Quiz Strategic Marketing
1) _____ is a business perspective that makes the customer the focal point of a company's total
operations.
(a) market orientation
(b) competitive parity
(c) value chain integration
(d) business scaffolding
(2) Getting all business functions working together to provide superior customer value is referred to
as _____.
(a) customer relationship management
(b) cross functional coordination
(c) competitor intelligence
(d) centralization
(3) _____ are complex bundles of skills and accumulated knowledge, excised through organizational
processes, that enables firms to coordinate activities and make use of their assets.
(a) business clusters
(b) competitor faculties
(c) distinctive capabilities
(d) cross functions
(4) _____ consist(s) of the benefits and costs resulting from the purchase and use of products as
perceived by the buyer.
(a) distinctive capabilities
(b) spanning process
(c) market sensing
(d) customer value
(5) _____ consist(s) of deciding the scope and purpose of the business, the objectives, and the
resources necessary to achieve the objectives.
(a) corporate strategy
(b) marketing strategy
(c) market sensing
(d) channel bonding
(6) ________ connect the organization to the external environment, providing market
feedback, and forging external relationship.
(a) inside-out processes
(b) outside-in processes
(c) spanning processes
(d) none of the above
(7) ________ is a process of planning, developing, and implementing maneuvers to obtain a
competitive edge in your chosen niche.
(a) marketing management
(b) customer relationship management
(c) strategic marketing
(d) none of the above
(8) ________ continuously gathers information about customers, competitors, and markets;
views the information from a total business perspective; decides how to deliver superior
customer value; and takes actions to provide value to customers.
(a) marketing management
(b) customer relationship management
(c) customer-oriented organization
(d) market-oriented organization
(9) Polaroid’s management didn’t define its competitive area as all forms of photography,
concentrating instead on its instant photo monopoly position, and eventually the company
was outflanked by digital photography. This is an example of failure to identify ________.
(a) competitor intelligence
(b) customer intelligence
(c) a & b
(d) none of the above
(10) Which one of the following is NOT the characteristic of market-driven strategies?
(a) determining distinctive capabilities
(b) internal analysis
(c) achieving superior performance
(d) matching customer value requirements to capabilities
(11) ________ is the process of customers shifting their purchases away from products
generated by outmoded business designs to new ones that offer superior value.
(a) value migration
(b) achieving superior performance
(c) market sensing
(d) marketing strategy
(12) Which one of the following is NOT the factor influencing how product-market
boundaries are determined?
(a) purpose of analysis
(b) technology shift
(c) changing composition of markets
(d) extent of market complexity
(13) Which one of the following is NOT involves in determining the structure of a product-
market?
(a) identify the product categories (types)
(b) start with generic need satisfied by the product category
(c) analyzing market structure
(d) identify the specific product-markets within the generic product-market
(14) Gaining an understanding of markets include:
(a) defining the scope of the product market
(b) analyzing market structure and composition
(c) estimating how the market will change in the future
(d) all of the above
(15) ______ is the process of identifying and analyzing subgroups of buyers in a product
market with similar response characteristics
(a) market segmentation
(b) marketing penetration
(c) market development
(d) market targeting
(16) Which one of the following is not a psychographic approach to segmentation?
(a) dividing your market by consumer lifestyle
(b) dividing your market by consumer age
(c) dividing your market by consumer values
(d) dividing your market by consumer personality traits
(17) If you are dividing your market into segments based upon age, race, gender and income,
what type of segments are you using?
(a) psychographic segments
(b) geographic segments
(c) demographic segments
(d) product-benefit segments
(18) A generic market ________.
(a) competitor might have only a tiny market share in the generic market but a larger share in its
product market
(b) often includes consumers who will satisfy the same need in quite different ways
(c) often involves sellers who compete in different product markets
(d) all of the above are true
(e) none of the above is true
(19) If you are dividing your market into rural, suburban, and urban segments, what type of
segments are you dividing the market into?
(a) geographic segments
(b) psychographic segments
(c) product-benefit segments
(d) demographic segments
(20) The method of examining data that has been grouped according to similarities and
dissimilarities is known as ________.
(a) category analysis
(b) cluster analysis
(c) marketing analysis
(d) grouping analysis
1 a b c d 11 a b c d
2 a b c d 12 a b c d
3 a b c d 13 a b c d
4 a b c d 14 a b c d
5 a b c d 15 a b c d
6 a b c d 16 a b c d
7 a b c d 17 a b c d
8 a b c d 18 a b c d
9 a b c d 19 a b c d
10 a b c d 20 a b c d
