FULL TEST BANK
For Essentials of Marketing Management 1st Edition
by Greg W. Marshall Latest update GRADED A+
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2-1
, chapter 01
elements of marketing strategy and planning
true / false questions
1. marketing plays a central role in creating, communicating, delivering, and exchanging
offerings that have value.
true false
2. the benefits of a product or service must include all types of utility.
true false
3. starbucks is known to have shops located across the street from each other. it appears that
the coffee shop chain is offering place utility.
true false
4. customer loyalty almost always is directly related to the various sources of value the
customer is presently deriving from the relationship with the company and its brands.
true false
5. value proposition should drive customer loyalty.
true false
6. firms should not be concerned that satisfied customers will switch to another brand.
true false
7. the two parts of value equation are benefits and cost.
true false
2-2
,8. outbound logistics refers to the transportation and distribution of products.
true false
9. as long as all activities in the value chain are working well, managers do not need to be
concerned with aligning the activities.
true false
10. all of the activities in the value chain lead to margin.
truefalse
11. (little m) marketing serves as the driver of business strategy.
true false
12. according to the bcg matrix, a business that is classified as a star has high growth and
low market share.
true false
13. linda imports fine art paintings and photographs that she sells to hotels. when the dollar
is weak against foreign currencies, she struggles to cover her costs. business has increased
400% in the last five years. with additional resources, she believes she can expand into
profitable hospitals and nursing home markets. according to the bcg matrix, linda's business
is a representation of dog strategy.
true false
14. the ge business screen portfolio model evaluates businesses on the dimensions of
market attractiveness and market share.
true false
2-3
, 15. in the ge business screen model, business position looks at factors like government
regulations, sensitivity to economic trends and size of the market.
true false
16. a mission statement does not include a discussion of the firm's strategic vision.
truefalse
17. objectives are measurable and goals are broad statements of generally desired
accomplishments in support of the firm's mission statement.
true false
18. the sarbanes-oxley act of 2002 established specific procedures to ensure ethical conduct at
the highest levels of the company, including the board of directors.
true false
19. strategy has two key phases: formulation and execution.
truefalse
20. according to porter, when core competencies are superior to those of competitors, they
are called distinctive competencies.
true false
21. according to michael porter, the first step of marketing planning is the establishment of
goals and objectives.
true false
2-4
For Essentials of Marketing Management 1st Edition
by Greg W. Marshall Latest update GRADED A+
PRINTEND PDF |ORIGINAL DIRECT FROM PUBLISHER|100%
VERIFIED ANSWERS |DOWLOAD IMMEDIATELY AFTER THE
ORDER
1st Edition
Complete Test Bank, All Chapter Are Included
For More Documents Search (Testbankproferssor.Stuvia)
2-1
, chapter 01
elements of marketing strategy and planning
true / false questions
1. marketing plays a central role in creating, communicating, delivering, and exchanging
offerings that have value.
true false
2. the benefits of a product or service must include all types of utility.
true false
3. starbucks is known to have shops located across the street from each other. it appears that
the coffee shop chain is offering place utility.
true false
4. customer loyalty almost always is directly related to the various sources of value the
customer is presently deriving from the relationship with the company and its brands.
true false
5. value proposition should drive customer loyalty.
true false
6. firms should not be concerned that satisfied customers will switch to another brand.
true false
7. the two parts of value equation are benefits and cost.
true false
2-2
,8. outbound logistics refers to the transportation and distribution of products.
true false
9. as long as all activities in the value chain are working well, managers do not need to be
concerned with aligning the activities.
true false
10. all of the activities in the value chain lead to margin.
truefalse
11. (little m) marketing serves as the driver of business strategy.
true false
12. according to the bcg matrix, a business that is classified as a star has high growth and
low market share.
true false
13. linda imports fine art paintings and photographs that she sells to hotels. when the dollar
is weak against foreign currencies, she struggles to cover her costs. business has increased
400% in the last five years. with additional resources, she believes she can expand into
profitable hospitals and nursing home markets. according to the bcg matrix, linda's business
is a representation of dog strategy.
true false
14. the ge business screen portfolio model evaluates businesses on the dimensions of
market attractiveness and market share.
true false
2-3
, 15. in the ge business screen model, business position looks at factors like government
regulations, sensitivity to economic trends and size of the market.
true false
16. a mission statement does not include a discussion of the firm's strategic vision.
truefalse
17. objectives are measurable and goals are broad statements of generally desired
accomplishments in support of the firm's mission statement.
true false
18. the sarbanes-oxley act of 2002 established specific procedures to ensure ethical conduct at
the highest levels of the company, including the board of directors.
true false
19. strategy has two key phases: formulation and execution.
truefalse
20. according to porter, when core competencies are superior to those of competitors, they
are called distinctive competencies.
true false
21. according to michael porter, the first step of marketing planning is the establishment of
goals and objectives.
true false
2-4
