Unit I Advmkt

Top of Form

Question 1

Question 1

When does business unit planning occur in the strategic planning process?

A. Before corporate planning

B. After offering planning

C. After corporate planning but before offering planning

D. After corporate planning and product planning

Bottom of Form

Top of Form

Question 2

What effect could an obsession about protecting market share have on a company's long-term prospects?

A. Consumers would tire of its "me focus."

B. It would invite stronger attacks from competitors intent on stealing customers.

C. It could blind itself to major trends in the market.

D. It would more or less automatically position itself for sustained profitability.Bottom of Form

Question 3

Companies are recognizing that much of their market value comes from __________, particularly their brands, customer base, employees, distributor and supplier relations, and intellectual capital.

A. variable assets

B. value propositions

C. intangible assets

D. market offerings

Bottom of Form

Top of Form

Question 4

Healthy long-term growth requires marketers to satisfy a broad set of __________ and objectives.

A. goals

B. constituents

C. tactical plans

D. strategic plansBottom of Form

Top of Form

Question 5

Which of the following terms can be defined as the shared experiences, stories, beliefs, and norms that characterize an organization?

A. Organizational dynamics

B. A business mission

C. An ethical/value statement

D. Corporate culturBottom of Form