DOWNLOAD THE Test Bank for Marketing An Introduction 14th EditionArmst
n n n n n n n n n n
rong
Marketing:nAnnIntroduction,n14en(Armstrong/Kotler)
Chaptern2n CompanynandnMarketingnStrategy:nPartneringntonBuildnCusto
mernEngagement,nValue,nandnRelationships
1) Whichnofnthenfollowingnisntruenofnstrategicnplanningninnanfirm?
A) Itndealsnwithnmaintainingnthencompany'sncurrentnbusinessnventures.
B) Itnfocusesnonnthenfirm'sninternalnenvironmentnrathernthannthenexternalnenvironment.
C) Itnoccursnatnthenbusiness-unit,nproduct,nandnmarketnlevelsnrathernthannatnthencorporatenlevel.
D) Itndealsnwithnadaptingnthenfirmntontakenadvantagenofnchangingnmarketingnopportunities.
E) Itninvolvesnpreparingnshort-
termninvestmentnobjectivesnatnthenproductnlevel.nAnswer:n D
Diff:n2
LO:n 2-1:nExplainncompany-
widenstrategicnplanningnandnitsnfournsteps.nAACSB:n Analyticalnthinkin
g
2) CosmeticsnfirmnSatinSilknisnrevampingnitsnmissionnstatementnandnadvertisingnstrategy.nThen
CEOnstressesnthatnthennewnmissionnstatementnshouldnbenmarket-orientednrathernthannproduct-
noriented.nWhichnofnthenfollowingnmissionnstatementsnwillnbestnsuitn thencompany?
A) toncreatenthenbestnpossiblenproductsnandnsellnthemnatnthenbestnpossiblenprices
B) tonsellnhypoallergenicncosmeticsnproductsnmadenonlynfromnthenfinestnorganicningredients
C) tongivencustomersnthencomplexionntheyndreamnaboutnbynprovidingnproductsnsuitedntontheirnn
eeds
D) tonbecomenanmarketnleaderninneveryncosmeticsnproductncategory
E) tonincreasenournmarketnshareninnthencosmeticsnsegmentnandnincreasenprofitnmarginsn
Answer:n C
Diff:n2
LO:n2-1:nExplainncompany-
widenstrategicnplanningnandnitsnfournsteps.nAACSB:n Analyticalnthinking
3) A
isnpurposeful,nspecifyingnwhatnannorganizationnwantsntonaccomplishninnthenlargernenvironment.
A) marketingnstrategy
B) marketingnobjective
C) strategicnplan
D) missionnstatement
E) marketnportfolion
Answer:n D
Diff:n1
LO:n 2-1:nExplainncompany-
widenstrategicnplanningnandnitsnfournsteps.nAACSB:n Analyticalnthinkin
g
4) Mostnfirmsnbeginnthenstrategicnplanningnprocessnbyndevelopingndetailednmarketingnandnd
epartmentalnplansnthatnsupportnancompany-widenplan.
Answer:n FALSEn
Diff:n2
1
Copyrightn©n2020nPearsonnEducation,nInc.
mynursytest.store
,DOWNLOAD THE Test Bank for Marketing An Introduction 14th EditionArmst
n n n n n n n n n n
rong
LO:n 2-1:nExplainncompany-
widenstrategicnplanningnandnitsnfournsteps.nAACSB:n Applicationnofnkno
wledge
2
Copyrightn©n2020nPearsonnEducation,nInc.
mynursytest.store
,DOWNLOAD THE Test Bank for Marketing An Introduction 14th EditionArmst
n n n n n n n n n n
rong
5) Annorganization'snmissionnstatementnshouldnemphasizenitsnintentionsntowardncustomersnandnthenc
ustomernexperiencenthenorganizationnseeksntoncreate.
Answer:n TRUEn
Diff:n2
LO:n 2-1:nExplainncompany-
widenstrategicnplanningnandnitsnfournsteps.nAACSB:n Applicationnofnkno
wledge
6) "AtnDodson,nwensellnshoes"nisnanmarket-
orientednbusinessndefinition.nAnswer:n FALSE
Diff:n2
LO:n 2-1:nExplainncompany-
widenstrategicnplanningnandnitsnfournsteps.nAACSB:n Analyticalnthinkin
g
7) "AtnCLnOnline,nwencreatencustomernconnectivity,nanytime,nanywhere"nisnanproduct-
orientednmissionnstatement.
