chapter-22-pulling-it-all-together-the-strategic-marketing-process-20

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Multiple Choice

1. Emerging consumer trends reveal increased demand for
___________, environmentally friendly, and healthy products that are
attractively packaged and produced in smaller servings. a) instantly
cooked

b) cheaper

c) high
calcium

d) high fibre

e) convenient

2. For a large company like the Fraser and Neave (F&N)
group, making the right decisions in marketing new dairy food and beverage
products that cater to consumer needs and increase company revenue is no easy
task. To achieve optimum efficiency and expansion for the company’s growth,
F&N will have to ____________in a manner best calculated to produce
results.

a) allow only one out of four new brands to maintain
distribution for three to four years

b) carry out a new product launch that typically costs up to
$30 million

c) to differentiate its new brands from other competitors
with products already sitting on the supermarket shelf

d) allocate its resources

e) all of the above information would be important to the
success of the Fraser and Neave (F&N) group

3. After carrying out marketing research to assess the
feasibility and financial attractiveness of its new products, the Fraser and
Neave (F&N) group recently introduced __________.

a) an oat-enriched milk that appeals to health-conscious
customers

b) ice Cream that has been specially designed to appeal to
children, with its child-friendly packaging and flavoring

c) ice Cream endorsed as a “healthier snack” by the
Singapore Health Promotion Board, and so appeals to parents who want to improve
the mental and physical growth of their children

d) yoghurt Petite Ice Cream that provides ice cream in small
portions, with just 56 calories in each stick of ice cream, half or one third
of the calories of a normal ice cream stick.

e) all of the above

4. A __________ is a unique strength relative to
competitors.

a) distinctive parity

b) sustainable dominance

c) synergistic edge

d) market dominance

e) competitive advantage

5. Marketing executives may exploit a competitive advantage
by __________.

a) finding and using what works for their organization and
industry and allocating resources effectively

b) always opening more locations than any of their
competitors

c) always doing more advertising than any of their
competitors

d) always providing the lowest priced product in the
industry

e) all of the above are ways to exploit a competitive
advantage

6. Superior business performance is related to __________.

a) strategy

b) execution

c) culture

d) structure

e) all of the above

7. Which of the following companies excels at delivering on
a focused strategy?

a) Ryohin Keikaku – MUJI Chain

b) Sam’s Club

c) Coca-Cola

d) Kodak

e) Toyota

8. Which of the following companies excels at delivering on
operational execution?

a) Costco

b) Sam’s Club

c) Coca-Cola

d) Kodak

e) Toyota

9. Which of the following companies excels at delivering on
a performance-oriented culture?

a) Costco

b) Sam’s Club

c) Coca-Cola

d) Kodak

e) Creative Technologies

10. Which of the following companies excels at delivering on
a building and maintaining a fast, flexible, flat organization?

a) Costco

b) Sam’s Club

c) Coca-Cola

d) Kodak

e) Nestlé

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