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Sample Question

16.  Which control should periodically reassess its approach to the marketplace with a good marketing audit?

17.  A company can learn a great deal by analyzing the degrees of brand loyalty. For example, ________ can show the firm which brands are most competitive with its own.

18.  Company X’s principal strength is its inbound and outbound logistics system; its relative weakness, however, is after-sales service. Its competitor, Company Y, however is often plagued with lagging shipments and an inflexible distribution setup. Company Y remains successful because it maintains a fully staffed service department and, as a result, the company is known for its dependable service. This type of analysis allows them to identify ways to build on relative strengths and avoid dependence on capabilities at which the other firm excels.

19.  This is an important structural decision and resultant separate activities need to be coordinated and integrated back together as a whole so the business functions effectively.

20.  Firms using this generic strategy attempt to build customer loyalty by stressing a specific product attribute above other product qualities

21.  Under which of the following conditions is the frequency the most important factor in media selection?

22.  A firm must know where to position its product based on price and 

23.  New-to-the-world products are ________.

24.  Large-scale, future-oriented plans for interacting with the competitive environment to achieve the company objective refers to its

25.  BMW’s “The ultimate driving machine,” American Express’ “Don’t leave home without it,” New York Times’ “All the news that’s fit to print,” and AT&T’s “Reach out and touch someone” are all examples of ________.

26.  These social responsibilities are those that are voluntarily assumed by a business or organization. They include public relations activities, good citizenship, and full corporate social responsibility.

27.  When performing this analysis, it is good for strategic planners to consider similarities between the benefits the customers derive from the products and services that other firms offer.

28.  Which component of a marketing audit includes major developments in income, prices, savings, and credit that affect the company?

29.  When diversification involves additions of a business related to the firm in terms of technology, markets or products, it involves

30.  Leaders galvanize commitment to embrace change through clarifying strategic intent, building an organization, and