Chapter 2 Company and Marketing Strategy: Partnering to Build Customer Relationships
1. In practice, a marketing department takes the view of which of the following?
a. other departments
b. owners
c. customers
d. stockholders
2. Marketers must find ways to get all departments to think in terms of _____.
a. sales
b. customer
c. new markets
d. none of the above
3. Jack Welch, CEO at General Electric, expresses the message that “If you are not thinking _____, you are not thinking.”
a. success
b. growth
c. strategically
d. customer
4. McDonald’s partners well with others in its marketing system. What does the “C” stand for in its QSCV standard?
a. caring
b. customer
c. cleanliness
d. career
5. A major reason that more companies are partnering with other members of the supply chain is to improve the performance of the customer _____.
a. value-delivery network
b. network
c. purchasing model
d. profile analysis
6. In today’s marketplace, competition has shifted away from individual competition between companies to competition among the entire _____.
a. value-delivery network
b. industry
c. market
d. all of the above
7. Lucy Ortiz has just prepared a PowerPoint presentation of the marketing process to show at a sales meeting. If you look closely, you will see that _____ stand(s) in the center.
a. sales goals
b. customers
c. company objectives
d. customer retention
8. The marketing process identifies the _____ and divides it into smaller _____.
a. industry; markets
b. market; segments
c. competition; competitors
d. market; market shares
9. Island Tours is successful at satisfying its customers because it first sought to understand _____.
a. the market
b. competition
c. customer needs and wants
d. the marketing concept
10. Your firm is attempting to divide up the total market to determine the best segments it can serve. Which is the correct order of doing so?
a. market segmentation, target marketing, market positioning
b. target marketing, market positioning, market segmentation
c. market positioning, market segmentation, target marketing
d. market segmentation, market positioning, target marketing
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Solution: Chapter 2 Company and Marketing Strategy: Partnering to Build Customer Relationships