Marketing Midterm CH 2

A company's mission statement should most likely be

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

In the BCG growth-share matrix, stars refer to products or businesses with a ________.

In the BCG growth-share matrix, question marks refer to products or businesses with a ________.

In the BCG matrix, ________ refer to low-growth, high-share businesses or products.

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

When a company chooses to divest a particular strategic business unit, it ________.

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

Both market penetration strategies and market development strategies primarily involve ________.

Both product development strategies and diversification strategies involve ________.

A strategy for company growth through starting up or acquiring businesses outside the company's current products and markets is called ________.

Which of the following best describes the value chain of a company?

Which of the following groups is included in both a company's value chain and its value delivery network?

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 ________.

Which of the following best describes product positioning?

A consumer group that responds in a similar way to a given set of marketing efforts is the company's ________.

To which of the following elements of the marketing mix do design, packaging, services, and features belong?

Which of the following will most likely be included in the "place" component of a company's marketing mix?

Which of the following will most likely be included in the "price" component of a company's marketing mix?

In a SWOT analysis, ________ refer to favorable factors or trends in the external environment that a company may be able to exploit to its advantage.

In a SWOT analysis, ________ refer to unfavorable external factors or trends that may present challenges to performance.

The process that turns marketing plans into marketing actions to accomplish strategic marketing objectives is called marketing ________.

Which of the following marketing measures can best be translated into dollar returns?

Which of the following is true of marketing ROI?