DOWNLOAD THE Test Bank for Marketing An Introduction 14th EditionArmst
b b b b b b b b b b
rong
Marketing:bAnbIntroduction,b14eb(Armstrong/Kotler)
Chapterb2b CompanybandbMarketingbStrategy:bPartneringbtobBuildbCusto
merbEngagement,bValue,bandbRelationships
1) Whichbofbthebfollowingbisbtruebofbstrategicbplanningbinbabfirm?
A) Itbdealsbwithbmaintainingbthebcompany'sbcurrentbbusinessbventures.
B) Itbfocusesbonbthebfirm'sbinternalbenvironmentbratherbthanbthebexternalbenvironment.
C) Itboccursbatbthebbusiness-unit,bproduct,bandbmarketblevelsbratherbthanbatbthebcorporateblevel.
D) Itbdealsbwithbadaptingbthebfirmbtobtakebadvantagebofbchangingbmarketingbopportunities.
E) Itbinvolvesbpreparingbshort-
termbinvestmentbobjectivesbatbthebproductblevel.bAnswer:b D
Diff:b2
LO:b 2-1:bExplainbcompany-
widebstrategicbplanningbandbitsbfourbsteps.bAACSB:b Analyticalbthinkin
g
2) CosmeticsbfirmbSatinSilkbisbrevampingbitsbmissionbstatementbandbadvertisingbstrategy.bTheb
CEObstressesbthatbthebnewbmissionbstatementbshouldbbebmarket-orientedbratherbthanbproduct-
boriented.bWhichbofbthebfollowingbmissionbstatementsbwillbbest bsuitbthebcompany?
A) tobcreatebthebbestbpossiblebproductsbandbsellbthembatbthebbestbpossiblebprices
B) tobsellbhypoallergenicbcosmeticsbproductsbmadebonlybfrombthebfinestborganicbingredients
C) tobgivebcustomersbthebcomplexionbtheybdreambaboutbbybprovidingbproductsbsuitedbtobtheirbn
eeds
D) tobbecomebabmarketbleaderbinbeverybcosmeticsbproductbcategory
E) tobincreasebourbmarketbsharebinbthebcosmeticsbsegmentbandbincreasebprofitbmarginsb
Answer:b C
Diff:b2
LO:b2-1:bExplainbcompany-
widebstrategicbplanningbandbitsbfourbsteps.bAACSB:b Analyticalbthinking
3) A
isbpurposeful,bspecifyingbwhatbanborganizationbwantsbtobaccomplishbinbtheblargerbenvironment.
A) marketingbstrategy
B) marketingbobjective
C) strategicbplan
D) missionbstatement
E) marketbportfoliob
Answer:b D
Diff:b1
LO:b 2-1:bExplainbcompany-
widebstrategicbplanningbandbitsbfourbsteps.bAACSB:b Analyticalbthinkin
g
4) Mostbfirmsbbeginbthebstrategicbplanningbprocessbbybdevelopingbdetailedbmarketingbandbd
epartmentalbplansbthatbsupportbabcompany-widebplan.
Answer:b FALSEb
Diff:b2
1
Copyrightb©b2020bPearsonbEducation,bInc.
mynursytest.store
,DOWNLOAD THE Test Bank for Marketing An Introduction 14th EditionArmst
b b b b b b b b b b
rong
LO:b 2-1:bExplainbcompany-
widebstrategicbplanningbandbitsbfourbsteps.bAACSB:b Applicationbofbkno
wledge
2
Copyrightb©b2020bPearsonbEducation,bInc.
mynursytest.store
,DOWNLOAD THE Test Bank for Marketing An Introduction 14th EditionArmst
b b b b b b b b b b
rong
5) Anborganization'sbmissionbstatementbshouldbemphasizebitsbintentionsbtowardbcustomersbandbthebc
ustomerbexperiencebtheborganizationbseeksbtobcreate.
Answer:b TRUEb
Diff:b2
LO:b 2-1:bExplainbcompany-
widebstrategicbplanningbandbitsbfourbsteps.bAACSB:b Applicationbofbkno
wledge
6) "AtbDodson,bwebsellbshoes"bisbabmarket-
orientedbbusinessbdefinition.bAnswer:b FALSE
Diff:b2
LO:b 2-1:bExplainbcompany-
widebstrategicbplanningbandbitsbfourbsteps.bAACSB:b Analyticalbthinkin
g
7) "AtbCLbOnline,bwebcreatebcustomerbconnectivity,banytime,banywhere"bisbabproduct-
orientedbmissionbstatement.
