chapter-22-pulling-it-all-together-the-strategic-marketing-process-18

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21. When using share points to make marketing resource
allocation decisions, marketing managers must estimate all of the following
EXCEPT __________.

a) market share for the product

b) revenues associated with each point of market share

c) the contribution to overhead and profit (or gross margin)
of each share point

d) possible cannibalization effects on other products in the
line

e) all of the above are used to make marketing resource
allocation decisions

22. Which of the following pieces of information is used in
a SWOT analysis, the first step of the planning phase of the strategic
marketing process?

a) Corporate return on investment

b) Market share for the product

c) Revenues associated with each point of market share

d) Projection of future sales, expenses and profits

e) Possible cannibalization effects on other products in the
line

23. Which of the following pieces of information is used in
a SWOT analysis, the first step of the planning phase of the strategic marketing
process?

a) Corporate return on investment

b) Market share for the product

c) Revenues associated with each point of market share

d) Trends in past and current revenues for industry and
competitors

e) Possible cannibalization effects on other products in the
line

24. Which of the following pieces of information is used in
the second step of the planning phase of the strategic marketing process?

a) Corporate return on investment

b) Market potential studies

c) Revenues associated with each point of market share

d) Trends in past and current revenues for industry and
competitors in total and by segment

e) Possible cannibalization effects on other products
in the line

25. Which of the following pieces of information is used in
the second step of the planning phase of the strategic marketing process?

a) Corporate return on investment

b) Market-product grids

c) Revenues associated with each point of market share

d) Trends in past and current revenues for industry and
competitors in total and by segment

e) Possible cannibalization effects on other products in the
line

26. Which of the following pieces of information is used in
the second step of the planning phase of the strategic marketing process?

a) Corporate return on investment

b) Positioning studies

c) Revenues associated with each point of market share

d) Trends in past and current revenues for industry and
competitors in total and by segment

e) Possible cannibalization effects on other products in the
line

27. Which of the following pieces of information is used in
the third step of the planning phase of the strategic marketing process?

a) Corporate return on investment

b) Marketing mix actions

c) Revenues associated with each point of market share

d) Trends in past and current revenues for industry and
competitors in total and by segment

e) Possible cannibalization effects on other products in the
line

28. Which of the following pieces of information is used in
the third step of the planning phase of the strategic marketing process?

a) Corporate return on investment

b) Detailed plans to execute the marketing program

c) Revenues associated with each point of market share

d) Trends in past and current revenues for industry and
competitors in total and by segment

e) Possible cannibalization effects on other products in the
line

29. The marketing manager for Ocean Spray cranberry products
is the team leader for each phase of the company’s strategic marketing process.
During the previous year, sales of cranberries in the United States
did not meet expectations. Which of the following actions during the planning
phase of the strategic marketing process would generate the required
information for his team to develop the plans that define the goals and
marketing mix strategies to be achieved for next year?

a) Generate a memo that clarifies each team member’s responsibilities
in the strategic marketing process

b) Conduct a situation (SWOT) analysis that identifies
industry trends, analyzes competitors, assesses his own company and researches
customers

c) Develop a new organizational chart that reflects the re-organization
of the team if corrective actions are not successful in the upcoming year

d) Write action memos to try to correct problems and exploit
opportunities

e) Define the tracking reports to enable results to be
compared with the plan

30. During the planning phase of the strategic marketing
process, the marketing manager will __________.

a) design the marketing organization

b) obtain resources

c) set market and product goals

d) develop marketing schedules

e) do all of the above

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Title: chapter-22-pulling-it-all-together-the-strategic-marketing-process-18

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