Chapter 02 m
mDeveloping Successful Organizational and Marketing Strategie
m m m m m
s
MultiplemChoicemQuestions
1. Benm&mJerry'smmissionmto mimprovemhumanitymismlinked mto mvariousmorganizationalmand mmarke
ting mstrategies,monemofmwhichmis
A. using mmilkmand mcreammobtained mfrommCaring mDairy,mamcooperativemthatmguaranteesmitmsupplier
smarembovinemgrowthmhormonemfree.
B. themintentmofmmaking mmodestmprofitsmwithoutmsacrificing mhighmproduct mqualitymstandards.
C. ingredientsmthatmaremallmcompletelymorganicmand maremavailablemonlyminmVermontmto men
suremfreshnessmand mcontributemtomthemlocalmeconomy.
D. amcommitmentmto mdonating mampercentage mofmprofitsmto mTeachmfor mAmerica.
E. ingredientsmthatmcomemexclusivelymfrommdeveloped mcountriesmpromoting mFair mTradempractices.
2-1
Copyrightm©m2016 mMcGraw-
HillmEducation. mAllmrights mreserved. mNo mreproduction mor mdistribution mwithoutmthemprior mwritten mconsentmof m McGraw-
HillmEducation.
,2. Benm&mJerry'smsocialmentrepreneurship meffortmismknownmas
A. ISOm9000,mpromoting mthemqualitymconceptmthroughmitsmcommitmentmto mmaking mthemfines
tmicemcreammfrommthembestmingredients.
B. SightmLife,mgiving mitsmstakeholdersmthemgreatestmpossibleminput minto mco mpanymmarketing mdecisions.
C. RegenerationmNation,mgenerating menoughmrevenuemfor mthemfirmmto mbemamcompletelymnonp
rofitmorganization.
D. Givemand mGo,mdonating m10% mofmitsmnetmprofitsmto mlocalmcharitablemcausesmand manmadditionalm
5% mto msupportmproducersmthatmpracticemsustainablemfarming.
E. Partnershops,menabling mcommunitymnonprofitsmto moperatemScoop mShopsmthatmhelp memploymat-
riskmyouthmand myoung madultsmto mbetter mtheir mlives.
3. Benm&mJerry'smhasmearned mB-Corp mcertificationmfrommB-Lab,mwhichmmeansmitmhas
A. reached mthemgoalmofmgenerating menoughmrevenuemto mbemamcompletelymnonprofitmorganization.
B. amsustainablemfinancialmbasismofmprofitablemgrowth,mincreasing mvaluemfor mour mstakeholdersm
and mexpanding mopportunitiesmfor mdevelopmentmand mcareer mgrowthmfor mour memployees.
C. themgoalmofmmaking mprofitsmfor mselected mcharitablemorganizationsmsuchmasmFair mTrade.
D. beenmrecognized mfor mitsmeffortsmto musemthempower mofmbusinessmto msolvemsocialmand menvironm
entalmproblems.
E. beenminstrumentalminmexpanding minto minternationalmmarketsmbymdeveloping mdairiesmfor mdevelo
ping mnations.
2-2
Copyrightm©m2016 mMcGraw-
HillmEducation. mAllmrights mreserved. mNo mreproduction mor mdistribution mwithoutmthemprior mwritten mconsentmof m McGraw-
HillmEducation.
,4. Whichmofmthemfollowing mstatementsmregarding mBenm&mJerry'smismmostmaccurate?
A. Benm&mJerry'smismowned mbymUnilever,mthemmarketmleader minmthemglobalmicemcreammindustry.
B. Benm&mJerry'smismamprivatelymowned micemcreammproducer.
C. Benm&mJerry'smpridesmitselfmonmoffering mmoremicemcreammflavorsmthanmitsmcompetitors.
D. Benmand mJerrymaremnotmrealmpeople;mthemnamesmweremamclever mreferencemto mTommand mJerrymca
rtoonmcharactersminmorder mto mcapitalizemonmchildhood mnostalgia.
E. Benm&mJerry'smhasmonlymbeenminmbusinessmfor mtwentymyearsmand mismalreadymthemindustrymlea
der minmpremiummicemcream.
5. A(n)m ismamlegalmentitymthatmconsistsmofmpeoplemwho msharemamcommonmmission.
A. department
B. organization
C. SBU
D. industry
E. market
6. Inmmarketing,manmorganizationmrefersmto
A. amlegalmentitymthatmconsistsmofmpeoplemwho msharemamcommonmmission.
B. amgroup mofmpeoplemunited mthroughmcontractualmor mcorporatemownership.
C. amlegalmentitymengaged minmbusinessmactivitiesmsolelymwithmthemintentmofmmaking mamprofit.
D. amlegalmentitymengaged minmbusinessmactivitiesmsolelymwithmthemintentmofmserving mitsmemplo
yeesmwithoutmthemintentmofmmaking mamprofit.
