Test-bank-for-Marketing-9th-Canadian-Edition-by- Frederick-Crane.pdf

Chapter 02 s s




Developing Successful Organizational and Marketing Strategies
s s s s s




MultiplesChoicesQuestions



1. Bens&sJerry'ssmissionstosimproveshumanitysisslinkedstosvarioussorganizationalsandsmarketingsst
rategies,sonesofswhichsis




A. usingsmilksandscreamsobtainedsfromsCaringsDairy,sascooperativesthatsguaranteessitssupplierssaresb
ovinesgrowthshormonesfree.

B. thesintentsofsmakingsmodestsprofitsswithoutssacrificingshighsproductsqualitysstandards.

C. ingredientssthatsaresallscompletelysorganicsandsaresavailablesonlysinsVermontstosensuresfr
eshnesssandscontributestostheslocalseconomy.

D. ascommitmentstosdonatingsaspercentagesofsprofitsstosTeachsforsAmerica.

E. ingredientssthatscomesexclusivelysfromsdevelopedscountriesspromotingsFairsTradespractices.




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,2. Bens&sJerry'sssocialsentrepreneurshipseffortsissknownsas




A. ISOs9000,spromotingsthesqualitysconceptsthroughsitsscommitmentstosmakingsthesfinestsicescr
eamsfromsthesbestsingredients.

B. SightsLife,sgivingsitssstakeholderssthesgreatestspossiblesinputsintoscompanysmarketingsdecisions.

C. RegenerationsNation,sgeneratingsenoughsrevenuesforsthesfirmstosbesascompletelysnonprofitsor
ganization.

D. GivesandsGo,sdonatings10%sofsitssnetsprofitsstoslocalscharitablescausessandsansadditionals5%stossu
pportsproducerssthatspracticessustainablesfarming.

E. Partnershops,senablingscommunitysnonprofitsstosoperatesScoopsShopssthatshelpsemploysat-
risksyouthsandsyoungsadultsstosbetterstheirslives.


3. Bens&sJerry'sshassearnedsB-CorpscertificationsfromsB-Lab,swhichsmeanssitshas




A. reachedsthesgoalsofsgeneratingsenoughsrevenuestosbesascompletelysnonprofitsorganization.

B. assustainablesfinancialsbasissofsprofitablesgrowth,sincreasingsvaluesforsoursstakeholderssandse
xpandingsopportunitiessforsdevelopmentsandscareersgrowthsforsoursemployees.

C. thesgoalsofsmakingsprofitssforsselectedscharitablesorganizationsssuchsassFairsTrade.

D. beensrecognizedsforsitsseffortsstosusesthespowersofsbusinessstossolvessocialsandsenvironmentalspr
oblems.

E. beensinstrumentalsinsexpandingsintosinternationalsmarketssbysdevelopingsdairiessforsdevelopingsn
ations.




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,4. WhichsofsthesfollowingsstatementssregardingsBens&sJerry'ssissmostsaccurate?




A. Bens&sJerry'ssissownedsbysUnilever,sthesmarketsleadersinsthesglobalsicescreamsindustry.

B. Bens&sJerry'ssissasprivatelysownedsicescreamsproducer.

C. Bens&sJerry'sspridessitselfsonsofferingsmoresicescreamsflavorssthansitsscompetitors.

D. BensandsJerrysaresnotsrealspeople;sthesnamessweresascleversreferencestosTomsandsJerryscartoonsch
aracterssinsorderstoscapitalizesonschildhoodsnostalgia.

E. Bens&sJerry'sshassonlysbeensinsbusinesssforstwentysyearssandsissalreadysthesindustrysleadersinspr
emiumsicescream.


5. A(n)s issaslegalsentitysthatsconsistssofspeopleswhossharesascommonsmission.




A. department

B. organization

C. SBU

D. industry

E. market


6. Insmarketing,sansorganizationsreferssto




A. aslegalsentitysthatsconsistssofspeopleswhossharesascommonsmission.

B. asgroupsofspeoplesunitedsthroughscontractualsorscorporatesownership.

C. aslegalsentitysengagedsinsbusinesssactivitiesssolelyswithsthesintentsofsmakingsasprofit.

D. aslegalsentitysengagedsinsbusinesssactivitiesssolelyswithsthesintentsofsservingsitssemployeesswi
thoutsthesintentsofsmakingsasprofit.

E. asprivatelysownedsentitysthatsservessitsscustomersstosearnsasprofitssosthatsitscanssurvive.




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, 7. A(n)s
issasproduct,sservice,sorsideasthatscreatessvaluesforsbothsthesorganizationsandsitsscu
stomerssbyssatisfyingstheirsneedssandswants.




A. organization

B. businesssfirm

C. nonprofit

D. offering

E. industry


8. Insmarketing,sansofferingsreferssto




A. thesformalsdesignationsofsaspublicly-tradedsstocksforsasspecificsproduct,sservicesorsidea.

B. asformsofscurrencysusedsbysbuyersandssellerstosminimizesthestaxsburdensforsbothsparties.

C. asproduct,sservice,sorsideasthatscreatessvaluesforsbothsthesorganizationsandsitsscustomerssbyssa
tisfyingstheirsneedssandswants.

D. thesmanufacturer'sssuggestedsretailspricesofsasproductsorsservicestosthesgeneralspublicsorsthesw
holesalespricestosdistributorssandsretailers.

E. thesservicessupplierssandsdistributorssprovidestoshelpsmanufacturerssbringsasproductstosmarket.


9. Today'ssorganizationsscansbesdividedsintosthreesgroups,swhichsares organizations.




A. company,snonprofit,sandscooperative

B. corporation,semployee-owned,sandsinterest

C. for-profit,snonprofit,sandsgovernment

D. employee,sdistributor,sandscustomer

E. public,sprivate,sandsinternational




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