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Frage 1
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An organization’s direction within its chosen environment and its allocation of resources is usually determined by
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strategic planning.
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strategic business units.
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marketing tactics.
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marketing myopia.
Frage 2
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Separate marketing plans for each product line are most often used by
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local governments.
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consumer-goods manufacturers.
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service firms.
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industrial-goods manufacturers.
Frage 3
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Which of these is a way to drop tension among functional departments?
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Minimizing interfunctional contact
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Seeking employees who do not blend technical and marketing expertise
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Establishing independent task forces and committees
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Setting objectives for each department interdependent with other departments’ goals
Frage 4
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Organizational mission refers to
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a philosophy by which an organization individually assesses and positions every SBU.
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a long-term commitment to a type of business and a place in the market.
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specific actions undertaken to implement a given marketing strategy.
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an approach in which a firm seeks greater sales of present products or new product uses.
Frage 5
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In the strategic planning process, the next step after a firm defines its organizational mission is to
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outline a budget.
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establish strategic business units.
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set marketing objectives.
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perform situation analysis.
Frage 6
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An example of a qualitative term that can be used to describe objectives is
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market share in the industry.
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profit as a percentage of sales.
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sales growth.
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level of innovativeness.
Frage 7
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Which of the following questions does situation analysis seek to answer?
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In what direction is a firm headed?
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How will resources be allocated?
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Who is responsible for carrying out marketing actions?
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What sales personnel should be hired?
Frage 8
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As part of a market development strategy, a firm could
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develop new models of existing products to appeal to present markets.
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reposition existing products.
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become involved with new products aimed at new markets.
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seek to attract non-users of its existing products.
Frage 9
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A strategic business unit with a high market share in a mature industry is a
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question mark.
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cash cow.
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star.
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dog.
Frage 10
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The General Electric business screen looks at two major dimensions: company business strengths and
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market share.
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profitability.
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industry attractiveness.
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target market features.
Frage 11
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Strategic business units shown in the selectivity/earnings areas of the General Electric business screen are
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performing poorly in unattractive industries.
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performing poorly in highly competitive industries.
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performing well in unattractive industries.
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performing well in strong industries.
Frage 12
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According to the Porter generic strategy model, with a differentiation focus strategy, a strategic business unit
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aims at a narrow target segment through low prices or a unique offering.
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aims at a broad market and offers products at low prices and in large quantities.
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aims at a narrow market by offering goods or services viewed as distinctive.
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aims a new product at a new market.
Frage 13
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A major weakness of the strategic planning approaches discussed in this chapter is that they
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are sometimes difficult to implement.
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do not allow a firm to follow competitors’ actions.
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prevent a firm from analyzing all its business units and products.
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do not focus on creating and keeping key differential advantages.
Frage 14
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The level of investment in specific marketing activities and the timing of marketing actions are decisions relating to
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implementing tactics.
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establishing SBUs.
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developing marketing strategy.
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monitoring results.
Frage 15
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Monitoring results involves
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setting corporate and marketing objectives.
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creating new strategic business units.
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comparing actual performance to planned performance for a specified time period.
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identifying internal strengths and weaknesses, as well as external opportunities and threats.
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