eveloprsustainablercompetitiveradvantages?
A. locationalrexcellence
B. customerrexcellence
C. operationalr excellence
D. productrexcellence
E. planningrexcellence
20. WhenrRamona,rtherkeynoterspeakerratrarmajorrbusinessrleaders'rconference,rarrivedrinrthermiddlerofrt
hernightratrtherRitz-Carlton,rsherwasrexhaustedrandrherrsuitrwasrwrinkledrfromrherr10-
hourrplanertrip.rThernightrclerkrfoundrsomeonertordryrcleanrRamona'srsuitrandrhaveritrreadyrforrherrm
orningrpresentation.rSherhasrbeenrarloyalrRitz-Carltonrcustomerreverrsince.rInrthisrexample,rRitz-
Carltonrdemonstratedrthermacrorstrategyrof
r
A. customerrexcellence.
B. operationalr excellence.
C. productrexcellence.
D. promotionalrexcellence.
E. globalrexcellence.
21. Takingrstepsrtorencouragercustomerrloyaltyrisrtherfocusrofrdevelopingrthermacror strategyrof
excellence.
A. operational
B. locational
C. customer
D. product
E. service
2-4
Copyrightr©r2017rMcGraw-
HillrEducation.rAllrrightsrreserved.rNorreproductionrorrdistributionrwithoutrtherpriorrwrittenrconsentrofr McGraw-HillrEducation.
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