Answer:b FALSEb
Diff:b2
LO:b 2-1:bExplainbcompany-
widebstrategicbplanningbandbitsbfourbsteps.bAACSB:b Analyticalbthinkin
g
8) Whichbofbthebfollowingbbestbdescribesbabcompany'sbbusinessbportfolio?
A) theblistbofballbthebmarketingbactivitiesbinbwhichbthebcompanybinvests
B) thebtargetbsegmentsbofbthebcompany'sbvariousbbusinesses
C) thebcompany'sbproductsborbservicesbinbabparticularbmarket
D) thebcollectionbofbbusinessesbandbproductsbthatbmakebupbthebcompany
E) thebcompany'sbstrengthsbinbtermsbofbtechnology,bpeople,bandbproductsb
Answer:b D
Diff:b2
LO:b 2-
2:bDiscussbhowbtobdesignbbusinessbportfoliosbandbdevelopbgrowthbstrategies.bAACSB
:b Analyticalbthinking
9) Businessbportfoliobanalysisbisbdefinedbasbthebprocessbinbwhichbmanagement .
A) studiesbthebproductsbandbstrategiesbofbcompetitorsbtobimprovebthebcompany'sbownbproducts
B) analyzesbconsumerbfeedbackbinborderbtobbetterbpositionbthebcompany'sbbrandbimage
C) assessesbthebattractivenessbofbanbSBU'sbmarketbandbthebstrengthbofbitsbpositionbinbthebmarket
D) segmentsbthebcompany'sbmarketsbtobreachbtargetbconsumersbeffectively
E) conductsbmarketingbresearchbtobevaluatebthebcompany'sbmarketingbstrategyb
Answer:b C
Diff:b2
LO:b 2-
2:bDiscussbhowbtobdesignbbusinessbportfoliosbandbdevelopbgrowthbstrategies.bAACSB
:b Analyticalbthinking
3
Copyrightb©b2020bPearsonbEducation,bInc.
mynursytest.store
, DOWNLOAD THE Test Bank for Marketing An Introduction 14th EditionArmst
b b b b b b b b b b
rong
10) WhichbofbthebfollowingbprovidesbabmeasurebofbmarketbattractivenessbinbthebBostonbConsultingb
Groupbapproach?
A) relativebmarketbshare
B) marketbsentiment
C) returnbonbmarketingbinvestment
D) marketbgrowthbrate
E) brandbimageb
Answer:bDbDif
f:b2
LO:b 2-
2:bDiscussbhowbtobdesignbbusinessbportfoliosbandbdevelopbgrowthbstrategies.bAACSB
:b Applicationbofbknowledge
11) ThebtwobdimensionsbthebBCGbapproachbusesbtobevaluatebandbmanagebSBUsbare .
A) marketbgrowthbratebandbrelativebmarketbshare
B) marketbgrowthbratebandbmarketbpenetration
C) marketbgrowthbratebandbmarketbdevelopment
D) relativebmarketbsharebandbproductbdevelopment
E) relativebmarketbsharebandbmarketbpenetrationb
Answer:b A
Diff:b1
LO:b 2-
2:bDiscussbhowbtobdesignbbusinessbportfoliosbandbdevelopbgrowthbstrategies.bAACSB
:b Analyticalbthinking
12) AccordingbtobthebBCGbmatrix,bproductsborbbusinessesbwithbabhighbmarketbsharebinbabhigh-
bgrowthbmarketbarebclassifiedbas .
A) stars
B) cashbcows
C) questionbmarks
D) dogs
E) heroesb
Answer:b Ab
Diff:b2
LO:b 2-
2:bDiscussbhowbtobdesignbbusinessbportfoliosbandbdevelopbgrowthbstrategies.bAACSB
:b Analyticalbthinking
13) InbthebBCGbgrowth-sharebmatrix,bquestionbmarksbreferbtobproductsborbbusinessesbwithba
b .
A) lowbmarketbsharebinbabnichebmarket
B) lowbmarketbsharebinbabmarketbwithbhighbgrowthbprospects
C) greaterbmarketbsharebthanballbtheirbcompetitorsbcombinedbinbabsaturatedbmarket
D) highbmarketbsharebinbabmarketbwithbabhighbgrowthbrate
E) lowbmarketbsharebinbabmarketbthatbisbsetbtobshrinkbsignificantlyb
Answer:bB
Diff:b2
4
Copyrightb©b2020bPearsonbEducation,bInc.
mynursytest.store
b b b b b b b b b b
rong
Marketing:bAnbIntroduction,b14eb(Armstrong/Kotler)
Chapterb2b CompanybandbMarketingbStrategy:bPartneringbtobBuildbCusto
merbEngagement,bValue,bandbRelationships
1) Whichbofbthebfollowingbisbtruebofbstrategicbplanningbinbabfirm?
