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<strong>STR</strong> <strong>581</strong> <strong>Capstone</strong><br />
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<strong>STR</strong> <strong>581</strong> <strong>Capstone</strong> <strong>Final</strong> <strong>Examination</strong>, <strong>Part</strong><br />
<strong>Three</strong> (Lattest)<br />
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1. A company that attempts to lead its industry in price and convenience by<br />
pursuing a focus on lean and efficient operations is pursuing what strategy?
Operational excellence<br />
Low-cost leadership<br />
Customer intimacy<br />
Product leadership<br />
2. One of the ways to change the course of a brand is to modify the product.<br />
Under product modification, ________ adds size, weight, materials,<br />
supplements, and accessories that expand the product’s performance,<br />
versatility, safety, or convenience.<br />
technological improvement<br />
feature improvement<br />
style improvement<br />
quality improvement<br />
3. Marketers need to identify the hierarchy of attributes that guide consumer<br />
decision making in order to understand different competitive forces and how<br />
these various sets get formed. This process of identifying the hierarchy is called<br />
________.<br />
market estimation<br />
brand association<br />
market partitioning<br />
market valuation<br />
4. This is designed to check systematically and continuously whether the<br />
premises on which the strategy is based are still valid<br />
Special alert control<br />
Strategic surveillance<br />
Implementation control<br />
Premise control
5. A firm must know where to position its product based on price and<br />
promotional efforts<br />
quality<br />
communication<br />
region<br />
6. When performing this analysis, it is good for strategic planners to consider<br />
similarities between the benefits the customers derive from the products and<br />
services that other firms offer.<br />
Competitive analysis<br />
Business analysis<br />
Customer analysis<br />
Company analysis<br />
7. What is the perceived monetary value of the bundle of economic, functional,<br />
and psychological benefits customers expect from a given market offering<br />
because of the product, service, people, and image?<br />
Ultimate service benefit<br />
Complete marketing benefit<br />
Total customer benefit<br />
Total management benefit<br />
8. A valuable result of task environment analysis with respect to geographic,<br />
demographic, psychographic and buyer-behavior factors is called<br />
competitor profile<br />
financial position<br />
vendor profile<br />
customer profile
9. The ability to meet humanity’s needs without harming future generations is<br />
now a top priority in most corporate agenda<br />
ethics<br />
sustainability<br />
rules<br />
righteousness<br />
10. Large-scale, future-oriented plans for interacting with the competitive<br />
environment to achieve the company objective refers to its<br />
strategy<br />
dynamic policies<br />
competitive analysis<br />
goals<br />
11. With ________ as a target market strategy, the firm concentrates on<br />
serving many needs of a particular customer group.<br />
single-segment concentration<br />
product specialization<br />
market specialization<br />
selective specialization<br />
12. Company X's principal strength is its inbound and outbound logistics<br />
system; its relative weakness, however, is after-sales service. Its competitor,<br />
Company Y, however is often plagued with lagging shipments and an inflexible<br />
distribution setup. Company Y remains successful because it maintains a fully<br />
staffed service department and, as a result, the company is known for its<br />
dependable service. This type of analysis allows them to identify ways to build<br />
on relative strengths and avoid dependence on capabilities at which the other<br />
firm excels.<br />
Disaggregating
Benchmarking<br />
Past performance comparison<br />
Industry comparison<br />
13. The strategic factor that involves the beliefs, values, attitudes, opinions,<br />
and lifestyles of persons in the firm’s external environment, as developed from<br />
cultural, ecological, demographic, religious, educational, and ethnic<br />
conditioning.<br />
Political factor<br />
Stakeholder factor<br />
Economic factor<br />
Social factor<br />
14. Leaders galvanize commitment to embrace change through clarifying<br />
strategic intent, building an organization, and<br />
shaping organizational culture<br />
developing a vision<br />
developing a mission<br />
planning strategy<br />
15. How do functional tactics compare to business strategies?<br />
Functional tactics are more focused on the general direction of the firm<br />
than business strategies.<br />
Functional tactics are more focused on a commitment to corporate<br />
strategy than business strategies.<br />
Functional tactics are more specific than business strategies.<br />
Functional tactics are more long-term than business strategies.
