test bank Developing Marketing Strategies and a Marketing Plan

DOWNLOAD THE Test Bank for Marketing 4th Edition Grewal
n n n n n n n n




Chaptern02n-nDevelopingnMarketingnStrategiesnandnanMarketingnPlan


Chapter 02 n n


Developing Marketing Strategies and a Marketing Plan
n n n n n n




MultiplenChoicenQuestions


1. Thenwinenindustrynisnanveryncompetitivenmarket.nSomenwineriesninvestninncorporatensocialnr
esponsibilitynprogramsnknowingnthatncompetitorsncannotneasilyncopynthenprograms.nThisnisnang
oodnexamplenofnn
A. definingnthentargetnmarket.
B. reducingnthencost.
C. gainingncompetitivenadvantage.
D. increasingnpromotion.
E. providingnoutstandingncustomernservices.

Ansustainablencompetitivenadvantagenisnannadvantagenovernthencompetitionnthatnisnnotneasilync
opiednandncouldnbenmaintainednovernanlongnperiodnofntime.


Accessibility:nKeyboardnNavigation
nBlooms:nApply
Difficulty:nModerate
LearningnObjective:n02-
01nDefinenanmarketingnstrategy.nTopic:n02-
01nWhatnIsnAnMarketingnStrategy?




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Chaptern02n-nDevelopingnMarketingnStrategiesnandnanMarketingnPlan




2. Customernexcellencenfocusesnon:
A. havingnangoodnphysicalnlocationnandnInternetnpresence.
B. carryingnoutneffectivenbrandingnandnpositioning.
C. havingnproductsnwithnhighnperceivednvalue.
D. retainingnloyalnbuyersnandnprovidingnexcellentnservice.
E. maintainingnefficientnoperationsnandnannexcellentnsupplynchain.

Customernexcellencenfocusesnonnretainingnloyalncustomersnandnprovidingnexcellentncustomerns
ervice.nViewingncustomersnwithnanlifetimenvaluenperspectivenisnkeyntonmodernncustomernretent
ionnprograms.


Accessibility:nKeyboardnNavigation
nBlooms:nEvaluate
Difficulty:nEasy
LearningnObjective:n02-
01nDefinenanmarketingnstrategy.nTopic:n02-
02nCustomernExcellence



3. EmilynregularlynchoosesnArgonAirlinesnfornherntravels.nThencompanynvaluesnhernpreferencena
ndnrewardsnhernwithnloyaltynpoints.nItnwouldnentitlenEmilynfornreducednticketnratesnforncertainnfli
ghts.nThroughnthisnoffer,nthencompanynsucceedsninnretainingnanregularnuser.nInnthisnscenario,nwhi
chnofnthenfollowingnisnusednbynArgonAirlinesntonachievensustainablencompetitivenadvantage?
A. Operationalnexcellence
B. Productnexcellence
C. Diversificationnexcellence
D. Locationalnexcellence
E. Customernexcellence

Bynretainingnanloyalncustomer,nArgonAirlinesnhasnusedncustomernexcellencentonachievensusta
inablencompetitivenadvantage.nCustomernexcellencenisnachievednwhennanfirmndevelopsnvalue
-basednstrategiesnfornretainingnloyalncustomersnandnprovidesnoutstandingncustomernservice.


Accessibility:nKeyboardnNavigation
nBlooms:nApply
Difficulty:nDifficult
LearningnObjective:n02-
01nDefinenanmarketingnstrategy.nTopic:n02-
02nCustomernExcellence




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Chaptern02n-nDevelopingnMarketingnStrategiesnandnanMarketingnPlan




4. Operationalnexcellencenisnachievednby:
A. ensuringnannexcellentnsupplynchainnmanagementnandnstrongnrelationshipsnwithnsuppliers.
B. maintainingnexcellentncustomernservicenandnexcellentnrelationshipsnwithnsuppliers.
C. strongnrelationshipsnwithnsuppliersnandnretailingnloyalnbuyers.
D. maintainnefficientnoperationsnwithnthenbestnlocationnselection.
E. excellentnsupplynchainnmanagementnandndifferentiatenthenproductnofferings.

Operationalnexcellencenisnachievednbynensuringnannexcellentnsupplynchainnmanagementnandns
trongnrelationshipsnwithnsuppliers.nItnhelpsnfirmsntonsatisfyntheirncustomersnthroughnbetternser
vice.


Accessibility:nKeyboardnNavigation
nBlooms:nRemember
Difficulty:nModerate
LearningnObjective:n02-
01nDefinenanmarketingnstrategy.nTopic:n02-
03nOperationalnExcellence



5. TectronnComputersnInc.,nanmanufacturernofndesktopncomputersnandnperipherals,nfocusesnonne
fficientncoordinationninneverynstagenofnproductionnandndeliverynandnensuresnthatncustomers'nde
mandsnarenmetnwithinnthentargetntime.nThisnprecisionnmakesnTectronnanfavouritenchoicenamong
ncustomers.nGivennthisninformation,nwhichnofnthenfollowingndoesnthencompanynusentonachievens

ustainablencompetitivenadvantage?
A. Productnexcellence
B. Customernexcellence
C. Operationalnexcellence
D. Diversificationnexcellence
E. Locationalnexcellence

TectronnComputersnachievesnsustainablencompetitivenadvantagenthroughnoperationaln
excellence.nItnisnachievednbynensuringnannexcellentnsupplynchainnmanagement.


Accessibility:nKeyboardnNavigation
nBlooms:nApply
Difficulty:nDifficult
LearningnObjective:n02-
01nDefinenanmarketingnstrategy.nTopic:n02-
03nOperationalnExcellence




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Chaptern02n-nDevelopingnMarketingnStrategiesnandnanMarketingnPlan




6. DavisonnAssociatesnInc.nmanufacturesnofficenfurniture.nThenmanagementnofnthencompanynbel
ievesnthatndevelopingnanstrongnbrandnnamenisnthenprimarynstrategyntoncompeteninnthenmarket.nHen
ce,nitninvestsnansignificantnsharenofnitsnresourcesntonpositionnitsnbrandsnthroughnpromotionsnandnse
rvice.nWhichnofnthenfollowingndoesnthencompanynusentonachievensustainablencompetitivenadvanta
ge?
A. Diversificationnexcellence
B. Productnexcellence
C. Customernexcellence
D. Locationalnexcellence
E. Operationalnexcellence

Innthisnscenario,nDavisonnAssociatesnusesnproductnexcellencentonachievensustainablencompeti
tivenadvantage.nProductnexcellencenfocusesnonnhavingnproductsnwithnhighnperceivednvaluenan
dneffectivenbrandingnandnpositioning.


Accessibility:nKeyboardnNavigation
nBlooms:nApply
Difficulty:nDifficult
LearningnObjective:n02-
01nDefinenanmarketingnstrategy.nTopic:n02-
04nProductnExcellence



7. WhichnofnthenfollowingnstrategiesninvolvesnfocusingnonnhavingnannInternetnpresence?
A. Diversificationnexcellence
B. Productnexcellence
C. Locationalnexcellence
D. Operationalnexcellence
E. Customernexcellence

LocationalnexcellencenfocusesnonnhavingnannInternetnpresence.nAncompetitivenadvantagenbasedno
nnlocationnisnsustainablenbecausenitnisnnotneasilynduplicated.


Accessibility:nKeyboardnNavigation
nBlooms:nUnderstand
Difficulty:nEasy
LearningnObjective:n02-
01nDefinenanmarketingnstrategy.nTopic:n02-
05nLocationalnExcellence




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