Deck 2: Developing Successful Marketing Strategies

Question 1

Ben and Jerry's purchasing practices, ingredient sourcing, manufacturing, and involvement in the community decisions were guided by their:

A)situational analysis.
B)marketing program.
C)mission statement.
D)SWOT analysis.

Answer 1

C

Question 2

Telus offers several mobile phone plans, which of the following best describes what constitutes their potential offerings?

A)products, services, ideas and experiences.
B)products and services.
C)products only.
D)physical goods and services.

Answer 2

A

Question 3

A legal entity of people who share a common mission is referred to as a(n):

A)lobby group.
B)organization.
C)industry.
D)special interest group.

Answer 3

B

Question 4

Reference: 02-01
Figure 2-1

In Figure 2-1, "E" represents

A)corporate-level strategy level.
B)functional-level strategy level.
C)Board of Directors.
D)departments.

Question 5

Large organizations can be extremely complex. They usually consist of ________ organizational level(s)whose strategy is linked to marketing:

A)three.
B)five.
C)four.
D)two.

Question 6

Reference: 02-01
Figure 2-1

In Figure 2-1, "C" represents the

A)business-unit strategy level.
B)corporate-level strategy level.
C)functional-level strategy level.
D)Board of Directors.

Question 7

Reference: 02-01
Figure 2-1

In Figure 2-1, "A" represents the:

A)functional-level strategy level.
B)CEO.
C)Board of Directors.
D)corporate-level strategy level.

Question 8

Telus' goal in offering a specific phone that is not offered by any of the other mobile phone carriers in Canada is focused on achieving a long term advantage to deliver a unique customer experience. This is known as:

A)strategy.
B)corporate planning.
C)market development.
D)customer relationship management.

Question 9

Plan Canada, a nongovernmental organization that serves its customers but does not have profit as an organizational goal is considered a

A)nonprofit organization
B)government agency
C)business firm
D)public university

Question 10

Ben & Jerry's is a success story due to its "linked prosperity" strategy based on its three part mission statement that includes all:

A)Customer Mission, Product Mission, and Economic Mission.
B)Product Mission, Economic Mission, Social Mission.
C)Supplier Mission, Economic Mission, and Customer Mission.
D)Supplier Mission, Economic Mission, and Social Mission.

Question 11

Which of the following is NOT one of Ben and Jerry's successful organizational and marketing strategies?

A)FairTrade.
B)B-Corp Certification.
C)PartnerShop Program.
D)FairFranchise.

Question 12

In today's global competition, it is important to recognize the kinds of organizations that exist. Organizations can basically be divided into two categories:

A)business and non-profit.
B)domestic and multi-national.
C)privately owned and publically owned.
D)regulated and unregulated.

Question 13

The 'Alternative Energy Group' of GE likely has which focus:

A)has marketing and other specialized activities.
B)directs overall strategy for the organization.
C)also has a comparable non-business unit.
D)markets a set of related products to a clearly defined group of customers.

Question 14

Reference: 02-01
Figure 2-1

In Figure 2-1, "D" represents the

A)corporate-level strategy level.
B)Board of Directors.
C)business-unit strategy level.
D)functional-level strategy level.

Question 15

John's Auto Wreckers is a privately owned organization that serves its customers in order to earn a profit is called a:

A)nonprofit organization.
B)manufacturing agent.
C)business firm.
D)community action program.

Question 16

While undertaking risk to offer the iPhone, Apple Computers is rewarded by receiving the following reward:

A)Shareholders' equity
B)Contribution margin
C)Inventory turnover
D)Profit

Question 17

At Apple Computers, the financial department considers the profit earned at the end of the day as:

A)the money earned as long as the economic order quantity is maintained.
B)the money left over after a firm's total expenses are subtracted from its total revenues.
C)the point at which company assets equal company liabilities.
D)the goodwill earned from implementing the societal marketing concept.

Question 18

Ford, GM, and Toyota, all develop automobiles. This group create a(n):

A)conglomerate.
B)product market.
C)cartel.
D)industry.

Question 19

Reference: 02-01
Figure 2-1

In Figure 2-1, "B" represents the

A)corporate-level strategy level.
B)departments.
C)Board of Directors.
D)functional-level strategy level.

Question 20

George's Computer Repairs is focused on earning money for its owners, while Plan Canada is focused on solving community issues overseas and is not concerned about earning a profit. The contrast between these two is:

A)Both serve customers, so there is no contrast between the two
B)George's Computer Repairs is a shareholder company, while Plan Canada is a for profit company
C)George's Computer Repairs is considered a business, while Plan Canada is considered a nonprofit organization
D)George's Computer Repairs is a nonprofit, while Plan Canada is a for profit company.

