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Business portfolio analysis refers to


A) a tool that helps a firm search for growth opportunities from among current and new markets as well as current and new products.
B) a technique that managers use to graphically track their firm's strategic business units as though they were a single expense in order to identify cost-cutting measures.
C) a technique that managers use to quantify performance measures and growth targets to analyze their firm's strategic business units as though they were a collection of separate investments.
D) an analysis that uses percentage points of market share as the common basis of comparison to allocate marketing resources effectively for different product lines within the same firm.
E) a tool that seeks opportunities by finding the optimum balance between marketing efficiencies versus R&D-manufacturing efficiencies.

Correct Answer

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A measure of the quantitative value or trend of a marketing activity or result is referred to as


A) trend analysis.
B) a marketing measurement.
C) a marketing dashboard.
D) a marketing metric.
E) value analysis.

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The Boston Consulting Group (BCG) has given specific names and descriptions to the four resulting quadrants in its growth-share matrix based on the amount of cash they generate for or require from the organization. Cash cows are SBUs that are classified as having


A) high market growth rates and high relative market shares.
B) low market growth rates but high relative market shares.
C) low market growth rates and low relative market shares.
D) high market growth rates but low relative market shares.
E) medium market growth rates and medium relative market shares.

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The term marketing strategy is used to address both the __________ and the __________.


A) product groupings; target markets
B) target market; marketing program
C) subjective; objective
D) revenues generated; market share achieved
E) feasibility; time required to implement

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The purpose of business portfolio analysis is to


A) add or delete product line and brand extensions.
B) search for growth opportunities from among current and new markets as well as current and new products.
C) alter a product's characteristic, such as its quality, performance, or appearance, to increase its value to customers and increase sales.
D) determine the appeal of each strategic business unit or offering and then determine the amount of cash each should receive.
E) seek opportunities by finding the optimum balance between marketing efficiencies versus R&D-manufacturing efficiencies.

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The initial step in the strategic marketing process is to begin planning by conducting a


A) business portfolio analysis.
B) market-product analysis and setting goals.
C) marketing program.
D) situation (SWOT) analysis.
E) diversification analysis.

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If Ben & Jerry's starts selling Bonnaroo Buzz Fair Trade-sourced super premium ice cream in Brazil for the first time, it will be using a __________ strategy.


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

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Rhone-Poulenc is an international French company that produces and markets a variety of chemicals and pharmaceuticals. Due to the resources it makes available to its scientists and researchers, the company has a number of Nobel Prize winners working in its laboratories. This ability to employ some of the finest minds in the world is an example of a


A) point of similarity.
B) competency.
C) sustainable advantage.
D) product development strategy.
E) human resource strategy.

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Profit refers to


A) the point at which a company's assets equal its liabilities plus shareholder equity.
B) the difference between the list and final price of a product or service.
C) the money earned when the economic order quantity is minimized.
D) the money left over after a business firm's total expenses are subtracted from its total revenues.
E) the total amount of revenue accrued through product sales or service distribution.

Correct Answer

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To move an SBU from its current position on a BCG business portfolio analysis, a manager should concentrate mostly on


A) influencing the relative market share.
B) enhancing employee motivation to move a low-valued SBU to a higher one.
C) adding a variety of new SBUs that will force out older ones.
D) influencing the market growth rate.
E) simplifying its offerings by removing features.

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When Starbucks announced that it would release a new single-serve Verismo high-pressure brewing machine in its U.S. outlets, it was using a __________ strategy.


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

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With the arrival of tablet devices, such as Apple's iPad in 2010, growth in the global PC industry has slowed considerably and sales were expected to be declining by 2016. If a firm offering a range of PCs had slightly increased its global unit market share of PC sales from 10 to 12 percent, the company should be concerned that this product is becoming a


A) question mark.
B) star.
C) hedgehog.
D) cash cow.
E) dog.

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All of the following are examples of stakeholders except


A) government.
B) competitors.
C) shareholders.
D) suppliers.
E) customers.

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An organization uses the strategic marketing process to answer all of the following questions except


A) "How do our results compare with our plans?"
B) "How do we allocate our resources to get where we want to go?"
C) "Where do we want to go?"
D) "Do deviations require new plans?"
E) "How do we convert our plans into actions?"

Correct Answer

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When participating in major projects in college marketing classes, effective teams can use a __________ to be sure that each team member does a fair amount of work and that class projects are finished efficiently and on time.


A) market-product grid
B) project schedule
C) Plan-A-Gram
D) Gantt chart
E) sales response function

Correct Answer

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The Boston Consulting Group (BCG) has given specific names and descriptions to the four resulting quadrants in its growth-share matrix based on the amount of cash they generate for or require from the organization. Question marks are located in which quadrant of the BCG growth-share matrix?


A) upper left quadrant
B) upper right quadrant
C) center of the four quadrants
D) lower right quadrant
E) lower left quadrant

Correct Answer

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The Boston Consulting Group (BCG) has given specific names and descriptions to the four resulting quadrants in its growth-share matrix based on the amount of cash they generate for or require from the organization. Stars are located in which quadrant of the BCG growth-share matrix?


A) upper left quadrant
B) upper right quadrant
C) center of the four quadrants
D) lower right quadrant
E) lower left quadrant

Correct Answer

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__________ 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)

Correct Answer

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A marketing plan is developed during which phase of the strategic marketing process?


A) implementation
B) control
C) development
D) planning
E) evaluation

Correct Answer

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What are the three elements that today's visionary organization must do to be forward looking and successful within its marketing environment? What is the purpose of each of these elements?

Correct Answer

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Management experts stress that to be suc...

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