Chapter 2 Company and Marketing Strategy: Partnering to Build Customer Relationships
1. We can safely say that the marketing mix constitutes the company’s tactical tool kit for establishing _____ in target markets.
a. strong sales
b. strong positioning
c. strong competitiveness
d. strong strategies
2. Today the four Ps are compared to the four Cs. Product and price are called _____ and _____ respectively.
a. convenience; customer solution
b. customer cost; convenience
c. communication; customer solution
d. customer solution; customer cost
3. Marketers see themselves as selling products, while customers see themselves as buying _____.
a. value
b. solutions
c. bargains
d. value or solutions to their problems
4. One of these is not a basic marketing management function. Please choose it.
a. analysis
b. planning
c. directing
d. implementation
5. A thorough market analysis includes all of the following except one. Which one?
a. company situation
b. markets
c. company strengths
d. past sales records
6. Identify the marketing logic whereby the company hopes to achieve its marketing objectives.
a. marketing plan
b. marketing goals
c. marketing strategy
d. marketing promotion plan
7. A marketing plan begins with an executive summary, which quickly overviews major assessments, goals, and _____.
a. budgets
b. markets
c. promotions
d. recommendations
8. Marketing planning address the what and why of marketing activities. Implementation addresses the _____.
a. who, when, where
b. when, where, how
c. who, where, when, how
d. who, where, when, how much
9. When your boss says that implementation means doing things right, what does she mean when she says doing the right things?
a. strategy
b. planning
c. objectives
d. proper execution
10. A brilliant marketing strategy counts for little if the company fails to _____ it properly.
a. strategically plan
b. budget
c. implement
d. construct
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Solution: Chapter 2 Company and Marketing Strategy: Partnering to Build Customer Relationships