Company and Marketing Strategy Test Questions
Chapter 2
Company and Marketing Strategy:
Partnering to Build Customer Relationships
GENERAL CONTENT: Multiple-Choice Questions
1. _____ is the task of selecting an overall company strategy for long-run survival and growth.
a. Strategic market planning
b. Annual market planning
c. Short-term planning
d. Advertising
e. None of the above is correct
(Answer: a; p. 37; Easy)
2. Adapting the firm to take advantage of opportunities in its constant changing environment is called _____.
a. long-range planning
b. short-range planning
c. annual planning
d. strategic planning
e. environmental scanning
(Answer: d; p. 37; Easy)
3. What is our business? Who’s our customer? What do our customers value? What should our business be? All these simple-sounding questions define a firm’s _____. .
a. objectives and goals
b. mission statement
c. business portfolio
d. marketing and functional strategies
e. operational strategies
(Answer: b; p. 37; Moderate)
4. A _____ defines a business in terms of satisfying basic customer needs.
a. market oriented mission statement
b. strategic plan
c. annual plan
d. operational plan
e. none of the above is correct
(Answer: a; p. 38; Moderate)
5. All of the following are accurate descriptions of a company’s mission statement, except which one?
a. Mission statement should be realistic.
b. Mission statement should be broad.
c. Mission statement should fit the market environment.
d. Mission statement should be written for “public relations” purpose.
e. Mission statement might outline employee growth options.
(Answer: b; p. 39; Moderate)
6. All of the following are market-oriented mission statements, except which one?
a. eBay’s mission is to connect individual buyers and sellers online.
b. Singapore Airlines is the world’s largest airline.
c. Girl Scouts of America, “where girls grow strong”
d. Wal-Mart, “we deliver low prices everyday.”
e. None of the above is a
Company and Marketing Strategy:
Partnering to Build Customer Relationships
GENERAL CONTENT: Multiple-Choice Questions
1. _____ is the task of selecting an overall company strategy for long-run survival and growth.
a. Strategic market planning
b. Annual market planning
c. Short-term planning
d. Advertising
e. None of the above is correct
(Answer: a; p. 37; Easy)
2. Adapting the firm to take advantage of opportunities in its constant changing environment is called _____.
a. long-range planning
b. short-range planning
c. annual planning
d. strategic planning
e. environmental scanning
(Answer: d; p. 37; Easy)
3. What is our business? Who’s our customer? What do our customers value? What should our business be? All these simple-sounding questions define a firm’s _____. .
a. objectives and goals
b. mission statement
c. business portfolio
d. marketing and functional strategies
e. operational strategies
(Answer: b; p. 37; Moderate)
4. A _____ defines a business in terms of satisfying basic customer needs.
a. market oriented mission statement
b. strategic plan
c. annual plan
d. operational plan
e. none of the above is correct
(Answer: a; p. 38; Moderate)
5. All of the following are accurate descriptions of a company’s mission statement, except which one?
a. Mission statement should be realistic.
b. Mission statement should be broad.
c. Mission statement should fit the market environment.
d. Mission statement should be written for “public relations” purpose.
e. Mission statement might outline employee growth options.
(Answer: b; p. 39; Moderate)
6. All of the following are market-oriented mission statements, except which one?
a. eBay’s mission is to connect individual buyers and sellers online.
b. Singapore Airlines is the world’s largest airline.
c. Girl Scouts of America, “where girls grow strong”
d. Wal-Mart, “we deliver low prices everyday.”
e. None of the above is a