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 tact
...
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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