Answer:n FALSEn
Diff:n2
LO:n 2-1:nExplainncompany-
widenstrategicnplanningnandnitsnfournsteps.nAACSB:n Analyticalnthinkin
g
8) Whichnofnthenfollowingnbestndescribesnancompany'snbusinessnportfolio?
A) thenlistnofnallnthenmarketingnactivitiesninnwhichnthencompanyninvests
B) thentargetnsegmentsnofnthencompany'snvariousnbusinesses
C) thencompany'snproductsnornservicesninnanparticularnmarket
D) thencollectionnofnbusinessesnandnproductsnthatnmakenupnthencompany
E) thencompany'snstrengthsninntermsnofntechnology,npeople,nandnproductsn
Answer:n D
Diff:n2
LO:n 2-
2:nDiscussnhowntondesignnbusinessnportfoliosnandndevelopngrowthnstrategies.nAACSB
:n Analyticalnthinking
9) Businessnportfolionanalysisnisndefinednasnthenprocessninnwhichnmanagement .
A) studiesnthenproductsnandnstrategiesnofncompetitorsntonimproventhencompany'snownnproducts
B) analyzesnconsumernfeedbackninnorderntonbetternpositionnthencompany'snbrandnimage
C) assessesnthenattractivenessnofnannSBU'snmarketnandnthenstrengthnofnitsnpositionninnthenmarket
D) segmentsnthencompany'snmarketsntonreachntargetnconsumersneffectively
E) conductsnmarketingnresearchntonevaluatenthencompany'snmarketingnstrategyn
Answer:n C
Diff:n2
LO:n 2-
2:nDiscussnhowntondesignnbusinessnportfoliosnandndevelopngrowthnstrategies.nAACSB
:n Analyticalnthinking
3
Copyrightn©n2020nPearsonnEducation,nInc.
mynursytest.store
, DOWNLOAD THE Test Bank for Marketing An Introduction 14th EditionArmst
n n n n n n n n n n
rong
10) WhichnofnthenfollowingnprovidesnanmeasurenofnmarketnattractivenessninnthenBostonnConsultingn
Groupnapproach?
A) relativenmarketnshare
B) marketnsentiment
C) returnnonnmarketingninvestment
D) marketngrowthnrate
E) brandnimagen
Answer:nDnDif
f:n2
LO:n 2-
2:nDiscussnhowntondesignnbusinessnportfoliosnandndevelopngrowthnstrategies.nAACSB
:n Applicationnofnknowledge
11) ThentwondimensionsnthenBCGnapproachnusesntonevaluatenandnmanagenSBUsnare .
A) marketngrowthnratenandnrelativenmarketnshare
B) marketngrowthnratenandnmarketnpenetration
C) marketngrowthnratenandnmarketndevelopment
D) relativenmarketnsharenandnproductndevelopment
E) relativenmarketnsharenandnmarketnpenetrationn
Answer:n A
Diff:n1
LO:n 2-
2:nDiscussnhowntondesignnbusinessnportfoliosnandndevelopngrowthnstrategies.nAACSB
:n Analyticalnthinking
12) AccordingntonthenBCGnmatrix,nproductsnornbusinessesnwithnanhighnmarketnshareninnanhigh-
ngrowthnmarketnarenclassifiednas .
A) stars
B) cashncows
C) questionnmarks
D) dogs
E) heroesn
Answer:n An
Diff:n2
LO:n 2-
2:nDiscussnhowntondesignnbusinessnportfoliosnandndevelopngrowthnstrategies.nAACSB
:n Analyticalnthinking
13) InnthenBCGngrowth-sharenmatrix,nquestionnmarksnreferntonproductsnornbusinessesnwithna
n .
A) lownmarketnshareninnannichenmarket
B) lownmarketnshareninnanmarketnwithnhighngrowthnprospects
C) greaternmarketnsharenthannallntheirncompetitorsncombinedninnansaturatednmarket
D) highnmarketnshareninnanmarketnwithnanhighngrowthnrate
E) lownmarketnshareninnanmarketnthatnisnsetntonshrinknsignificantlyn
Answer:nB
Diff:n2
4
Copyrightn©n2020nPearsonnEducation,nInc.
mynursytest.store
n n n n n n n n n n
rong
Marketing:nAnnIntroduction,n14en(Armstrong/Kotler)
Chaptern2n CompanynandnMarketingnStrategy:nPartneringntonBuildnCusto
mernEngagement,nValue,nandnRelationships
1) Whichnofnthenfollowingnisntruenofnstrategicnplanningninnanfirm?
