Q&A Hero

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Q: The third and final phase of the strategic marketing process is the __________.A. tactics phaseB. strategic phaseC. planning phaseD. implementation phaseE. evaluation phase

Q: Today's visionary organization uses three key elements to specify its foundation, set a direction, and __________.A. set financial goalsB. assign job responsibilitiesC. formulate strategiesD. establish production parametersE. establish detailed marketing tactics

Q: The strategic marketing process involves three phases: planning, implementation, andA. review.B. execution.C. evaluation.D. goal revision.E. correction.

Q: Today's visionary organization uses three key elements to specify its foundation, __________, and formulate strategies.A. set a directionB. establish detailed marketing tacticsC. assign job responsibilitiesD. set financial goalsE. establish an organizational chart

Q: Today's visionary organization uses three key elements to __________, set a direction, and formulate strategies.A. set financial goalsB. specify its foundationC. establish detailed marketing tacticsD. assign job responsibilitiesE. establish an organizational chart

Q: Marketers at Volkswagen in Istanbul created a little digital flip film out of some 200 photos to tout the prowess of their new truck, the Amarok, hoping it would be a clever way to get people to engage. This action is an example of Volkswagen's marketingA. tactics.B. missions.C. visions.D. strategies.E. customer values.

Q: Compared to marketing strategies, marketing tactics generally involve actions thatA. are detailed day-to-day operational decisions.B. are long-term rather than short-term.C. involve upper levels of management rather than front-line managers.D. are general rather than specific in nature.E. have been successfully implemented in the past.

Q: Successful organizations must be visionary, which includes the ability toA. develop strategies based on those that were successful in the past.B. be backward-looking, examining the past carefully to learn from mistakes.C. anticipate future events and respond quickly and effectively.D. hire the most culturally diverse team possible in order to generate the best new ideas.E. involve all stakeholders of the organization when defining its business mission.

Q: Marketing tactics refer to theA. long-term decisions made to implement the marketing program and the monitoring of those decisions.B. detailed day-to-day operational decisions essential to the overall success of marketing strategies.C. steps taken to develop an effective marketing plan.D. development of marketing strategies to achieve the organization's marketing objectives.E. refinement of the organization's mission based on the results obtained from a marketing audit.

Q: Cross-functional teams refer toA. members of an organization who have been trained in multiple disciplines so they can easily move from one job to another as needed.B. situations where two departments within the same company have opposing views about how a product should be developed and managed.C. departments within an organization that carry out multiple functions due to financial constraints within the company.D. a small number of people from different departments in an organization who are mutually accountable to accomplish a task or a common set of performance goals.E. departments within an organization who manage the same product with distinctly different marketing programs to reach different target markets.

Q: A marketing strategy refers toA. the means by which a marketing goal is to be achieved, usually characterized by a specified target market and a marketing program to reach it.B. the tactical decisions made to implement the marketing program.C. a technique to quantify performance measures and growth targets of a firm's strategic business units (SBUs).D. a road map for the marketing activities of an organization for a specified future time period, such as one year or five years.E. the detailed day-to-day operational decisions.

Q: At the functional level, the marketing departmentA. solicits talent from all levels of the organization for strategic corporate planning sessions.B. promotes its goals to the organization's stakeholders.C. looks outward, in part by listening to customers.D. develops the corporate culture.E. defines the overall strategic direction of the organization.

Q: The key to all scheduling techniques is toA. avoid scheduling tasks that can be done concurrently.B. avoid tasks that must be done sequentially.C. make sure to allow a 20 percent delay factor to account for contingencies.D. assign responsibility for end results to the entire group rather than a single individual.E. distinguish tasks that must be done sequentially from those that can be done concurrently.

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Q: At the functional level, the organization's strategic direction becomesA. much more manageable since its offerings have been finalized.B. the most specific and most focused in terms of implementing the company's goals.C. broader since for less complex firms, the corporate and functional levels may merge.D. more general to avoid the "not invented here syndrome" that could result in missed opportunities.E. the sole responsibility of the CEO.

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Q: The functional level in an organization is whereA. groups of specialists actually create value for the organization.B. employees perform assigned tasks without actually having input into the decision making process.C. all financial outlays are made.D. all company hiring and firing occurs.E. the strategic planners in SBUs makes all decisions regarding which product benefits will be promoted during a promotional campaign.

Q: The strategic business unit levelA. works most directly with the organization's target customers.B. directs the overall strategy for the organization.C. is most likely to change substantially over time.D. provides more end-user analysis in order to design more customer-directed products.E. is the level at which managers set a more specific strategic direction for their businesses to exploit value-creating opportunities.

Q: In a typical manufacturing firm, the structure of its marketing department is typically organized from top to bottom as follows:A. CEO to CFO to Product Manager.B. CEO to CMO to Product Manager.C. Product Manager to Marketing Research Manager to Sales Manager to Promotion Manager.D. Industry Manager to Market Manager to Product Manager.E. Product Manager to CMO to Sales Manager.

Q: A strategic business unit (SBU) refers toA. a single product or service identification code used to identify items for strategic marketing planning purposes.B. a small number of people from different departments in an organization who are mutually accountable to accomplish a task or common set of performance goals.C. a strategic product that has a unique brand, size, or price.D. a privately owned franchise under the auspices of a larger group or organization bearing the same name.E. a subsidiary, division, or unit of an organization that markets a set of related offerings to a clearly defined group of customers.

Q: __________ have an increasingly important role in top management because of their ability to think strategically, bringing with them to the job multi-industry backgrounds, cross-functional management expertise, analytical skills, and intuitive marketing insights.A. Chief marketing officers (CMOs)B. Chief financial officers (CFOs)C. Chief executive officers (CEOs)D. Chief human resource officers (CHROs)E. Chief operating officers (COOs)

Q: The corporate level in an organization is whereA. the department heads direct overall strategy for the entire organization.B. groups of specialists actually create value for the organization.C. a small number of people from different departments are mutually accountable to accomplish a task or a common set of performance goals.D. a subsidiary, division, or unit of an organization markets a set of related offerings to a clearly defined group of customers.E. top management directs overall strategy for the entire organization.

Q: Introducing its Champion heart pacemaker at medical conventions across Asia to demonstrate its many beneficial features is an example of Medtronic'sA. market segmentation and targeting strategy.B. price strategy.C. place strategy.D. promotion strategy.E. product/service strategy.