Free test bank for strategic marketing 10th edition by

Free Test Bank for Strategic Marketing 10th Edition by Cravens Multiple Choice Questions _____ is a business perspective that makes the customer the focal point of a company’s total oper

Free Test Bank for Strategic Marketing 10th Edition by Cravens Multiple Choice Questions

_ is a business perspective that makes the customer the focal point of a company’s total operations

1 A Market orientation

2 B Competitive parity

3 C Value chain integration

4 D Business scaffolding

Which of the following stages of marketing strategy process

considers organizational design and marketing strategy

implementation and control?

1 A Implementing and managing market-driven strategy

2 B Designing market-driven strategy

3 C Identifying and evaluating markets, segments, and customer value

4 D Market-driven program development

_ are described by different characteristics of customers, the reasons that they buy or use certain products, and their preferences for certain brands of products

1 A Market shares

2 B Strategic marketing objectives

3 C Market segments

4 D Corporate capabilities

Which of the following activities is an example of promotion

strategy?

1 A Distinctive capabilities

2 B Benchmarking

3 C Public relations

4 D Product positioning

_ examines customer targeting and positioning strategies, marketing relationship strategies, and innovation and new product strategy

1 A Identifying markets, segments, and customer value

2 B Implementing and managing market-driven strategy

3 C Designing market-driven strategy

4 D Market-driven program development

_ consist(s) of deciding the scope and purpose of the

business, the objectives, and the resources necessary to achieve the objectives

1 A Marketing strategy

2 B Corporate strategy

3 C Market sensing

4 D Channel bonding

_ is the combination of the product, value chain, price, and promotion strategies a firm uses to place itself against its key

competitors in meeting the needs and wants of the buyers in the market target

1 A Positioning strategy

2 B Customer relationship management

3 C Customer linking

4 D Market targeting strategy

Getting all business functions working together to provide superior customer value is referred to as _

1 A customer relationship management

2 B competitor intelligence

3 C cross-functional coordination

4 D centralization

In a corporate strategy, _ indicate(s) the dimensions of

performance upon which to focus and the levels of achievement required

1 A corporate objectives

2 B synergies

3 C vision

4 D scope

_ are complex bundles of skills and accumulated knowledge, excised through organizational processes, that enables firms to coordinate activities and make use of their assets

1 A Business clusters

2 B Competitor faculties

3 C Cross functions

4 D Distinctive capabilities

With regard to a corporate strategy framework, _ define(s) what the corporation is and what it does and provides important guidelines for managing and improving the corporation

1 A resource allocation

2 B synergies

3 C objectives

4 D management’s vision

Which of the following stages of marketing strategy process

consists of brand, value-chain, pricing, and promotion and selling strategies designed and implemented to meet the value

requirements of targeted buyers?

1 A Implementing and managing market-driven strategy

2 B Designing market-driven strategy

3 C Identifying and evaluating markets, segments, and customer value

4 D Market-driven program development

Which of the following is the final component of the corporate

strategy?

1 A Scope

2 B Synergy

3 C Corporate objective

4 D benchmarking

The purpose of _ is to select the people (or organizations) that management wishes to serve in the product-market

1 A strategic positioning

2 B benchmarking

3 C customer linking

4 D market targeting strategy

_ seeks to place the brand in the eyes and mind of the buyer and distinguish the product from those in competition

1 A Customer relationship strategy

2 B Positioning strategy

3 C Benchmarking

4 D Value-chain strategy

With regard to corporate strategy, _ is/are concerned with resolving questions about the business the firm should be in, where

it should focus, and its enduring strategic purpose

1 A corporate objectives

2 B synergies

3 C scope

4 D resource allocation

Which of the following is the first step in a marketing strategy

process?

1 A Market-driven program development

2 B Designing market-driven strategy

3 C Identifying and evaluating markets, segments, and customer value

4 D Implementing and managing market-driven strategy

_ consist(s) of the benefits and costs resulting from the

purchase and use of products as perceived by the buyer

1 A Customer value

2 B Distinctive capabilities

3 C Spanning process

4 D Market sensing

_ offer(s) a company the opportunity to focus its business on the requirements of one or more groups of buyers

1 A Corporate resources

2 B Market segmentation

3 C Business composition

4 D Distinctive capabilities

A _ is a single product or brand, a line of products, or a mix of related products that meets a common or a group of related market needs, and its management is responsible for the basic unctions

1 A market section

2 B strategic business unit

3 C business segment

4 D marginal piece

20 Free Test Bank for Internet Marketing 3rd Edition by Roberts Multiple Choice Questions

The Internet experienced slow but steady growth until allowed users to move around in easy graphical fashion

1 a Yahoo!