A) Itndealsnwithnmaintainingnthencompany'sncurrentnbusinessnventures.
B) Itnfocusesnonnthenfirm'sninternalnenvironmentnrathernthannthenexternalnenvironment.
C) Itnoccursnatnthenbusiness-unit,nproduct,nandnmarketnlevelsnrathernthannatnthencorporatenlevel.
D) Itndealsnwithnadaptingnthenfirmntontakenadvantagenofnchangingnmarketingnopportunities.
E) Itninvolvesnpreparingnshort-
termninvestmentnobjectivesnatnthenproductnlevel.nAnswer:n D
Diff:n2
LO:n 2-1:nExplainncompany-
widenstrategicnplanningnandnitsnfournsteps.nAACSB:n Analyticalnthinkin
g
2) CosmeticsnfirmnSatinSilknisnrevampingnitsnmissionnstatementnandnadvertisingnstrategy.nThen
CEOnstressesnthatnthennewnmissionnstatementnshouldnbenmarket-orientednrathernthannproduct-
noriented.nWhichnofnthenfollowingnmissionnstatementsnwillnbestnsuitn thencompany?
A) toncreatenthenbestnpossiblenproductsnandnsellnthemnatnthenbestnpossiblenprices
B) tonsellnhypoallergenicncosmeticsnproductsnmadenonlynfromnthenfinestnorganicningredients
C) tongivencustomersnthencomplexionntheyndreamnaboutnbynprovidingnproductsnsuitedntontheirnn
eeds
D) tonbecomenanmarketnleaderninneveryncosmeticsnproductncategory
E) tonincreasenournmarketnshareninnthencosmeticsnsegmentnandnincreasenprofitnmarginsn
Answer:n C
Diff:n2
LO:n2-1:nExplainncompany-
widenstrategicnplanningnandnitsnfournsteps.nAACSB:n Analyticalnthinking
3) A
isnpurposeful,nspecifyingnwhatnannorganizationnwantsntonaccomplishninnthenlargernenvironment.
A) marketingnstrategy
B) marketingnobjective
C) strategicnplan
D) missionnstatement
E) marketnportfolion
Answer:n D
Diff:n1
LO:n 2-1:nExplainncompany-
widenstrategicnplanningnandnitsnfournsteps.nAACSB:n Analyticalnthinkin
g
4) Mostnfirmsnbeginnthenstrategicnplanningnprocessnbyndevelopingndetailednmarketingnandnd
epartmentalnplansnthatnsupportnancompany-widenplan.
Answer:n FALSEn
Diff:n2
1
Copyrightn©n2020nPearsonnEducation,nInc.
mynursytest.store
,DOWNLOAD THE Test Bank for Marketing An Introduction 14th EditionArmst
n n n n n n n n n n
rong
LO:n 2-1:nExplainncompany-
widenstrategicnplanningnandnitsnfournsteps.nAACSB:n Applicationnofnkno
wledge
2
Copyrightn©n2020nPearsonnEducation,nInc.
mynursytest.store
,DOWNLOAD THE Test Bank for Marketing An Introduction 14th EditionArmst
n n n n n n n n n n
rong
5) Annorganization'snmissionnstatementnshouldnemphasizenitsnintentionsntowardncustomersnandnthenc
ustomernexperiencenthenorganizationnseeksntoncreate.
Answer:n TRUEn
Diff:n2
LO:n 2-1:nExplainncompany-
widenstrategicnplanningnandnitsnfournsteps.nAACSB:n Applicationnofnkno
wledge
6) "AtnDodson,nwensellnshoes"nisnanmarket-
orientednbusinessndefinition.nAnswer:n FALSE
Diff:n2
LO:n 2-1:nExplainncompany-
widenstrategicnplanningnandnitsnfournsteps.nAACSB:n Analyticalnthinkin
g
7) "AtnCLnOnline,nwencreatencustomernconnectivity,nanytime,nanywhere"nisnanproduct-
orientednmissionnstatement.
