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Marketing 4th Edition Grewal Test Bank
Marketing 4th Edition Grewal Test Bank
https://testbankfan.com/download/marketing-4th-edition-grewal-test-bank/
Chapter 02
1. Strong supplier relations and efficient supply chains help firms such as Walmart to achieve
operational excellence.
True False
True False
3. It is not always necessary to go through all the steps in the marketing planning process.
True False
4. A mission statement describes the specific actions a firm will take to achieve its goals.
True False
5. iTunes software is often credited for the success of the Apple iPod MP3 player, because it made
the iPod easier to use than competing players, and was difficult for competitors to duplicate. This
True False
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not
authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated,
forwarded, distributed, or posted on a website, in whole or part.
True False
7. The components of a SWOT analysis are Strengths, Weaknesses, Opportunities and Tactics.
True False
8. Firms are typically more successful when they focus on opportunities that build on their
competitors' strengths.
True False
9. Duke's is a surfer-themed restaurant chain in Hawaii. Most of its customers are tourists. In a SWOT
analysis for Duke's, the possibility that the recession might cut back on tourism in Hawaii would be
considered a Weakness.
True False
10. Price should be based on the value that the customer perceives.
True False
11. Geraldo manages the electrical turbine engine division of General Electric Corporation. He makes
most decisions independently, without consulting headquarters. Geraldo manages a strategic
business unit.
True False
12. The marketing planning process always proceeds sequentially through the five steps.
True False
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not
authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated,
forwarded, distributed, or posted on a website, in whole or part.
13. Isaac is looking for ways to offer new goods and services to his existing customers. He is pursuing
True False
14. Sandisk's MP3 player product line (called the Sansa) has a low relative market share. The MP3
player market is expected to decline over the next few years. In BCG portfolio analysis, the Sansa
would be considered a dog.
True False
15. The "Implement Marketing Mix" step of the strategic marketing planning process is part of the
control phase.
True False
True False
True False
18. Firms decide how to allocate resources to their various products and services during the STP step
True False
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not
authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated,
forwarded, distributed, or posted on a website, in whole or part.
Another random document with
no related content on Scribd:
The Project Gutenberg eBook of Chambers's
Journal of Popular Literature, Science, and Art,
fifth series, no. 130, vol. III, June 26, 1886
This ebook is for the use of anyone anywhere in the United
States and most other parts of the world at no cost and with
almost no restrictions whatsoever. You may copy it, give it away
or re-use it under the terms of the Project Gutenberg License
included with this ebook or online at www.gutenberg.org. If you
are not located in the United States, you will have to check the
laws of the country where you are located before using this
eBook.
Author: Various
Language: English