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In a SWOT analysis, which of the following would be considered a weakness of a company?


A) an unfavorable economic climate that discourages consumption
B) the exit of a competitor from the market
C) inflation that leads to higher prices of the company's products
D) falling consumer interest in its products
E) obsolete technologies used by the company

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At John Deere, thousands of people both inside and outside the organization make decisions about target segments, branding, product development, pricing, promotion, and distribution. They talk with engineering about product design, advertising agencies about ad campaigns, and large retailers like Lowe's about quality offerings. This is an example of ________.


A) marketing planning
B) marketing standards
C) marketing control
D) marketing strategy
E) marketing implementation

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Cosmetics firm SatinSilk is revamping its mission statement and advertising strategy. The CEO stresses that the new mission statement should be market-oriented rather than product-oriented. Which of the following mission statements will best suit the company?


A) to create the best possible products and sell them at the best possible prices
B) to sell hypoallergenic cosmetics products made only from the finest organic ingredients
C) to give customers the complexion they dream about by providing products suited to their needs
D) to become a market leader in every cosmetics product category
E) to increase our market share in the cosmetics segment and increase profit margins

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Traxx is a newly emerging shoe manufacturing company. After extensive market research, Traxx divides its market into professional athletes, "hobbyists" or amateur players, and people who wear shoes as part of their casual attire. Each category has its own needs, traits, and marketing goals. In this scenario, Traxx has engaged in market ________.


A) development
B) positioning
C) diversification
D) segmentation
E) penetration

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CVS Pharmacy changed its name to CVS Health, reshaping and broadening its lines of products and services to align more appropriately with its revamped "better health" mission. For example, it stopped selling tobacco products altogether. How would this be classified in a SWOT analysis?


A) strength
B) weakness
C) opportunity
D) threat
E) barrier to entry

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A company can assess marketing ROI in terms of standard marketing performance measures, such as brand awareness, sales, or market share.

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Discuss the four Ps of the typical marketing mix. Some people consider that there should be more than four marketing mix elements. Suggest two additional aspects that the marketing mix could include.

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The marketing mix is the set of tactical...

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The 4As framework takes into consideration the buyer's view of the market.

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How do organizations carry out marketing control?

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Marketing control is the process of eval...

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Which of the following criteria provides a measure of market attractiveness in the Boston Consulting Group approach?


A) relative market share
B) market sentiment
C) return on marketing investment
D) market growth rate
E) brand image

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Ferrari sells only 2,200 of its very high-performance cars in North America each year at very high prices. The company is appealing to a specific ________.


A) value chain
B) market segment
C) financial public
D) business portfolio
E) market position

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Which of the following best describes product positioning?


A) differentiating a market offering to create superior customer value
B) arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers
C) identifying consumer needs and creating a product to meet those needs
D) evaluating each market segment's attractiveness and selecting one or more segments to enter
E) dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors

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Which of the following statements is true in the context of the BCG growth-share matrix?


A) Stars often need heavy investment to finance their rapid growth in a market.
B) The positions of SBUs in the growth-share matrix rarely change over time.
C) The income from one SBU cannot be used to support other business units.
D) Dogs promise to be large sources of cash.
E) Cash cows typically turn into stars.

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Which of the following best describes a company's business portfolio?


A) the list of all the marketing activities in which the company invests
B) the target segments of the company's various businesses
C) the company's products or services in a particular market
D) the collection of businesses and products that make up the company
E) the company's strengths in terms of technology, people, and products

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ToyBox is a toy manufacturer based in the United Kingdom. Which of the following indicates that the company is following a market penetration strategy?


A) It introduces a line of children's clothing in the United Kingdom.
B) It acquires toy rights for a popular cartoon character to boost its sales.
C) It introduces its toys in the Indian and South-East Asian markets.
D) It enters the U.S. market with a line of children's clothing.
E) It develops a new line of educational software targeted at the current market.

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According to the Boston Consulting Group approach, how can a company classify its SBUs on a growth-share matrix?

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The growth-share matrix defines four typ...

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The 4Ps model has been challenged because it omits or underemphasizes important activities such as services. It's also been criticized for taking a seller's, rather than a buyer's, viewpoint. The more recent 4As framework complements the traditional model and includes ________.


A) adaptability, affordability, availability and awareness
B) adaptability, affordability, accessibility and awareness
C) acceptability, affordability, accessibility and awareness
D) acceptability, affordability, accessibility and aptitude
E) adaptability, affordability, availability and aptitude

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ToyTrain is a toy company that sells its products in most regions of the United States. It produces a variety of toys for children of every age group, from toddlers to preteens. What are ToyTrain's options for organizing its marketing department? Briefly describe each structure as it would apply to ToyTrain. Which organization do you think would be best for ToyTrain? Why?

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(Students' answers may vary. The answer ...

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A strategy for company growth that involves increasing sales to current market segments without changing the product is known as ________.


A) market development
B) market differentiation
C) market penetration
D) product development
E) diversification

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True Value Hardware relies on its ________ to coordinate and carry out activities that provide shoppers with the hardware and home improvement products they need at affordable prices along with top-notch customer service.


A) suppliers
B) internal value chain
C) distributors
D) portfolio network
E) internal supply chain

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