Marketing Strategy and Implementation

Question 1

The __________ for Boston Beer Company is “We are the Boston Beer Company. We make the best beer in America”.
A. Functional philosophy
B. Mission
C. Corporate code
D. Business portfolio

Answer 1

B

Question 2

Waffles Unlimited had decided to change their marketing budgeting approach. They used to only allocate leftover funds to marketing, but now they have decided to allot a specific amount up front for each promotional program they have planned for the year. They are switching from _____ to _____ budgeting.
A. Affordable; Competitive Parity
B. Optimization; Objective and Task
C. Optimization; Percentage of Sales
D. Affordable; Objective and Task

Answer 2

D

Question 3

The evaluation, or control, phase of the strategic marketing process includes
A. Taking actions to solve problems and exploit opportunities
B. Measuring results against quantified goals
C. Comparing goals and results to identify deviations
D. All of the above

Answer 3

D

Question 4

Now that it is December and the holiday season is approaching quickly, Grinch Inc. wants to look at last month’s results and make some changes to their marketing so it can be a prosperous season. Cindy Lou Who, CEO of Grinch Inc., believes that it is a good idea to review everything they have been doing as a company. What part of the strategic marketing process is Cindy Lou Who encouraging Grinch Inc. to perform?
A. Urgency Phase
B. Implementation Phase
C. Improvement Phase
D. Control Phase

Answer 4

D

Question 5

Anthony is the president of a newly formed company that specializes in audio and video technology. Anthony recently met with a consultant who helped him develop a marketing plan for his company. While the two were meeting the consultant told Anthony about the “Master Marketing Objective”, which is:
A. ROI
B. Positioning
C. Market Share
D. Profit

Answer 5

C

Question 6

. Consider the laundry detergent market shares shown below. Suppose the laundry detergent market growth rate is 4% annually.

      Laundry Detergent Market Shares:
      Tide                              38.7%
      All                                 21.5%
      Shout                               8.3%
      Snuggle                          7.2%
      Arm and Hammer            3.3%

What is Shout’s position in the BCG matrix?

A. Star
B. Cash Cow
C. Question Mark
D. Dog

Answer 6

D