Essentials of Marketing: a Marketing Strategy Planning
Chapter 03
Evaluating Opportunities in the Changing Marketing Environment
True / False Questions
1. The marketing manager can control the variables in the marketing environment.
True False
2. Company objectives should shape the direction and operation of the whole business.
True False
3. Earning a profit probably should be one of the objectives of a firm, but it should not be the only one.
True False
4. A mission statement sets out the organization 's basic purpose for being.
True False
5. A mission statement can help a manager decide which opportunities to pursue and which to screen out.
True False
6. A mission statement sets out the strengths and weaknesses of a firm as well as the opportunities and threats that it faces.
True False
7. A mission statement substitutes for more specific objectives.
True False
8. Good marketing objectives should be ambitious and almost impossible to achieve.
True False
9. The objectives of a firm should direct the operation of the marketing department, but aren 't important to the rest of the business.
True False
10. If the cost of production per unit goes down as the quantity produced increases, small producers can be at a great cost disadvantage.
True False
11. As compared to larger competitors, smaller firms benefit from lower unit costs which they achieve with lower sales volumes.
True False
12. Smaller producers always have a great advantage in competing with larger producers because of their flexibility.
True False
13. Ownership of patents, a familiar brand name, and financial strength are some of the many resources of a firm that a manager should evaluate when searching for new opportunities.
True False
14. Good relations with intermediaries, good locations, and good salespeople are some of the many resources of a firm that should be evaluated
Evaluating Opportunities in the Changing Marketing Environment
True / False Questions
1. The marketing manager can control the variables in the marketing environment.
True False
2. Company objectives should shape the direction and operation of the whole business.
True False
3. Earning a profit probably should be one of the objectives of a firm, but it should not be the only one.
True False
4. A mission statement sets out the organization 's basic purpose for being.
True False
5. A mission statement can help a manager decide which opportunities to pursue and which to screen out.
True False
6. A mission statement sets out the strengths and weaknesses of a firm as well as the opportunities and threats that it faces.
True False
7. A mission statement substitutes for more specific objectives.
True False
8. Good marketing objectives should be ambitious and almost impossible to achieve.
True False
9. The objectives of a firm should direct the operation of the marketing department, but aren 't important to the rest of the business.
True False
10. If the cost of production per unit goes down as the quantity produced increases, small producers can be at a great cost disadvantage.
True False
11. As compared to larger competitors, smaller firms benefit from lower unit costs which they achieve with lower sales volumes.
True False
12. Smaller producers always have a great advantage in competing with larger producers because of their flexibility.
True False
13. Ownership of patents, a familiar brand name, and financial strength are some of the many resources of a firm that a manager should evaluate when searching for new opportunities.
True False
14. Good relations with intermediaries, good locations, and good salespeople are some of the many resources of a firm that should be evaluated