Question 21

In a new marketing role, your manager says: "You will be responsible for five SBUs." You give a puzzled look before remembering that SBU stands for:

A)strategic business unit.
B)standard business unit.
C)service business unit.
D)strategic benefit of usage.

Question 22

Bill McDermott is President and CEO of SAP Americas and Asia Pacific Japan. SAP is a company that sells extremely expensive enterprise resource planning software to large and mid-sized companies. McDermott operates at the level of his organization.

A)corporate
B)functional
C)business unit
D)strategic

Question 23

Which of the following statements regarding the strategic business unit level is most accurate?

A)The strategic direction is more specific at the strategic business unit level than at the corporate level.
B)In more complex organizations the corporate level and the strategic business unit level may merge.
C)The overall strategy for the organization is directed at the strategic business unit level.
D)The strategic business unit level is the level that works most directly with the targeted customers.

Question 24

In a large corporation with multiple business units, the marketing department may be called upon to:

A)assist managers at higher levels to assess environmental trends or aid in their strategic planning efforts.
B)allocate financial resources across business units.
C)allocate shareholder dividends through a large financial institution.
D)set the overall mission of the company.

Question 25

In the marketing department of Pepsi, the entry-level staff, such as Business Analysts, are responsible for doing most of the organization's work. Their level in the organization is known as?

A)strategic
B)functional
C)business unit
D)product

Question 26

On the northern tip of Goose Island in the Chicago River sits the William Wrigley Jr. Company's Global Innovation Center. Here Wrigley can create new products-a joint effort by some 250 full-time food scientists, researchers, and marketers. The people who work in this center are most likely members of

A)cross-functional teams.
B)multiple strategic directional teams.
C)a business consortium.
D)strategic implementation teams.

Question 27

The overall strategy for the entire organization is decided at which level in a complex organization.

A)tactical
B)board
C)corporate
D)functional

Question 28

Research Development Manager, Marketing Manager, and Audit Manager are specialist roles likely found at which business unit level?

A)business unit
B)functional
C)top management
D)corporate

Question 29

The fundamental objective for the Marketing Manager and HR Manager is to:

A)manage their direct reports
B)sell products and fire people
C)market products and hire people
D)create value for the organization

Question 30

In terms of an organization's vision, Kodak Eastman may have lost business because they:

A)are too slow and cumbersome.
B)defined their business too broadly.
C)defined their business too narrowly.

Question 31

Determining the target market and designing marketing programs to reach this target market is a specialized marketing function. This is accomplished by the marketing:

A)team.
B)group.
C)department.
D)partnership.

Question 32

John is from the marketing department, Stephen is from the finance department, Jo is from the product department, and Janelle is from the customer service department. Together they are responsible for developing a new product to reach a company performance goal. These individuals are referred to as a(n):

A)inter-disciplinary group
B)cross-functional team
C)matrix group
D)multi-disciplinary team

Question 33

Craig Conway is CEO of a software design company named PeopleSoft, a company that has automated many human resource functions such as tracking vacation time. Conway operates at the level of his organization.

A)functional
B)corporate
C)strategic
D)business unit

Question 34

Business unit managers at Bell Canada decide on the direction for their residential products and markets every six months. This decision making occurs at which unit level in the organization.

A)strategic business unit
B)functional unit level
C)corporate level
D)board of directors

Question 35

In recent years, many large firms have changed the title of the head of marketing from vice president of marketing to

A)chief marketing officer.
B)corporate marketing officer.
C)commercial executive officer.
D)corporate marketing official.

Question 36

Specialists from all the functional units who analyze, implement, and control programs to accomplish the corporate and business strategic directions usually serve as members to a:

A)department
B)organizatio n
C)team
D)system

Question 37

For less complex firms with a single business focus, which two organizational levels may merge?

A)strategic business-unit level and functional-level.
B)marketing and research and development.
C)corporate-level and strategic business unit-level.
D)corporate-level and business unit-level.

Question 38

Sometimes cross-functional teams will have representatives from outside the organization such as:

A)suppliers and customers.
B)consultants and retired CEOs.
C)competitors.
D)opinion leaders.

Question 39

Which of the following statements would most likely be heard at the functional level of an organization?

A)"We should hire the most culturally diverse team possible in order to get the best new ideas."
B)"We need to be aware of what our competitors are doing."
C)"How much money can we allot to the marketing department?"
D)"Make sure we buy 15 seconds of air time for this coming Super Bowl."

Question 40

The marketing leadership group at Rogers Wireless that identifies value-creating opportunities is known as the:

A)corporate unit level.
B)strategic business unit level.
C)functional unit level.
D)board level.

Question 41

Some corporations choose unit sales rather than sales revenue as an organizational goal. Sales revenues can be deceiving because of:

A)poor sales databases.
B)inflation.
C)fluctuations in inventory.
D)unpredictable sales expenses.

