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In the functional system of marketing organization,a product manager develops and implements a complete strategy and marketing program for a specific product or brand.

A) True
B) False

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"At America Online,we create customer connectivity,anytime,anywhere," is a product-oriented mission.

A) True
B) False

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"At Nike,we sell shoes" is a market-oriented business definition.

A) True
B) False

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Which of the following best describes market segmentation?


A) actually differentiating the market offering to create superior customer value
B) identifying consumer needs and creating a product to meet those needs
C) arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers
D) the process of evaluating each market segment's attractiveness and selecting one or more segments to enter
E) dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors

F) B) and E)
G) B) and D)

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Which of the following is a primary characteristic of strategic control rather than operating control?


A) determining the profitability of different products, territories, markets, and channels
B) ensuring that the company achieves the sales, profits, and other goals set out in its annual plan
C) checking ongoing performance against the annual plan and taking corrective action when necessary
D) looking at whether the company's basic strategies are well matched to its opportunities
E) monitoring ongoing company operations to ensure that efficiency and effectiveness are maximized

F) A) and C)
G) A) and E)

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In SWOT analysis,strengths and weaknesses refer to a firm's external environment,while opportunities and threats refer to the internal environment.

A) True
B) False

Correct Answer

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TRX is a low-share business in a market that is set to grow significantly.TRX is considered a dog on the BCG matrix.

A) True
B) False

Correct Answer

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Which of the following products would CypressSound classify as a cash cow in on its BCG matrix?


A) Cyan, a cell phone that is specially designed for music lovers, has a very low market share, though the market is growing steadily.
B) The home entertainment system offered by CypressSound has a strong market share, and the market is likely to expand in the future.
C) Xpress, an MP3 player, has a high market share, but the market for MP3 players is not expected to grow significantly.
D) AutoPlay, the company's audio product for installation in cars, has a high market share, and the market for these systems has been growing constantly.
E) Unipress, a CD player, has a very low market share in a market that is shrinking rapidly.

F) None of the above
G) D) and E)

Correct Answer

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Which of the following products would CypressSound classify as a question mark in on its BCG matrix?


A) Cyan, a cell phone that is specially designed for music lovers, has a very low market share, though the market is growing steadily.
B) The home entertainment system offered by CypressSound has a strong market share, and the market is likely to expand in the future.
C) Xpress, an MP3 player, has a high market share, but the market for MP3 players is not expected to grow significantly.
D) AutoPlay, the company's audio product for installation in cars, has a high market share, and the market for these systems has been growing constantly.
E) Unipress, a CD player, has a very low market share in a market that is shrinking rapidly.

F) A) and E)
G) A) and B)

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Market development refers to making more sales without changing a company's original product.

A) True
B) False

Correct Answer

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Should a company use the BCG matrix to classify its products or brands? Explain why or why not.

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(Students' answers may vary.)The Boston ...

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A group of consumers who respond in a similar way to a given set of marketing efforts is the company's ________.


A) value chain
B) market segment
C) strategic business unit
D) business portfolio
E) cash cow

F) B) and C)
G) B) and E)

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The process that turns marketing plans into marketing actions to accomplish strategic marketing objectives is called ________.


A) marketing analysis
B) marketing implementation
C) marketing control
D) marketing audits
E) marketing budgeting

F) C) and E)
G) C) and D)

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Omni Healthcare's analgesic drug Cetaprin has a 40% share in the analgesics market in Terrania.Its closest competitor,Febex,has a 25% share in the market,while three other drugs split the remainder.Which of the following would most indicate that Cetaprin would be classified as a cash cow according to the BCG matrix?


A) Cetaprin is priced higher than other similar products in the market.
B) A customer survey revealed that Cetaprin has the highest brand-name recognition of any analgesic in the market.
C) The demand for analgesic drugs in the Terranian market is expected to remain stable.
D) Febex is rapidly gaining market share over Cetaprin as a result of aggressive marketing efforts.
E) The Terranian market for healthcare products is expanding rapidly.

F) A) and D)
G) None of the above

Correct Answer

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The market penetration and market development strategies are similar in that ________.


A) both strategies involve selling the company's current products
B) both strategies involve selling in the company's current market
C) both strategies involve selling in new as well as existing markets
D) both strategies involve the development of a new product
E) both strategies involve leaving the current market

F) A) and B)
G) C) and D)

Correct Answer

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Which of the following best describes the value chain of a company?


A) the collection of businesses and products that make up the company
B) the series of cash cows and stars in the company's product line-up
C) the touchpoints at which a company or brand interacts with consumers of the company's products
D) the series of departments that design, produce, market, deliver, and support a firm's products
E) the collection of all the products in a particular product line

F) A) and E)
G) A) and D)

Correct Answer

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Reliant Shoes has a low market share in a market poised for high growth.Reliant is considered to be a dog on the BCG matrix.

A) True
B) False

Correct Answer

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Stars are high-growth,high-share businesses or products.

A) True
B) False

Correct Answer

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A company can offer greater customer value by either charging lower prices than competitors or offering more benefits to justify higher prices.

A) True
B) False

Correct Answer

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________ refers to reducing the business portfolio by eliminating products that no longer fit the company's overall strategy.


A) Market segmentation
B) Vertical integration
C) Product line extension
D) Downsizing
E) Diversification

F) A) and B)
G) B) and E)

Correct Answer

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Showing 61 - 80 of 101

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