Ideally, the best company mission
statements will be:
a)
product-oriented.
b)
production-oriented.
c)
market-oriented.
d)
employee-oriented.
2.
The statement of the organization's
purpose that acts as an "invisible hand" in guiding people in the organization
to action is called:
a)
the strategic plan.
b)
the mission statement.
c)
the target market.
d)
the company objective.
3.
_______________ is the process
of developing and maintaining a strategic fit between the organization's
goals and capabilities and its changing marketing opportunities.
a)
Strategic planning
b)
Strategic control
c)
Strategic networking
d)
Functional development
4.
The _____________________ is the
collection of businesses and products that make up the company.
a)
business strategy group
b)
business portfolio
c)
business cartel
d)
business organization
5.
Under the BCG growth-share matrix,
relative market share provides:
a)
a measure of the company's strength in the market.
b)
the primary information for investment/divestiture decisions.
c)
a measure of market attractiveness.
d)
a measure of profitability for all products.
6.
Under the BCG growth-share matrix,
high-share businesses or products are called:
a)
stars.
b)
cash cows.
c)
question marks.
d)
dogs.
7.
Under the product/market expansion
grid, the strategy of making more sales to present customers without altering
the products is called:
a)
market penetration.
b)
market development.
c)
product development.
d)
diversification.
8.
Under the product/market expansion
grid, the strategy of offering new products to current markets is called:
a)
market penetration.
b)
market development.
c)
product development.
d)
diversification.
9.
________________ consists of dividing
a market into distinct groups of buyers on the basis of needs, characteristics,
or behavior who might require separate products or marketing mixes.
a)
Product differentiation.
b)
Market segmentation.
c)
Market targeting.
d)
Market positioning.
10.
The process that turns marketing
strategies and plans into marketing actions in order to accomplish strategic
marketing objectives is called:
