Brooke Downing
Nicole Lundberg
Lauren Hutchens
Aubrey Servantez
Nikita Dhir
1
Chapter 2 Quiz
1. What is the foundation of any marketing plan?
a.
b.
c.
d.
Mission Statement
Marketing Myopia
Marketing Objective
Marketing Strategy
2. A problem child in the portfolio matrix is all of the following EXCEPT:
a.
b.
c.
d.
A business unit that needs a great deal of cash to avoid becoming a dog
A business unit that has a low market share in a high growth industry
A business unit also known as a question mark
A business unit that avoids investing in a large market share in order to cut losses
early
3. Which of the following is an example of Promotion Strategies in Marketing Mix?
a. Using PGA golfer Tiger Woods to sell Nike golf products
b. Putting a pretty gold wrapper on a Godiva chocolate bar to increase sales
c. Putting Varsity Bookstore near Texas Tech Campus to attract students to their
bookstore
d. Providing 24 hour service by the Geek Squad at Best Buy
4. A popular restaurant introduces new gluten-free options to their menu. This is an
example of:
a.
b.
c.
d.
Market Penetration
Market Development
Product Development
Diversification
5. If Toyota, a car manufacturer, is known for producing reliable vehicles like the Camry,
the manufacturer has what kind of competitive advantage?
a.
b.
c.
d.
Product/ Service Differentiation
Cost Competitive Advantage
Niche Competitive Advantage
Promotional Advantage
6. Which of the following is NOT an element of Marketing Opportunity Analysis
(MOA)?
a. Description of sales potential of the market segment
b. Development of promotional materials
c. Identification of key competitors
d. Size of market segment
7. Strategic business units, or SBU’s, have each of the following characteristics except:
a. Its own competitors
b. A distinct mission and a specific target market
c. Loss of control over its resources
d. Plans independent on the other SBUs
8. Which of the following is not an element considered in the SWOT situation analysis?
a. Opportunities
b. Targets
c. Weaknesses
d. Internal strengths
9. To be useful, marketing objectives should:
a. Be broadly defined
b. Not be compared to previous sales records
c. Be somewhat achievable
d. Be time specific
10. Which of the following is not a task that should be completed after a marketing audit
has been conducted?
a. Make recommendations about addressing weaknesses, inhibiting factors,
strengths and new opportunities
b. Ensure that the role of the audit has been clearly communicated
c. Collect and analyze sales data
d. Assign responsibility for implementing recommendations to specific individuals
and groups.
Brooke Downing
Nicole Lundberg
Lauren Hutchens
Aubrey Servantez
Nikita Dhir
Key:
1. A
2. D
3. A
4. C
5. A
6. B
7. C
8. B
9. D
10. C
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