A) Itbdealsbwithbmaintainingbthebcompany'sbcurrentbbusinessbventures.
B) Itbfocusesbonbthebfirm'sbinternalbenvironmentbratherbthanbthebexternalbenvironment.
C) Itboccursbatbthebbusiness-unit,bproduct,bandbmarketblevelsbratherbthanbatbthebcorporateblevel.
D) Itbdealsbwithbadaptingbthebfirmbtobtakebadvantagebofbchangingbmarketingbopportunities.
E) Itbinvolvesbpreparingbshort-
termbinvestmentbobjectivesbatbthebproductblevel.bAnswer:b D
Diff:b2
LO:b 2-1:bExplainbcompany-
widebstrategicbplanningbandbitsbfourbsteps.bAACSB:b Analyticalbthinkin
g
2) CosmeticsbfirmbSatinSilkbisbrevampingbitsbmissionbstatementbandbadvertisingbstrategy.bTheb
CEObstressesbthatbthebnewbmissionbstatementbshouldbbebmarket-orientedbratherbthanbproduct-
boriented.bWhichbofbthebfollowingbmissionbstatementsbwillbbest bsuitbthebcompany?
A) tobcreatebthebbestbpossiblebproductsbandbsellbthembatbthebbestbpossiblebprices
B) tobsellbhypoallergenicbcosmeticsbproductsbmadebonlybfrombthebfinestborganicbingredients
C) tobgivebcustomersbthebcomplexionbtheybdreambaboutbbybprovidingbproductsbsuitedbtobtheirbn
eeds
D) tobbecomebabmarketbleaderbinbeverybcosmeticsbproductbcategory
E) tobincreasebourbmarketbsharebinbthebcosmeticsbsegmentbandbincreasebprofitbmarginsb
Answer:b C
Diff:b2
LO:b2-1:bExplainbcompany-
widebstrategicbplanningbandbitsbfourbsteps.bAACSB:b Analyticalbthinking
3) A
isbpurposeful,bspecifyingbwhatbanborganizationbwantsbtobaccomplishbinbtheblargerbenvironment.
A) marketingbstrategy
B) marketingbobjective
C) strategicbplan
D) missionbstatement
E) marketbportfoliob
Answer:b D
Diff:b1
LO:b 2-1:bExplainbcompany-
widebstrategicbplanningbandbitsbfourbsteps.bAACSB:b Analyticalbthinkin
g
4) Mostbfirmsbbeginbthebstrategicbplanningbprocessbbybdevelopingbdetailedbmarketingbandbd
epartmentalbplansbthatbsupportbabcompany-widebplan.
Answer:b FALSEb
Diff:b2
1
Copyrightb©b2020bPearsonbEducation,bInc.
mynursytest.store
,DOWNLOAD THE Test Bank for Marketing An Introduction 14th EditionArmst
b b b b b b b b b b
rong
LO:b 2-1:bExplainbcompany-
widebstrategicbplanningbandbitsbfourbsteps.bAACSB:b Applicationbofbkno
wledge
2
Copyrightb©b2020bPearsonbEducation,bInc.
mynursytest.store
,DOWNLOAD THE Test Bank for Marketing An Introduction 14th EditionArmst
b b b b b b b b b b
rong
5) Anborganization'sbmissionbstatementbshouldbemphasizebitsbintentionsbtowardbcustomersbandbthebc
ustomerbexperiencebtheborganizationbseeksbtobcreate.
Answer:b TRUEb
Diff:b2
LO:b 2-1:bExplainbcompany-
widebstrategicbplanningbandbitsbfourbsteps.bAACSB:b Applicationbofbkno
wledge
6) "AtbDodson,bwebsellbshoes"bisbabmarket-
orientedbbusinessbdefinition.bAnswer:b FALSE
Diff:b2
LO:b 2-1:bExplainbcompany-
widebstrategicbplanningbandbitsbfourbsteps.bAACSB:b Analyticalbthinkin
g
7) "AtbCLbOnline,bwebcreatebcustomerbconnectivity,banytime,banywhere"bisbabproduct-
orientedbmissionbstatement.
