Question 1: General Motors operates the Saturn division as a separate profit center within the firm. Saturn is a(n)_______of General Motors.
A. marketing unit
B. strategic business unit
C. independent unit
D. corporate unit
Question 2: Products that are market leaders, growing fast with profits but needing cash to finance growth, are called
A. cash cows.
B. dogs.
C. stars.
D. problem children
Question 3: The part of the marketing plan that examines limitations that a company might face in marketing strategy development or implementation is the
A. SWOT analysis
B. environmental analysis
C. executive summary
D. marketing strategies section.
Question 4: Which of the following is NOT a benefit of a mission statement?
A. it fosters a marketing orientation
B. It provides direction for strategic planning
C. It determines the marketing strategy
D. It gives the organization a clear purpose and direction.
Question 5: A core competency is
A. created when a company matches its strengths to opportunities.
B. something an organization does so well that it gives the company an advantage over its competition.
C. a strength.
D. a limitation a company might face in implementation.
Question 6: Conditions or barriers in the environment that may prevent a firm from reaching its objectives are
A. threats.
B. weaknesses
C. strengths
D. opportunities
Question 7: __________ growth occurs when current products and current markets have the potential for increasing sales.
A. Corporate
B. Vertical
C. Horizontal
D. Intensive
Question 8: Determining the means for utilizing resources in the areas of production, finance, research and development, personnel, and marketing to reach an organization's goals is the
A. marketing strategy
B. Marketing objective
C. business unit strategy.
D. corporate strategy
Question 9: FedEx's electronic tracking system gives it an advantage over its competitors. It represents a(n) ______ for FedEx.
A. organizational advantage
B. strategic advantage
C. core competency
D. technological advantage
Question 10: Product, promotion, price, and distribution comprise an organization's
A. sales.
B. marketing plan
C. market development
D. marketing mix