Answer:n FALSEn
Diff:n2
LO:n 2-1:nExplainncompany-
widenstrategicnplanningnandnitsnfournsteps.nAACSB:n Analyticalnthinkin
g
8) Whichnofnthenfollowingnbestndescribesnancompany'snbusinessnportfolio?
A) thenlistnofnallnthenmarketingnactivitiesninnwhichnthencompanyninvests
B) thentargetnsegmentsnofnthencompany'snvariousnbusinesses
C) thencompany'snproductsnornservicesninnanparticularnmarket
D) thencollectionnofnbusinessesnandnproductsnthatnmakenupnthencompany
E) thencompany'snstrengthsninntermsnofntechnology,npeople,nandnproductsn
Answer:n D
Diff:n2
LO:n 2-
2:nDiscussnhowntondesignnbusinessnportfoliosnandndevelopngrowthnstrategies.nAACSB
:n Analyticalnthinking
9) Businessnportfolionanalysisnisndefinednasnthenprocessninnwhichnmanagement .
A) studiesnthenproductsnandnstrategiesnofncompetitorsntonimproventhencompany'snownnproducts
B) analyzesnconsumernfeedbackninnorderntonbetternpositionnthencompany'snbrandnimage
C) assessesnthenattractivenessnofnannSBU'snmarketnandnthenstrengthnofnitsnpositionninnthenmarket
D) segmentsnthencompany'snmarketsntonreachntargetnconsumersneffectively
E) conductsnmarketingnresearchntonevaluatenthencompany'snmarketingnstrategyn
Answer:n C
Diff:n2
LO:n 2-
2:nDiscussnhowntondesignnbusinessnportfoliosnandndevelopngrowthnstrategies.nAACSB
:n Analyticalnthinking
3
Copyrightn©n2020nPearsonnEducation,nInc.
mynursytest.store
, DOWNLOAD THE Test Bank for Marketing An Introduction 14th EditionArmst
n n n n n n n n n n
rong
10) WhichnofnthenfollowingnprovidesnanmeasurenofnmarketnattractivenessninnthenBostonnConsultingn
Groupnapproach?
A) relativenmarketnshare
B) marketnsentiment
C) returnnonnmarketingninvestment
D) marketngrowthnrate
E) brandnimagen
Answer:nDnDif
f:n2
LO:n 2-
2:nDiscussnhowntondesignnbusinessnportfoliosnandndevelopngrowthnstrategies.nAACSB
:n Applicationnofnknowledge
11) ThentwondimensionsnthenBCGnapproachnusesntonevaluatenandnmanagenSBUsnare .
A) marketngrowthnratenandnrelativenmarketnshare
B) marketngrowthnratenandnmarketnpenetration
C) marketngrowthnratenandnmarketndevelopment
D) relativenmarketnsharenandnproductndevelopment
E) relativenmarketnsharenandnmarketnpenetrationn
Answer:n A
Diff:n1
LO:n 2-
2:nDiscussnhowntondesignnbusinessnportfoliosnandndevelopngrowthnstrategies.nAACSB
:n Analyticalnthinking
12) AccordingntonthenBCGnmatrix,nproductsnornbusinessesnwithnanhighnmarketnshareninnanhigh-
ngrowthnmarketnarenclassifiednas .
A) stars
B) cashncows
C) questionnmarks
D) dogs
E) heroesn
Answer:n An
Diff:n2
LO:n 2-
2:nDiscussnhowntondesignnbusinessnportfoliosnandndevelopngrowthnstrategies.nAACSB
:n Analyticalnthinking
13) InnthenBCGngrowth-sharenmatrix,nquestionnmarksnreferntonproductsnornbusinessesnwithna
n .
A) lownmarketnshareninnannichenmarket
B) lownmarketnshareninnanmarketnwithnhighngrowthnprospects
C) greaternmarketnsharenthannallntheirncompetitorsncombinedninnansaturatednmarket
D) highnmarketnshareninnanmarketnwithnanhighngrowthnrate
E) lownmarketnshareninnanmarketnthatnisnsetntonshrinknsignificantlyn
Answer:nB
Diff:n2
4
Copyrightn©n2020nPearsonnEducation,nInc.
mynursytest.store