Answer:b FALSEb
Diff:b2
LO:b 2-1:bExplainbcompany-
widebstrategicbplanningbandbitsbfourbsteps.bAACSB:b Analyticalbthinkin
g
8) Whichbofbthebfollowingbbestbdescribesbabcompany'sbbusinessbportfolio?
A) theblistbofballbthebmarketingbactivitiesbinbwhichbthebcompanybinvests
B) thebtargetbsegmentsbofbthebcompany'sbvariousbbusinesses
C) thebcompany'sbproductsborbservicesbinbabparticularbmarket
D) thebcollectionbofbbusinessesbandbproductsbthatbmakebupbthebcompany
E) thebcompany'sbstrengthsbinbtermsbofbtechnology,bpeople,bandbproductsb
Answer:b D
Diff:b2
LO:b 2-
2:bDiscussbhowbtobdesignbbusinessbportfoliosbandbdevelopbgrowthbstrategies.bAACSB
:b Analyticalbthinking
9) Businessbportfoliobanalysisbisbdefinedbasbthebprocessbinbwhichbmanagement .
A) studiesbthebproductsbandbstrategiesbofbcompetitorsbtobimprovebthebcompany'sbownbproducts
B) analyzesbconsumerbfeedbackbinborderbtobbetterbpositionbthebcompany'sbbrandbimage
C) assessesbthebattractivenessbofbanbSBU'sbmarketbandbthebstrengthbofbitsbpositionbinbthebmarket
D) segmentsbthebcompany'sbmarketsbtobreachbtargetbconsumersbeffectively
E) conductsbmarketingbresearchbtobevaluatebthebcompany'sbmarketingbstrategyb
Answer:b C
Diff:b2
LO:b 2-
2:bDiscussbhowbtobdesignbbusinessbportfoliosbandbdevelopbgrowthbstrategies.bAACSB
:b Analyticalbthinking
3
Copyrightb©b2020bPearsonbEducation,bInc.
mynursytest.store
, DOWNLOAD THE Test Bank for Marketing An Introduction 14th EditionArmst
b b b b b b b b b b
rong
10) WhichbofbthebfollowingbprovidesbabmeasurebofbmarketbattractivenessbinbthebBostonbConsultingb
Groupbapproach?
A) relativebmarketbshare
B) marketbsentiment
C) returnbonbmarketingbinvestment
D) marketbgrowthbrate
E) brandbimageb
Answer:bDbDif
f:b2
LO:b 2-
2:bDiscussbhowbtobdesignbbusinessbportfoliosbandbdevelopbgrowthbstrategies.bAACSB
:b Applicationbofbknowledge
11) ThebtwobdimensionsbthebBCGbapproachbusesbtobevaluatebandbmanagebSBUsbare .
A) marketbgrowthbratebandbrelativebmarketbshare
B) marketbgrowthbratebandbmarketbpenetration
C) marketbgrowthbratebandbmarketbdevelopment
D) relativebmarketbsharebandbproductbdevelopment
E) relativebmarketbsharebandbmarketbpenetrationb
Answer:b A
Diff:b1
LO:b 2-
2:bDiscussbhowbtobdesignbbusinessbportfoliosbandbdevelopbgrowthbstrategies.bAACSB
:b Analyticalbthinking
12) AccordingbtobthebBCGbmatrix,bproductsborbbusinessesbwithbabhighbmarketbsharebinbabhigh-
bgrowthbmarketbarebclassifiedbas .
A) stars
B) cashbcows
C) questionbmarks
D) dogs
E) heroesb
Answer:b Ab
Diff:b2
LO:b 2-
2:bDiscussbhowbtobdesignbbusinessbportfoliosbandbdevelopbgrowthbstrategies.bAACSB
:b Analyticalbthinking
13) InbthebBCGbgrowth-sharebmatrix,bquestionbmarksbreferbtobproductsborbbusinessesbwithba
b .
A) lowbmarketbsharebinbabnichebmarket
B) lowbmarketbsharebinbabmarketbwithbhighbgrowthbprospects
C) greaterbmarketbsharebthanballbtheirbcompetitorsbcombinedbinbabsaturatedbmarket
D) highbmarketbsharebinbabmarketbwithbabhighbgrowthbrate
E) lowbmarketbsharebinbabmarketbthatbisbsetbtobshrinkbsignificantlyb
Answer:bB
Diff:b2
4
Copyrightb©b2020bPearsonbEducation,bInc.
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