2 b Mosaic

3 c Netscape

Which of the following is not a strategic driver of the Internet

economy?

1 a Speed is essential to successful Internet operations.

2 b Employees can easily be substituted for one another.

3 c Making it possible to deal with customers on a 1-to-1 basis.

is the communications protocol that provides the

common “language” of Internet computing

1 a TCP/IP

2 b HTML

3 c The graphic browser

Which is not among the four distinct generic goals of Internet

marketing?

1 a Acquisition

2 b Conversion

3 c Mobile access

The most common way consumers discover new online products is through:

1 a search.

2 b merchant emails.

3 c social networking sites.

Objectives that can be appropriate for Internet marketing include:

1 a building loyal customer relationships.

2 b doubling the customer base.

3 c decreasing the need for customer service.

Which of the following is a true statement about the origins of the Internet?

1 a The Internet was initially conceptualized in a term paper by a computer science student at Stanford.

2 b The Internet was initially developed by a number of technology companies that wanted to expand the market for their products.

3 c The Internet was initially developed by DARPA to fund research in

communications technology for defense purposes.

The basic business models used on the Internet include:

1 a multi-channel marketing.

2 b target return on investment.

3 c disintermediation.

Businesses have enthusiastically adopted the internet for marketing for the following:

1 a attract new customers.

2 b customer retention.

3 c both of the above.

The phenomenon we call "the Internet bubble" was characterized by:

1 a many Internet businesses that had not attained profitability.

2 b venture capital available to even questionable business models.

3 c both of the above.

The Sabre System is an example of:

1 a a new service made possible by the Internet.

2 b an information product.

3 c a product targeted solely at the consumer market.

A website must be hosted on a

1 a browser

2 b interactive device

3 c server

Term often used when software is made available on a fee for

usage basis:

1 a Applications Software Providers.

2 b Proprietary Software.

3 c Software as a Service.

Which of the following is not an element of the Internet

infrastructure stack?

1 a Website content

2 b Operations like load balancing and security

3 c Connections to the telecommunications backbone of the Internet

is the feature of the Internet that allows users to move easily from one document to another

1 a Telecommunications

2 b Common platform

3 c Hypertext

Sales force.com exemplifies:

1 a a “cloud computing” product that shows the power of connectivity in a network.

2 b a proprietary product used by a single user.

3 c technology that is used primarily to develop proprietary software.

Web 2.0 is characterized by:

1 a services and co-creation.

2 b economic and technical evolution.

3 c a "dot com" business enterprise.

Technology that can integrate location into marketing applications is called:

1 a apps.

2 b Web 3.0.

3 c GPS.

The Sabre System is an example of:

1 a an information product that existed prior to the Internet.

2 b the evolution of an internal system into a commercial product.

3 c both of the above.

Which of the following is a true statement about the Internet

infrastructure stack?

1 a It describes activities that can be performed inside the business or

outsourced to independent suppliers.

2 b It describes the manner in which different elements come together to create the Internet environment.

3 c Both of the above.

48 Free Test Bank for Global Marketing 8th Edition by Keegan Multiple Choice Questions

Based on the size of the market in U.S dollars, the leading

consumer products are:

1 A) cell phones.

2 B) bottled water.

3 C) cigarettes.

4 D) video games.

5 E) recorded music.

In the United States, some people believe that globalization has depressed the wages of American workers and resulted in the loss

of both blue-collar and white-collar jobs This is an example of:

1 A) discrimination.

2 B) domination.

3 C) globaphobia.

4 D) management myopia.

5 E) economic crisis.

Uniqlo, a division of Japan's Fast Retail, operates about 850 stores

in Japan and currently has six stores in the United States Their plans call for a total of 200 U.S stores by 2020 The fulfillment of their plan will depend on:

1 A) industry conditions.

2 B) sources of competitive advantage.

3 C) the condition of the apparel market worldwide.

4 D) the demand in Japan for U.S style garments.

5 E) all of the above

When you call United Airlines for a reservation on a toll-free number and get a response from an operator in Mumbai, this is an example of:

1 A) anti-globalization.

2 B) global marketplace.

3 C) multilingual expression.

4 D) discrimination.

5 E) E-ticketing.

Walmart's exit from the German market was due, in part, to the fact that German shoppers could find lower prices at stores known as:

