Marketing > EXAM > Nova Southeastern University/MKT 5070/Chapter 2B. (All)

Nova Southeastern University/MKT 5070/Chapter 2B.

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26) The ________ lays out the target markets and the value proposition that will be offered, based on an analysis of the best market opportunities. A) organizational plan B) strategic marketing plan C) corporate tactical plan D) corporate mission E) customer-value statement Answer: B Page Ref: 20 Objective: 2 Difficulty: Moderate 27) Which of the following plans would most likely include directions for implementing and addressing daily challenges and opportunities in product features, promotion, merchandising, pricing, sales channels, and service areas? A) the tactical marketing plan B) the target marketing plan C) the deployment plan D) the product-launch plan E) the product-development plan Answer: A Page Ref: 20 Objective: 2 AACSB: Analytic Skills Difficulty: Easy 28) Which of the following is NOT one of the four planning activities undertaken by all corporate headquarters? A) defining the corporate mission B) establishing strategic business units C) assigning resources to each SBU D) assessing growth opportunities E) deciding sales channels Answer: E Page Ref: 21 Objective: 2 Difficulty: Easy 29) A clear, thoughtful mission statement provides employees with a shared sense of purpose, direction, and ________. A) profitability B) target market feasibility C) opportunity D) continuous improvement E) quality products Answer: C Page Ref: 21 Objective: 2 AACSB: Reflective Thinking Difficulty: Moderate 30) Which of the following is one of the five major characteristics of good mission statements? A) They focus on a large number of goals. B) They expand the range of individual employee discretion. C) They define the major competitive spheres within which the company will operate. D) They take a short-term view. E) They are long and comprehensive to ensure that all critical concepts are included. Answer: C Page Ref: 21 Objective: 2 AACSB: Reflective Thinking Difficulty: Easy 31) The ________ is the number of channel levels, from raw materials to final product and distribution, in which a company will participate. A) industry sphere B) vertical sphere C) product/application sphere D) competence sphere E) market segment sphere Answer: B Page Ref: 22 Objective: 2 AACSB: Analytic Skills Difficulty: Easy 32) Gerber primarily serves the baby food market. In choosing to focus on this market, Gerber is defining its competitive sphere on the basis of ________. A) vertical segmentation B) backward integration C) market segmentation D) diversification E) differentiation Answer: C Page Ref: 22 Objective: 2 AACSB: Analytic Skills Difficulty: Easy

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