16. Under which of the following conditions is the frequency the most<br />
important factor in media selection?<br />
When introducing flanker brands<br />
When going into undefined target markets<br />
When launching infrequently purchased brands<br />
When there is high consumer resistance to the product<br />
17. New-to-the-world products are ________.<br />
new product enhancements that supplement established products<br />
low-cost products designed to obtain an edge in highly competitive<br />
markets<br />
new products that create an entirely new market<br />
existing products that are targeted to new geographical markets<br />
18. BMW’s "The ultimate driving machine," American Express' "Don't leave<br />
home without it," New York Times' "All the news that's fit to print," and AT&T's<br />
"Reach out and touch someone" are all examples of ________.<br />
brand mission<br />
brand vision<br />
brand slogan<br />
brand personality<br />
19. Which component of a marketing audit includes major developments in<br />
income, prices, savings, and credit that affect the company?<br />
Economic<br />
Political<br />
Cultural<br />
Technological
20. Prestige LLC, a small company that manufactures specialty cereals and<br />
energy bars, wants to launch a "green marketing" program in response to<br />
heightened consumer awareness about environmental issues. What should the<br />
company do to maximize the program's chances of being successful?<br />
Explain the rules and regulations laid out by governmental agencies to<br />
protect the environment.<br />
Focus on the efforts and costs incurred by the company to bring these<br />
"green" products to consumers.<br />
Emphasize benefits to the consumer rather than environmental benefits.<br />
Demonstrate that the products will benefit both customers and the<br />
society in the long-term.<br />
21. When diversification involves additions of a business related to the firm in<br />
terms of technology, markets or products, it involves<br />
vertical diversification<br />
concentric diversification<br />
horizontal integration<br />
concentrated growth<br />
22. These social responsibilities are those that are voluntarily assumed by a<br />
business or organization. They include public relations activities, good<br />
citizenship, and full corporate social responsibility.<br />
Economic responsibility<br />
Legal responsibility<br />
Employee responsibility<br />
Discretionary responsibility<br />
23. Which control should periodically reassess its approach to the marketplace<br />
with a good marketing audit?<br />
Strategic control
Marketing control<br />
Ethical control<br />
Performance control<br />
24. What type of strategy consists of geographical pricing, price discounts and<br />
allowances, promotional pricing, and differentiated pricing?<br />
Regular prices<br />
Fixed pricing<br />
Price adaptation<br />
Altered pricing<br />
25. A set of ideas on organizational control based on the belief that the<br />
separation of the ownership from management creates the potential for the<br />
wishes of owners to be ignored refers to<br />
agency theory<br />
the moral hazard problem<br />
Adam’s theory<br />
ethical responsibilities<br />
26. Firms using this generic strategy attempt to build customer loyalty by<br />
stressing a specific product attribute above other product qualities.<br />
Cost leadership<br />
Concentrated growth<br />
Focus<br />
Differentiation<br />
27. A company can learn a great deal by analyzing the degrees of brand loyalty.<br />
For example, ________ can show the firm which brands are most competitive<br />
with its own.
switchers<br />
hard-core loyals<br />
shifting loyals<br />
split loyals<br />
28. This is an important structural decision and resultant separate activities<br />
need to be coordinated and integrated back together as a whole so the<br />
business functions effectively.<br />
Broadening<br />
Differentiation<br />
Diversification<br />
Preferencing<br />
29. This is a historically popular technique through which managers create a<br />
quick overview of a company's strategic situation—it is based on achieving a<br />
sound fit between internal resources and the external situation.<br />
Internal analysis<br />
Value chain analysis<br />
External analysis<br />
SWOT analysis<br />
30. The marketing manager needs to know the cost of the research project<br />
before approving it. During which stage of the marketing research process<br />
would such a consideration most likely take place?<br />
Step 4 – analyzing the information<br />
Step 5 – drafting the report<br />
Step 1 – defining the problem<br />
Step 2 – developing the research plan
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