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Tutorial Q mkt420

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28 views

Tutorial Q mkt420

Uploaded by

Erisha Umaira
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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TUTORIAL

1) ________ is the process of developing and maintaining a crucial fit between the
organization's goals and capabilities and its changing marketing opportunities.
A) Benchmarking
B) SWOT analysis
C) Market segmentation
D) Strategic planning
E) Diversification

2) Which of the following is true with regard to strategic planning?


A) At the corporate level, the company starts the strategic planning process by determining
what portfolio of businesses and products is best for the company.
B) A strategic plan deals with a company's short-term goals.
C) The focus of strategic planning is to define a game plan for long-run survival and
growth.
D) The strategic plan is a statement of an organization's purpose.
E) Strategic planning involves identifying segments of consumers with identical
preferences.

3) Which of the following is the first step in strategic planning?


A) setting short-term goals
B) developing the business portfolio
C) defining the organizational mission
D) formulating the key marketing strategies
E) identifying the organization's weaknesses and the threats it faces

4) Which of the following is NOT a step in the strategic planning process?


A) defining the company mission
B) setting company objectives and goals
C) designing the business portfolio
D) planning marketing and other functional strategies
E) evaluating members of the company's value chain

5) A ________ documents an organization's purpose—what it wants to accomplish in the


larger environment.
A) vision statement
B) mission statement
C) business portfolio
D) value proposition
E) product strategy
6) Ali has been directed to study the forces close to a company that affect its ability to serve
its customers, such as the company, suppliers, marketing intermediaries, customer markets,
competitors, and publics. In this instance, Ali has been directed to study the ________ of
the company.
A) macroenvironment
B) microenvironment
C) technological environment
D) demographic environment
E) political environment

7) Which of the following terms is used to describe the actors and forces outside marketing
that affect marketing management's ability to build and maintain successful relationships
with target customers?
A) marketing environment
B) marketing orientation
C) strategic planning
D) target markets
E) marketing mix

8) Which of the following is a component of a firm's microenvironment?


A) customer demographics
B) economic recessions
C) population shifts
D) marketing intermediaries
E) technological changes

9) Sam has been directed to study the demographic, economic, political, and cultural forces
that affect an organization. In this instance, Sam has been directed to study the ________ of
the organization.
A) macroenvironment
B) microenvironment
C) internal environment
D) marketing mix
E) marketing intermediaries

10) The interrelated departments within a company that influence marketing decisions form
the ________ environment.
A) cultural
B) economic
C) company
D) political
E) technological

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