1 A) All-in-one stores.

2 B) Dollar stores.

3 C) Discount sores.

4 D) Hard discounters.

5 E) Fresh & Easy stores.

Nissan's earlier vehicles were difficult to start in many parts of the United States during the cold winter months In northern Japan, it was customary for many car owners to put blankets over the hoods

of their cars during winter months Nissan's assumption was that Americans would do the same thing This is an example of:

1 A) ethnocentric orientation.

2 B) polycentric orientation.

3 C) regiocentric orientation.

4 D) geocentric orientation.

5 E) geopolitic orientation.

Starbucks is building on its loyalty card and rewards program in the United States with a smartphone app that enables customers to pay for purchases electronically The app displays a bar code that the barista can scan This is an example of:

1 A) Market Penetration.

2 B) Market Development.

3 C) Market Diversification.

4 D) Product Development.

5 E) Global Marketing.

When a country like China is experiencing rapid economic growth, policymakers are likely to:

1 A) look more favorably on outsiders.

2 B) look less favorably on outsiders.

3 C) experience more resistance toward outsiders.

4 D) feel threatened by outsiders.

5 E) None of the above

From the global marketing perspective, the customization of the Beatles' records is a good example of:

1 A) product adaptation.

2 B) market penetration.

3 C) diversification.

4 D) product development.

5 E) marketing mix.

Starbucks is entering India via an alliance with the Tata Group

Phase 1 calls for sourcing coffee beans in India and marketing them

at Starbucks stores throughout the world This is an example of:

1 A) Market Penetration.

2 B) Market Development.

3 C) Market Diversification.

4 D) Product Development.

5 E) Regular Marketing.

The cell phone divisions of Toshiba, Sharp, and other Japanese companies prospered by focusing on the domestic market When handset sales in Japan slowed a few years ago, the Japanese

companies realized that Nokia, Motorola, and Samsung already dominated key world markets Atsutoshi Nishida, president of

Toshiba, noted, "We were thinking only about Japan We really

missed our chance." This example illustrates:

1 A) geocentric orientation.

2 B) regiocentric orientation.

3 C) polycentric orientation.

4 D) ethnocentric orientation.

5 E) poor globalization orientation.

Pfizer, Merck, Novartis, and other pharmaceutical companies have little choice but to engage in global marketing since:

1 A) there is little demand for their products in home countries.

2 B) their research centers are located overseas.

3 C) no single market is large enough to recover costs incurred in research.

4 D) there is more demand overseas for their products.

5 E) technology is not available in home countries.

Examples of effective global marketing by McDonald's include both standardized and localized marketing mix elements Which of the following does not represent a localized element?

1 A) It serves McAloo tikki potato burger in India.

2 B) It uses the advertising slogan "I'm lovin' it."

3 C) It operates themed dining cars on the Swiss national rail system.

4 D) It has home delivery service in India.

5 E) It has slang nicknames such as MakDo in Philippines and McDo in France.

Statements that illustrate the success of global marketing include all

of the following except:

1 A) the Coca-Cola Company supports its Coke brand by utilizing global and local marketing mix.

2 B) Apple is synonymous with cutting-edge innovation and high-tech design.

3 C) Italy's Benetton utilizes marketing as a knee-jerk reaction to world

marketing needs.

4 D) the backbone of Caterpillar's global success is its network of dealers.

5 E) Germany's reputation for engineering and manufacturing provides a

competitive advantage.

Two decades ago, professor Ted Levitt wrote a classic Harvard

Business Review article titled "The Globalization of Markets." Which

of the following statements about the author and the article is

accurate?

1 A) Levitt urged companies to adopt products on a country-by-country basis.

2 B) There was universal agreement about his thesis that the world is becoming homogeneous.

3 C) Levitt urged companies to develop standardized products that could be marketed worldwide with little adaptation.

4 D) Levitt warned of the coming backlash against globalization.

5 E) Levitt did not recommend developing standardized products.

Measured by national income, the United States represents the world's largest single market for goods and services Roughly what percentage of world income is found outside the United States?

1 A) 25%

2 B) 50%

4 D) 95%

5 E) 35%

According to the Fortune global 500 companies for 2012, the

largest corporation based on revenue is:

1 A) Exxon Corporation.

2 B) Toyota Motors.

3 C) Royal Dutch Shell.

4 D) General Electric.

5 E) Walmart stores.