Question 42

PeopleSoft designs, produces, and markets software that enables companies to automate basic human-resources functions such as payroll. At its inception, the company's leaders encouraged employees to get in touch with their feelings. The work environment was laid back, employees' dogs roamed the halls, and sunny days found employees playing Frisbee on the corporate lawns. This is known as:

A)environment
B)corporate profile
C)corporate philosophy
D)organizational culture

Question 43

"Holiday Inn Burlington is dedicated to providing quality hospitality product and service. Although we try to anticipate guest concerns before they arise, we understand that every customer is an individual who requires special attention." This is a part of their statement.

A)benefit statement
B)mission
C)business portfolio
D)functional philosophy

Question 44

Which of the following statements about organizational goals is NOT true?

A)The terms goal and objective can be used interchangeably.
B)In an organization, goals exist at the corporate, business, and functional levels.
C)Goals are clear, broad descriptions of an organization's offering(s).
D)All lower-level goals should contribute to the achievement of higher-level goals.

Question 45

Kodak wanting to be the top seller of digital cameras by 2013 is an example of an organizational:

A)plan.
B)bureaucracy.
C)goal or objective.
D)procedure.

Question 46

Which of the following statements about stakeholders is true?

A)Employees are typically not classified as a stakeholder group.
B)All stakeholders are external to the organization.
C)Stakeholders have a stake in how well a company performs.
D)There are only three types of external stakeholders - customers, suppliers, and distributors.

Question 47

Medtronic, a world leader in heart pacemakers, is not in the medical device business but is in the business of: alleviating pain, restoring health, and extending life. This conscious effort of Medtronic defining their business shows they are paying attention to:

A)how narrow or broad their business is
B)?the marketing mix
C)marketing strategy
D)corporate culture

Question 48

All of the following are often contained in a company's mission statement except:

A)beliefs
B)markets
C)technology
D)customers

Question 49

Pepsi-Co set out a task to earn $10 million (CDN)in sales on their new Odwalla beverage, which was accomplished by the date they set. This is an example of a(n):

A)plans.
B)procedures.
C)goals or objectives.
D)bureaucracies.

Question 50

Reference: 02-02
Figure 2-2

In Figure 2-2, section "C" represents the "how" element of visionary organization. This is referred to as

A)organizational foundation.
B)organizational tactics.
C)organizational mission.
D)organizational direction.

Question 51

Reference: 02-02
Figure 2-2

Today's visionary organization uses key elements to (1)and (2)set a direction using (3)its strategies that enable it to develop and market its offerings successfully.

A)establish a foundation
B)establish detailed marketing tactics
C)set financial goals
D)assign job responsibilities

Question 52

Railroads may have let other forms of transportation take business away from them because their definition included only the railroad business, rather than the broader definition of:

A)entertainment.
B)aerospace.
C)retailing.
D)transportation.

Question 53

Which of the following would NOT be an example of stakeholders for a television production company like John Wells Productions?

A)the electronics firms that make hi-definition televisions
B)the people that provide the sets and the props used in the television shows it produces
C)the television critics that review the shows it produces
D)the actors that star in the television shows it produces

Question 54

All of the following are considered an organization's internal stakeholders except:

A)Board Directors
B)Regulatory agencies
C)Advisors to the CEO
D)Employees.

Question 55

Lululemon is known for having a youthful, energetic, health-focused, and sustainable system of shared attitudes and behaviours held by the employees that distinguish it from other organizations. This is known as their

A)culture
B)working environment
C)corporate philosophy
D)benefits statement

Question 56

"To refresh the world/ To Inspire moments of optimism and happiness/ To create value and make a difference." This is an example of a(n):

A)mission
B)functional philosophy
C)benefit statement
D)business portfolio

Question 57

Reference: 02-02
Figure 2-2

In Figure 2-2, section "A" represents the "why" element of visionary organization. This is referred to as

A)organizational foundation.
B)organizational direction.
C)organizational mission.
D)organizational tactics.

Question 58

Reference: 02-02
Figure 2-2

In Figure 2-2, section "B" represents the "what" element of visionary organization. This is referred to as

A)organizational tactics.
B)organizational direction.
C)organizational foundation.
D)organizational mission.

Question 59

In terms of an organization's vision, railroads may have lost business because they:

A)priced their services too high.
B)defined their business too narrowly.
C)are too slow and cumbersome.
D)defined their business too broadly.

Question 60

Reference: 02-02
Figure 2-2

One of the key differences between a vision statement and a mission statement is that the mission statement:

A)describes the profit goals
B)describes the company's societal marketing concept
C)has a long-term focus
D)has an inspirational theme

Question 61

Facebook has a stated goal that they provide free, onsite day care for employee's children, and free, healthy lunches for employees. Facebook is concerned with:

A)return on investment
B)sales revenue
C)employee welfare
D)market share

Question 62

Corporate executives and world leaders of each country need to find an ideal balance between protecting its environment and providing its citizens with the additional goods and services necessary to maintain and improve their standard of living. This
Demonstrates a concern for:

A)profit margin
B)corporate culture
C)sustainable development
D)strategic direction

Question 63

Terence, a small business owner was explaining how he was planning for the upcoming holiday season, "We've got to maximize our dollars of sales because profits are adequate at the moment." From this statement, he is most concerned with
________ goals.