E. amprivatelymowned mentitymthatmservesmitsmcustomersmto mearnmamprofitmso mthatmitmcanmsurvive.
2-3
Copyrightm©m2016 mMcGraw-
HillmEducation. mAllmrights mreserved. mNo mreproduction mor mdistribution mwithoutmthemprior mwritten mconsentmof m McGraw-
HillmEducation.
, 7. A(n)m
ismamproduct,mservice,mor midea mthatmcreatesmvaluemfor mbothmthemorganizationman
d mitsmcustomersmbymsatisfying mtheir mneedsmand mwants.
A. organization
B. businessmfirm
C. nonprofit
D. offering
E. industry
8. Inmmarketing,manmoffering mrefersmto
A. themformalmdesignationmofmampublicly-traded mstockmfor mamspecificmproduct,mservicemor midea.
B. amformmofmcurrencymused mbymbuyer mand mseller mto mminimizemthemtaxmburdenmfor mbothmparties.
C. amproduct,mservice,mor midea mthatmcreatesmvaluemfor mbothmthemorganizationmand mitsmcustome
rsmbymsatisfying mtheir mneedsmand mwants.
D. themmanufacturer'smsuggested mretailmpricemofmamproductmor mservicemto mthemgeneralmpublicmo
r mthemwholesalempricemto mdistributorsmand mretailers.
E. themservicemsuppliersmand mdistributorsmprovidemto mhelp mmanufacturersmbring mamproductmto mmarket.
9. Today'smorganizationsmcanmbemdivided minto mthreemgroups,mwhichmarem organizations.
A. company,mnonprofit,mand mcooperative
B. corporation,memployee-owned,mand minterest
C. for-profit,mnonprofit,mand mgovernment
D. employee,mdistributor,mand mcustomer
E. public,mprivate,mand minternational
2-4
Copyrightm©m2016 mMcGraw-
HillmEducation. mAllmrights mreserved. mNo mreproduction mor mdistribution mwithoutmthemprior mwritten mconsentmof m McGraw-
HillmEducation.
mDeveloping Successful Organizational and Marketing Strategie
m m m m m
s
MultiplemChoicemQuestions
1. Benm&mJerry'smmissionmto mimprovemhumanitymismlinked mto mvariousmorganizationalmand mmarke
ting mstrategies,monemofmwhichmis
A. using mmilkmand mcreammobtained mfrommCaring mDairy,mamcooperativemthatmguaranteesmitmsupplier
smarembovinemgrowthmhormonemfree.
B. themintentmofmmaking mmodestmprofitsmwithoutmsacrificing mhighmproduct mqualitymstandards.
C. ingredientsmthatmaremallmcompletelymorganicmand maremavailablemonlyminmVermontmto men
suremfreshnessmand mcontributemtomthemlocalmeconomy.
D. amcommitmentmto mdonating mampercentage mofmprofitsmto mTeachmfor mAmerica.
E. ingredientsmthatmcomemexclusivelymfrommdeveloped mcountriesmpromoting mFair mTradempractices.
2-1
Copyrightm©m2016 mMcGraw-
HillmEducation. mAllmrights mreserved. mNo mreproduction mor mdistribution mwithoutmthemprior mwritten mconsentmof m McGraw-
HillmEducation.
,2. Benm&mJerry'smsocialmentrepreneurship meffortmismknownmas
A. ISOm9000,mpromoting mthemqualitymconceptmthroughmitsmcommitmentmto mmaking mthemfines
tmicemcreammfrommthembestmingredients.
B. SightmLife,mgiving mitsmstakeholdersmthemgreatestmpossibleminput minto mco mpanymmarketing mdecisions.
C. RegenerationmNation,mgenerating menoughmrevenuemfor mthemfirmmto mbemamcompletelymnonp
rofitmorganization.
D. Givemand mGo,mdonating m10% mofmitsmnetmprofitsmto mlocalmcharitablemcausesmand manmadditionalm
5% mto msupportmproducersmthatmpracticemsustainablemfarming.
E. Partnershops,menabling mcommunitymnonprofitsmto moperatemScoop mShopsmthatmhelp memploymat-
riskmyouthmand myoung madultsmto mbetter mtheir mlives.
