SOLUTIONSELFTEST:LECTURE2

LECTURE2A

NO.
Q. 1

Explanation/Definition (Relating to BCG matrix)

Highgrowth, highshare SBUs are called stars (B).

Q. 2

Lowgrowth, lowshare SBUs are called dogs (C).

Q. 3

Lowgrowth, highshare SBUs are called cash cows (A).

Q. 4

Lowshare, highgrowth SBUs are called question marks (D).

Concept
A. Cash Cows.
B. Stars.
C. Dogs.
D. Question Marks.
E. Portfolio.

FillintheBlanksChapter2

1) The _______ program presents the special marketing programs designed to achieve the business
objectives.
Answer:action

2)_______indicatehowthemarketingplanwillbemonitored.
Answer:Controls

3) Marketing _______ is the process that turns marketing strategies into marketing actions in order to
accomplishstrategicmarketingobjectives.
Answer:implementation

4)Whenanorganisationhasspecialistsheadingdifferentactivities,suchasasalesmanager,anadvertising
manager,amarketingresearchmanager,etc.,itissaidtobea_______organisation.
Answer:functional

5)_______organisationallowssalespeopletosettleintoaterritory,gettoknowtheircustomersandwork
withaminimumoftraveltimeandcost.
Answer:Geographic

6)Marketing_______is theprocessofmeasuring andevaluatingtheresultsofmarketingstrategiesand

plansandtakingcorrectiveactiontoensurethatmarketingobjectivesareattained.
Answer:control

7)A_______canbeacompanydivision,aproductlinewithinadivisionorasingleproductorbrand.
Answer:SBU

8)A________planhasitsfocusoncustomeracquisitionandretentionandontheresourcesrequiredtodo
thiseffectively.
Answer:marketing

1)Atwhichlevelinthecompanyshouldmarketorientedstrategicplanningbegin?
A)Strategicbusinessunit
B)Sales/marketingdepartment
C)Corporatelevel
D)Productlevel
E)Functionallevel

Answer:C

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MultipleChoiceQuestionsChapter2


2) Keith Jones has been assigned to a team charged with the development of a clear company mission,
supportingobjectives,asoundbusinessportfolio,andcoordinatedfunctionalstrategies.Keithisinvolved
in:
A)annualplanning.
B)longrangeplanning.
C)strategicplanning.
D)bottomupplanning.
E)businessplanning.

Answer:C

3)Thetypeofplanningthatdealswithadeterminationofthefirm'sfutureobjectives,themajormarketing
strategiesusedtoattainthem,andtheresourcesrequirediscalled:
A)marketingplanning.
B)corporateplanning.
C)longrangeplanning.
D)shortrangeplanning.
E)strategicplanning.

Answer:C

4)WhileeachofthedivisionswhichcompriseGeneralMotorsHoldenisanintegralpartofthefirm,each
hasaseparatemissionanddevelopsplansindependentlyofothercorporatedivisions.Eachdivisionwould
qualifyasa(n):
A)independentbusiness.
B)whollyownedsubsidiary.
C)strategicbusinessunit.
D)strategicplanningentity.
E)Noneoftheabove.

Answer:C

5)Settingthegoalsforperformanceintermsofmarketshare,returnoninvestment,andpretaxprofitsall
fellunderwhichsectionofthemarketingplan?
A)Theexecutivesummary
B)Thecurrentmarketingsituation
C)Threatsandopportunities
D)Objectivesandissues
E)Marketingstrategies

Answer:D

6) The ________ section of the marketing plan is typically used to monitor the plan's progress and
performance.
A)executivesummary
B)marketingstrategy
C)budgets
D)controls
E)Noneoftheabove.

Answer:D

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10)Themostcommonformofmarketingorganisationinwhichdifferentmarketingactivitiesaredirected
bysuchpeopleassalesmanagers,advertisingmanagers,marketingresearchmanagersandthelikeisthe:
A)functionalorganisation.
B)geographicorganisation.
C)productmanagementorganisation.
D)marketmanagementorganisation.
E)Noneoftheabove.

Answer:A

11)Thecurrentmarketingsituationconsistsofananalysisofthe:
A)market,competitor,strategic,distribution,andmacroenvironmentsituation.
B)market,company,strategic,distribution,andmacroenvironmentsituation.
C)market,competitor,product,distribution,andmacroenvironmentsituation.
D)market,competitor,product,distribution,andmicroenvironmentsituation.
E)Alloftheabove.

Answer:C

ReadMINICASE2boxedbelowandanswerQuestions1215

Arabella,Emma,Sarah,CordeliaandPeterwereallmembersofamarketinggroupworkingonamarketing
plan term project for their marketing principles class. Arabella was doing the profit and loss statements.
Emmatookonthebroadmarketingapproachtheyused.Sarahwasresearchingthebackgroundtheywould
need.Cordeliawrotetheoverviewtotheplan,whilePeterspecifiedhowtheprogressoftheplanwouldbe
measured.

