MATCHING
a.
b.
c.
d.
e.
f.
planning
marketing planning
strategic planning
tactical planning
mission
first mover strategy
g.
h.
i.
j.
k.
l.
SWOT analysis
strategic window
marketing mix
product strategy
strategic business unit
business plan
1. __________ is the process of anticipating future events and conditions and of determining the best
way to achieve organizational objectives.
2. The formal document that outlines a company’s objectives and how they will be met is called the
___________.
3. The ____________ is a detailed description of the sources and actions needed to achieve the firm’s
marketing objectives.
4. NBC is a ____________ of General Electric.
5. _________ is the process of determining an organization’s primary objectives and adopting courses of
action that will achieve these objectives.
6. _________ involves decisions concerning the goods and services to be offered by a firm.
7. Planning that guides the implementation of activities designed to meet primary objectives is called
_______________.
8. The ________ is the blending of the four strategy elements to fit the needs and preferences of a
specific target market.
9. The ________ is the essential purpose that differentiates one company from another.
10. Limited periods during which the key requirements of a market and the resources and skills of an
organization best fit together is called the ___________.
11. The __________ argues that the company that first to offer a product will be the long-term winner.
12. ____________ is an important planning tool.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
ANS:
ANS:
ANS:
ANS:
ANS:
ANS:
ANS:
ANS:
ANS:
ANS:
ANS:
ANS:
A
L
B
K
C
J
D
I
E
H
F
G
DIF:
DIF:
DIF:
DIF:
DIF:
DIF:
DIF:
DIF:
DIF:
DIF:
DIF:
DIF:
1
1
1
2
1
1
1
1
1
1
1
1
REF:
REF:
REF:
REF:
REF:
REF:
REF:
REF:
REF:
REF:
REF:
REF:
p. 40
p. 62
p. 62
p. 55
p. 41
p. 50
p. 41
p. 49
p. 42
p. 48
p. 46
p. 47
OBJ:
OBJ:
OBJ:
OBJ:
OBJ:
OBJ:
OBJ:
OBJ:
OBJ:
OBJ:
OBJ:
OBJ:
1
Appendix
Appendix
7
1
5
1
5
3
4
4
4
MULTIPLE CHOICE
1. The process of anticipating future events and conditions and determining the best way to achieve
organizational objectives is known as
a. researching.
b. planning.
c. controlling.
d. managing.
ANS: B
DIF:
1
REF: p. 40
OBJ: 1
2. Product lines, pricing decisions, selection of appropriate distribution channels, and decisions relating to
promotional campaigns all depend on
35
Chapter 2 Strategic Planning and the Marketing Process 36
a.
b.
c.
d.
the technology available to the firm.
plans made in the accounting department.
plans formulated within the marketing organization.
industry-wide planning programs.
ANS: C
DIF:
1
REF: p. 40
OBJ: 1
3. Marketing planning establishes the
a. resource base provided by the firm's strategy.
b. economic impact of additional sales.
c. tactical plans that must be implemented by the entire organization.
d. basis for any marketing strategy.
ANS: D
DIF:
1
REF: p. 40
OBJ: 1
4. Relationship marketing can help a company
a. create long-term, cost-effective links with individual customers for mutual benefit.
b. reduce its strategic planning effort since the need for such planning is greatly diminished.
c. find more effective media for use in advertising and mass marketing.
d. cut through the planning process straight to tactical plans.
ANS: A
DIF:
1
REF: p. 40
OBJ: 1
5. Effective relationship marketing is based in part on the use of
a. inside information about competitors.
b. databases to track customer preferences.
c. larger advertising budgets.
d. knowledge about changes in economic conditions.
ANS: B
DIF:
1
REF: p. 40
OBJ: 1
6. Within the last couple of years IBM decided to get out of the desktop PC business. This decision was
the result of
a. tactical planning.
b. marketing planning.
c. strategic planning.
d. economic planning.
ANS: C
DIF:
2
REF: p. 41
OBJ: 1
7. Best Buy wants to open a store in Rogers, Arkansas. The company decides that instead of building a
new store it will renovate a closed Kmart. This decision was the result of
a. tactical planning
b. marketing planning.
c. strategic planning.
d. economic planning.