3. Benm&mJerry'smhasmearned mB-Corp mcertificationmfrommB-Lab,mwhichmmeansmitmhas
A. reached mthemgoalmofmgenerating menoughmrevenuemto mbemamcompletelymnonprofitmorganization.
B. amsustainablemfinancialmbasismofmprofitablemgrowth,mincreasing mvaluemfor mour mstakeholdersm
and mexpanding mopportunitiesmfor mdevelopmentmand mcareer mgrowthmfor mour memployees.
C. themgoalmofmmaking mprofitsmfor mselected mcharitablemorganizationsmsuchmasmFair mTrade.
D. beenmrecognized mfor mitsmeffortsmto musemthempower mofmbusinessmto msolvemsocialmand menvironm
entalmproblems.
E. beenminstrumentalminmexpanding minto minternationalmmarketsmbymdeveloping mdairiesmfor mdevelo
ping mnations.
2-2
Copyrightm©m2016 mMcGraw-
HillmEducation. mAllmrights mreserved. mNo mreproduction mor mdistribution mwithoutmthemprior mwritten mconsentmof m McGraw-
HillmEducation.
,4. Whichmofmthemfollowing mstatementsmregarding mBenm&mJerry'smismmostmaccurate?
A. Benm&mJerry'smismowned mbymUnilever,mthemmarketmleader minmthemglobalmicemcreammindustry.
B. Benm&mJerry'smismamprivatelymowned micemcreammproducer.
C. Benm&mJerry'smpridesmitselfmonmoffering mmoremicemcreammflavorsmthanmitsmcompetitors.
D. Benmand mJerrymaremnotmrealmpeople;mthemnamesmweremamclever mreferencemto mTommand mJerrymca
rtoonmcharactersminmorder mto mcapitalizemonmchildhood mnostalgia.
E. Benm&mJerry'smhasmonlymbeenminmbusinessmfor mtwentymyearsmand mismalreadymthemindustrymlea
der minmpremiummicemcream.
5. A(n)m ismamlegalmentitymthatmconsistsmofmpeoplemwho msharemamcommonmmission.
A. department
B. organization
C. SBU
D. industry
E. market
6. Inmmarketing,manmorganizationmrefersmto
A. amlegalmentitymthatmconsistsmofmpeoplemwho msharemamcommonmmission.
B. amgroup mofmpeoplemunited mthroughmcontractualmor mcorporatemownership.
C. amlegalmentitymengaged minmbusinessmactivitiesmsolelymwithmthemintentmofmmaking mamprofit.
D. amlegalmentitymengaged minmbusinessmactivitiesmsolelymwithmthemintentmofmserving mitsmemplo
yeesmwithoutmthemintentmofmmaking mamprofit.
E. amprivatelymowned mentitymthatmservesmitsmcustomersmto mearnmamprofitmso mthatmitmcanmsurvive.
2-3
Copyrightm©m2016 mMcGraw-
HillmEducation. mAllmrights mreserved. mNo mreproduction mor mdistribution mwithoutmthemprior mwritten mconsentmof m McGraw-
HillmEducation.
, 7. A(n)m
ismamproduct,mservice,mor midea mthatmcreatesmvaluemfor mbothmthemorganizationman
d mitsmcustomersmbymsatisfying mtheir mneedsmand mwants.
A. organization
B. businessmfirm
C. nonprofit
D. offering
E. industry
8. Inmmarketing,manmoffering mrefersmto
A. themformalmdesignationmofmampublicly-traded mstockmfor mamspecificmproduct,mservicemor midea.
B. amformmofmcurrencymused mbymbuyer mand mseller mto mminimizemthemtaxmburdenmfor mbothmparties.
C. amproduct,mservice,mor midea mthatmcreatesmvaluemfor mbothmthemorganizationmand mitsmcustome
rsmbymsatisfying mtheir mneedsmand mwants.
D. themmanufacturer'smsuggested mretailmpricemofmamproductmor mservicemto mthemgeneralmpublicmo
r mthemwholesalempricemto mdistributorsmand mretailers.
E. themservicemsuppliersmand mdistributorsmprovidemto mhelp mmanufacturersmbring mamproductmto mmarket.
9. Today'smorganizationsmcanmbemdivided minto mthreemgroups,mwhichmarem organizations.
A. company,mnonprofit,mand mcooperative
B. corporation,memployee-owned,mand minterest
C. for-profit,mnonprofit,mand mgovernment
D. employee,mdistributor,mand mcustomer
E. public,mprivate,mand minternational
2-4
Copyrightm©m2016 mMcGraw-
HillmEducation. mAllmrights mreserved. mNo mreproduction mor mdistribution mwithoutmthemprior mwritten mconsentmof m McGraw-
HillmEducation.
