Chapter 6 Multiple-choice questions

Marketing Strategy
The _________________ process commences at corporate level. Here the organization sets out its overall mission, purpose, and values.

Benetton moved from designing and manufacturing their clothing products into retail. This is an example of:

The following statement by Samsung Electronics: ' Inspire the World, Create the Future.' is an example of:

Organizational values are important because they:

Large organizations create ______________, which assume the role of a separate company and create their own strategies and plans in order to achieve their corporate goals and contribution to the overall organization.

The Strategic Marketing Planning process consists of a series of logical steps and these steps can be aggregated into four phases. Which of the following is not included in the phases of strategic marketing planning?

Which of the following firms has often followed a market challenger (second-mover) strategy?

SWOT is an acronym for:

In SWOT analysis, situations where organizations are able to convert weaknesses into strengths and threats into opportunities, these are called:

This is something that at some time in the future may destabilize and/or reduce the potential performance of the organization.

________________ is the process that helps managers understand the nature of the industry, the way firms behave competitively within the industry, and how competition is generally undertaken.

These objectives are often employed in mature markets as firms/products enter a decline phase. The goal is to maximize short-term profits and stimulate positive cash flow.

Which of the following is not the conditions necessary for the achievement of sustainable competitive advantage (SCA)?

These firms select small segments within the target market that the larger companies do not want to exploit. Which type of market position does this refer to?

This type of growth refers to concentrating activities on markets and/or products that are familiar:

An organization can offer standard products at acceptable levels of quality, yet still generate above-average profit margin by adopting _____________

Zara reformulated their value chain so that they became the fastest high street brand to design, produce, distribute and make fashion clothing available in their shops. This is a good example of:

Attack the market and defend the position are the prime strategies pursued by a firm with ___________ positioning.

Ideas about conventional strategy have been based around a linear value chain approach which considers successive supplier/distributor participants adding value as a product moves along a chain to be consumed by end-user customers. This idea is referred to as:

Key performance indicators, which companies set and measure their progress towards in order to determine whether or not they have improved or maintained their performance over a given period of time, are referred to as:

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