A)market share
B)profit
C)social responsibility
D)sales revenue

Question 64

CIBC is focused on earning a profit for employees and shareholders, while also giving back to the community through their CIBC Run For the Cure campaign, this balance of conflicting goals is referred to as.

A)market share
B)sales revenue
C)return on investment
D)social responsibility

Question 65

The "Big Three" wireless carriers in Canada are constantly battling each other for customers, as a result, they frequently determine the ratio of the sales revenue of their firm to the total sales revenue of all firms in the industry, including the firm itself. The ratio they are calculating is known as:

A)industry potential.
B)market share.
C)contribution margin.
D)sales quality.

Question 66

An example of a private organization that does not seek profit is:

A)the Montreal Museum for Fine Arts.
B)?the Toronto Blue Jays.
C)Industry Canada.
D)FedEx.

Question 67

When the Federal Government places Carbon Tax Caps on oil sand producers in Alberta, they are trying to balance the profit goals of businesses with their ________
Goals.

A)return on investment
B)unit sales
C)market share
D)social responsibility

Question 68

Market share is:

A)the ratio of the sales revenue of the firm to the total sales revenue of all firms in the industry, not including the firm itself.
B)the ratio of the profit of the firm to the total profits of all firms in the industry, not including the firm itself.
C)the ratio of the sales revenue of the firm to the total sales revenue of all firms in the industry, including the firm itself.
D)the ratio of the profit of the firm to the total profits of all firms in the industry, including the firm itself.

Question 69

Pfizer Canada offering day-care facilities to its employees; and BC Biomedical offering flex-work opportunities illustrates what type of goals?

A)sales revenue
B)market share
C)return on investment
D)employee welfare

Question 70

All organizational strategies are influenced by each of the following EXCEPT:

A)profit
B)organizational direction.
C)offering.
D)organizational foundation.

Question 71

A nonprofit organization is a nongovernmental organization that does not have profit as an organizational goal. What other quality characterizes nonprofit organizations?

A)They need not be concerned with efficiency.
B)They are not concerned with quality as a rule.
C)They serve the public good
D)They make a great deal of money.

Question 72

Bell Canada issued a statement to their shareholders that said: "sales revenue is our focus over the next five years." Shareholders created a petition because they felt their concerns were not being met. The main reason why shareholders were concerned was because Bell Canada implicitly said: "we will _ "

A)increases sales levels and strives for a constant level of profits.
B)maintains or increases sales levels even though profitability may not be at the maximum.
C)decreases sales levels but increases profit margins.
D)maintains sales levels and strives for maximum profitability.

Question 73

Pfizer Pharmaceuticals is offering low-income senior citizens some of its most widely used prescriptions for $15 each a month - much below the regular costs for these drugs. This program to better serve senior citizens likely grew out of a

A)profit
B)sales revenue
C)social responsibility
D)unit sales

Question 74

A firm that includes an ergonomic expert on staff, one that provides recommendations on chair choice to employees, is most likely concerned with:

A)satisfaction
B)employee productivity
C)sales revenue
D)employee welfare

Question 75

When Telus calculates their market share, they calculate the ratio of their sales revenue to the total sales revenue of all:

A)firms in the industry, including themselves
B)firms they directly compete against
C)firms in the industry
D)firms they indirectly compete against

Question 76

Which aspect of a firm, assuming classic economic theory, are shareholders most concerned about?

A)profit
B)market share
C)?sales revenue
D)?quality

Question 77

Assuming all ethical and legal principles are followed, what might be the cause of a company having decreased sales revenue next year, even though they sell the same number of products as last year?

A)inaccurate accounting practices.
B)inflation.
C)inadequate sales forecasting.
D)incomplete cost projections.

Question 78

Brittany read on the second page of the stockholder's report for a manufacturer of automobile parts, "Our goal for the next five year period is to double our return on investment." She now knows the company has _ _ goals.

A)unit sales
B)sales revenue
C)profit
D)market share

Question 79

Lenovo Computers implemented a new manufacturing strategy that reduced warranty calls by 20 percent. This is an example of setting a goal.

A)customer satisfaction
B)market share
C)employee welfare
D)social responsibility

Question 80

Telus accepts their current profit level and focuses on increasing their market share, even though profitability may not be maximized. They are attempting to do what:

A)decrease social responsibility
B)decrease employee loyalty
C)abandon green marketing
D)maintain or increase sales