Question 1

Smucker's is always near the top of the Fortune list of the 100 Best Companies to Work For.Its straightforward culture is based on four key elements in its code of conduct: (1) "Listen with your full attention"; (2) "Look for the good in others"; (3) __________; and (4) "Say thank you for a job well done."

Accepted Answer

A)   "Be kind to all"
B)   "Take your time"
C)   "Learn to relax"
D)   "Have a sense of humor"
E)   "Remember, everyone makes mistakes"F) A) and E)
G) A) and B)

Question 2

Figure 22-1
-According to Figure 22-1 above,an additional annual marketing effort of $1 million is best spent after having already spent how much in marketing effort to date?

Accepted Answer

A)   $1 million
B)   $2 million
C)   $3 million
D)   $5 million
E)   $6 millionF) B) and D)
G) A) and E)

Question 3

Which of the following pieces of information is used in market-product focus and goal setting,the second step of the planning phase of the strategic marketing process?

Accepted Answer

A)   marketing return on investment
B)   revenues associated with each point of market share
C)   trends for industry and competitors
D)   possible cannibalization effects on other products in the line
E)   market potential studiesF) D) and E)
G) B) and E)

Question 4

Which of the following output reports is used in the planning phase of the strategic marketing process?

Accepted Answer

A)   marketing plans that define goals
B)   action memos that tell who is to do what
C)   action memos that tell who is to do what by when
D)   corrective action memos
E)   tracking reportsF) B) and E)
G) B) and D)

Question 5

of Porter's four generic business strategies requires that products have significant points of difference to target one or only a few market segments is referred to as a __________ strategy.

Accepted Answer

A)   cost focus
B)   differentiation
C)   cost leadership
D)   profit enhancement
E)   differentiation focusF) A) and E)
G) C) and D)

Question 6

a marketing plan fails,what should a marketer do in terms of looking for the source of the problem?

Accepted Answer

When a marketing plan fails,it's difficu...

Question 7

and explain two types of marketing plans.

Accepted Answer

Long-range marketing plans cover marketi...

Question 8

applying its innovation strategy to "involve some consumers in product design as soon as we have the concept," __________ launched ____________ in 2012.It is "a revolutionary three-chamber dose that cleans,fights stains,and brightens" laundry.

Accepted Answer

A)   Nestlé; Oxi Clean 2.1
B)   Arm & Hammer; Clean Burst
C)   Procter & Gamble; Tide Pods
D)   S.C. Johnson & Sons; Shout
E)   Unilever; WiskF) C) and D)
G) A) and D)

Question 9

Ideally,in effective marketing planning,goals should be __________ in terms of what is to be accomplished and by when.

Accepted Answer

A)   consistent and straightforward
B)   general and somewhat flexible
C)   easily adaptive to changes in the enviro nment
D)   very specific and unwavering
E)   quantified and measurableF) C) and D)
G) A) and B)

Question 10

Figure 22-10: General Mills Marketing Dashboard Chart "C"
-Consider Figure 22-10: General Mills Marketing Dashboard Chart "C" above.As part of the Warm Delights team at General Mills,you are asked to analyze and interpret the marketing dashboard for Warm Delights Minis.After a careful analysis of Chart "C," you are especially interested in major changes from November to December.As a result,you would look most carefully at

Accepted Answer

A)   mass and drug channels.
B)   grocery and drug channels.
C)   grocery and mass channels.
D)   drug and warehouse channels.
E)   mass and warehouse channels.F) B) and D)
G) All of the above

Question 11

People who have the authority and responsibility to advise people in line positions but cannot issue direct orders to them hold __________.

Accepted Answer

A)   staff positions
B)   line positions
C)   positions on the board of directors
D)   stakeholder positions
E)   program champion positionsF) C) and D)
G) C) and E)

Question 12

General Mills,the annual planning cycle typically starts with a detailed marketing research study of current users and ends after __________ weeks with the approval of the plan by the division general manager.

Accepted Answer

A)   26
B)   32
C)   42
D)   48
E)   50F) B) and E)
G) B) and D)

Question 13

increased customer value achieved through performing R&D-manufacturing functions more efficiently is referred to as __________.