12)AccordingtotheMinicase,whoisworkingontheexecutivesummary?
A)Arabella
B)Emma
C)Sarah
D)Cordelia
E)Peter

Answer:D

13)IntheMinicase,whoisresponsibleforthecurrentmarketingsituation?
A)Arabella
B)Emma
C)Sarah
D)Cordelia
E)Peter

14)AccordingtotheMinicase,whoisworkingonthemarketingstrategy?
A)Arabella
B)Emma
C)Sarah
D)Cordelia
E)Peter

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Answer:C


Answer:B

15)AccordingtotheMinicase,whoisresponsibleforcontrols?
A)Arabella
B)Emma
C)Sarah
D)Cordelia
E)Peter

Answer:E

LECTURE2B

Matchingconceptswithexplanation/description

NO Explanation/Definition (Marketing Environment)

Q. 1 The study of human populations in terms of size, density,
location, age, sex, race, occupation etc. is called demographics
(C).
Q. 2 Laws, government agencies and pressure groups that
influence and limit organisations and individuals in a given
society constitute legal environment (D).
Q. 3 Groups with interest in, or impact on, a companys ability to
achieve its objectives is known as publics (A).
Q. 4 Marketing research companies, ad agencies, media and other
service providers that help the company target and promote
its products to the right markets are called marketing service
agencies (E).

Concept
A. publics.
B. political
environment.
C. demographics.
D. legal
environment.
E. marketing
service agencies.

FillintheBlanksChapter3
1) The microenvironment consist of the forces close to the organisation that affect its ability to serve its
customerstheorganisation,marketingchannelfirms,customermarkets,__________andpublics.
Answer:competitors

2) The macroenvironment consist of larger societal forces that affect the whole microenvironment
demographic,economic,__________,technological,politicalandculturalforces.
Answer:natural

3) _________ are firms and individuals who provide the resources needed by the company and its
competitorstoproducegoodsandservice.
Answer:Suppliers

4) Marketing service agencies are the __________ agencies that help the organisation to target and
promoteitsproductstotherightmarkets.
Answer:facilitating

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5) __________ beliefs and values are passed on from parents to children and are reinforced by schools
churches, business and government; __________ beliefs and values are more open to change than core
beliefs.
Answer:Core,secondary

MultipleChoiceQuestionsChapter3

ReadMiniCaseCboxedbelowandanswerQuestions

The marketing manager of a national brand of flavoured milks is considering her micro and
macroenvironment in order to complete the situation analysis for this years marketing plan. She notes
somekeypoints:smalltradersarenotconsistentlyaffordingappropriatefridgespacetoflavouredmilks;
energy drinks are continuing to hold favour in the teen market; young adults aged 1825 are more
conservativethantheirslightlyoldercohort2535;andUHTorlonglifemilkhasprogressedtothepoint
wheretastetestsshowlittlenoticeabledifference.

1) Refer to MiniCase C. The SWOT analysis is the tool often used to conduct an analysis of the
macroenvironment.Whatpart(s)oftheSWOTacronymarerelevanttothemacroenvironment?
A)SW
B)OT
C)SWOT
D)ST
E)OW

Answer:B

2)InMiniCaseCabove,thefridgespaceproblemrepresentsa:
A)microenvironmentweakness.
B)macroenvironmentweakness.
C)microenvironmentthreat.
D)macroenvironmentthreat.
E)coolingenvironment.
Answer:C
3)RefertoMiniCaseC.TheproductconcernedisconsideredinsomestatesanAustralianicon.Giventhis,
whichofthekeypointslistedhasthecleareststrategicimplications?
A)Smalltradersarenotconsistentlyaffordingappropriatefridgespacetoflavouredmilks.
B)Energydrinksarecontinuingtoholdfavourintheteenmarket.
C)Youngadultsaged1825aremoreconservativethantheirslightlyoldercohort2535.
D) UHT or long life milk has progressed to the point where taste tests show little noticeable
difference.

Answer:C

4)RefertoMiniCaseC.Whatwouldbethemostlogicalstrategicimplicationsfortheprominenceofenergy
drinksintheteenmarket?
A)Reducetheresourceallocationaimedatmarketingtowardthisgroup.
B)Promotethebrandasbeinghighinenergy.
C)Identifyopinionleadersamongstthisgroupandprovidethemwithfreeproduct.
D)Identifyfavouredcelebritiesandhavethemendorsetheproduct.
E)Allarefeasible.

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Answer:E

5)RefertoMiniCaseC.Havinglonglifemilkmeanstheproductcanstaylongerinthefridgebeforehaving
tobereplaced.Themainbenefitofthisistothefirmwhichcanreduceproductionanddistributioncosts.
Thisbenefithasbeenderivedthroughchangesinthe:
A)politicalenvironment.
B)economicenvironment.
C)distributionenvironment.
D)physicalenvironment.
E)technologicalenvironment.

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Answer:E