ANS: A
DIF:
2
REF: p. 41
OBJ: 1
8. Some broad spectrum strategic planning may involve a focus on achieving long-range organizational
objectives that will affect the firm for as long a period as
a. one to six months.
b. six months to a year.
c. five years or more.
d. twenty years.
ANS: C
DIF:
2
REF: p. 40, 41
OBJ: 1
Chapter 2 Strategic Planning and the Marketing Process 37
9. Long-term plans focusing on those organizational objectives that will significantly affect the firm for five
or more years are usually referred to as
a. strategic plans.
b. marketing plans.
c. economic plans.
d. tactical plans.
ANS: A
DIF:
1
REF: p. 41
OBJ: 1
10. If Toyota were planning to introduce a sports car that was powered by a hydrogen-oxygen fuel cell
when the price of gasoline in the U.S. reached $4.00 per gallon, this would probably best be described
as
a. an economic plan.
b. a technological plan.
c. a strategic plan.
d. a tactical plan.
ANS: C
DIF:
2
REF: p. 41
OBJ: 1
11. The International Sports and Fitness Federation is in the process of determining where they should
build their permanent training facility. They want it to be near a population center but rural enough to
give them ample room. They know it will take several years to find the right location and build the
training center. They are engaged in
a. strategic planning.
b. travel planning.
c. marketing planning.
d. economic planning.
ANS: A
DIF:
2
REF: p. 41
OBJ: 1
12. A firm's plans that focus largely on current and near-future activities are referred to as
a. strategic plans.
b. marketing plans.
c. economic plans.
d. tactical plans.
ANS: D
DIF:
1
REF: p. 41
OBJ: 1
13. Preparation of quarterly and semi-annual plans by personnel such as the general sales manager or
advertising director would probably be classed as
a. consumer planning.
b. tactical planning.
c. strategic planning.
d. overall corporate planning.
ANS: B
DIF:
1
REF: p. 42
OBJ: 2
14. Compared with other organization personnel, more time is devoted to long-range strategic planning by
a. middle management.
b. manufacturing labor.
c. top management.
d. supervisory management.
ANS: C
DIF:
1
REF: p. 42
OBJ: 2
15. Scheyxsnaldre's SuperSavers Markets, a grocery chain operating primarily in Arizona, is working on
its tactical plans. The personnel that would be most involved in this operational planning process are
a. top management - Mr. Scheyxnaldre himself.
Chapter 2 Strategic Planning and the Marketing Process 38
b. middle management - the company's merchandising, marketing research, and advertising
managers.
c. the store managers.
d. supervisory management - shift managers and night auditors.
ANS: B
DIF:
2
REF: p. 42
OBJ: 2
16. Operational planning should be done
a. by top management.
b. by mid-level managers, typically for their own departments.
c. to create and implement strategic plans for the whole company.
d. at the same time the total budget is prepared.
ANS: B
DIF:
1
REF: p. 42
OBJ: 2
17. Tactical planning should be done
a. by supervisory personnel.
b. as part of the departmental rules and procedures plans.
c. to set divisional budgets, policies, and procedures.
d. by CEOs, COOs, and CFOs.
ANS: C
DIF:
2
REF: p. 42
OBJ: 2
18. In the planning hierarchy, plans dealing with organization-wide objectives, long-term plans, and the
total budget would be classed as
a. annual plans.
b. tactical plans.
c. operational plans.
d. strategic plans.
ANS: D
DIF:
1
REF: p. 42
OBJ: 2
19. Operational plans are generally related to which time frame?
a. daily and weekly
b. monthly
c. quarterly
d. yearly
ANS: A
DIF:
1
REF: p. 42
OBJ: 2
20. Recently General Electric’s NBC unit acquired Universal Studios. The highest executive who
approved this acquisition was ___________ and the decision was the result of __________ planning.
a. GE’s CEO; tactical.
b. GE’s CEO; strategic.
c. the head of NBC; tactical.
d. the head of NBC; strategic.
ANS: B
DIF:
3
REF: p. 42
OBJ: 2