Accepted Answer

A)   points of difference
B)   proficiency
C)   synergy
D)   kiatsu
E)   competitive advantageF) B) and E)
G) B) and C)

Question 14

problems that emerge in a firm's strategic marketing process include: (1) bad news is filtered out as information goes up the line to give top management a very rosy picture; (2) plans are based on very poor assumptions about environmental forces; (3) planners and their plans may have lost sight of their customers' needs; (4) __________; and (5) line operating managers often feel no sense of ownership in implementing the plans.

Accepted Answer

A)   there is poor communication between the firm and its stakeholders
B)   too much time and effort may be spent on data collection and writing plans that are too complex to implement
C)   there is a lack of leadership
D)   although management says they are behind the plans, they do not allocate resources to the degree necessary for success
E)   plans can be thwarted by disgruntled employees, other departments, or competitorsF) None of the above
G) B) and C)

Exam 22: Pulling It All Together: The Strategic Marketing Process

a marketing plan fails,what should a marketer do in terms of looking for the source of the problem?

Correct Answer
verified
When a marketing plan fails,it's difficu...
View Answer

increased customer value achieved through performing R&D-manufacturing functions more efficiently is referred to as __________.

Correct Answer
verified

People who have the authority and responsibility to advise people in line positions but cannot issue direct orders to them hold __________.

Correct Answer
verified

Correct Answer
verified

Which of the following pieces of information is used in market-product focus and goal setting,the second step of the planning phase of the strategic marketing process?

Correct Answer
verified

Ideally,in effective marketing planning,goals should be __________ in terms of what is to be accomplished and by when.

Correct Answer
verified

and explain two types of marketing plans.

Correct Answer
verified
Long-range marketing plans cover marketi...
View Answer

of Porter's four generic business strategies requires that products have significant points of difference to target one or only a few market segments is referred to as a __________ strategy.

Correct Answer
verified

General Mills,the annual planning cycle typically starts with a detailed marketing research study of current users and ends after __________ weeks with the approval of the plan by the division general manager.

Correct Answer
verified

Which of the following output reports is used in the planning phase of the strategic marketing process?

Correct Answer
verified

Figure 22-1 -According to Figure 22-1 above,an additional annual marketing effort of $1 million is best spent after having already spent how much in marketing effort to date?

Correct Answer
verified

applying its innovation strategy to "involve some consumers in product design as soon as we have the concept," launched __ in 2012.It is "a revolutionary three-chamber dose that cleans,fights stains,and brightens" laundry.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Exam 22: Pulling It All Together: The Strategic Marketing Process

a marketing plan fails,what should a marketer do in terms of looking for the source of the problem?

Correct AnswerverifiedWhen a marketing plan fails,it's difficu...View AnswerShow Answer

increased customer value achieved through performing R&D-manufacturing functions more efficiently is referred to as __________.

Correct AnswerverifiedShow Answer

People who have the authority and responsibility to advise people in line positions but cannot issue direct orders to them hold __________.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following pieces of information is used in market-product focus and goal setting,the second step of the planning phase of the strategic marketing process?

Correct AnswerverifiedShow Answer

Ideally,in effective marketing planning,goals should be __________ in terms of what is to be accomplished and by when.

Correct AnswerverifiedShow Answer

and explain two types of marketing plans.

Correct AnswerverifiedLong-range marketing plans cover marketi...View AnswerShow Answer

of Porter's four generic business strategies requires that products have significant points of difference to target one or only a few market segments is referred to as a __________ strategy.

Correct AnswerverifiedShow Answer

General Mills,the annual planning cycle typically starts with a detailed marketing research study of current users and ends after __________ weeks with the approval of the plan by the division general manager.

Correct AnswerverifiedShow Answer

Which of the following output reports is used in the planning phase of the strategic marketing process?

Correct AnswerverifiedShow Answer

Figure 22-1 -According to Figure 22-1 above,an additional annual marketing effort of $1 million is best spent after having already spent how much in marketing effort to date?

Correct AnswerverifiedShow Answer

applying its innovation strategy to "involve some consumers in product design as soon as we have the concept," __________ launched ____________ in 2012.It is "a revolutionary three-chamber dose that cleans,fights stains,and brightens" laundry.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct Answer
verified
When a marketing plan fails,it's difficu...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Long-range marketing plans cover marketi...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

applying its innovation strategy to "involve some consumers in product design as soon as we have the concept," launched __ in 2012.It is "a revolutionary three-chamber dose that cleans,fights stains,and brightens" laundry.

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified