STR 581/ CAPSTONE FINAL EXAM PART 3
SCORE: 29/30 (96.67%)
 
1.            Hilton Hotels customizes rooms and lobbies according to location. Northeastern hotels are sleeker and more cosmopolitan. Southwestern hotels are more rustic. This is an example of ________ segmentation.
 
psychographic
 
geographic
 
behavioral
 
Demographic
 
2.            The differentiation strategy can be effective in controlling the power of rivalry with existing competitors in an industry because__________.
 
customers will seek out the lowest-cost product
 
the differentiation strategy benefits from rivalry because it forces the firm to innovate
 
customers of nondifferentiated products are sensitive to price increases
 
customers are loyal to brands that are differentiated in meaningful ways
 
3.            Backward integration occurs when a company_________.
 
is concentrated in a single industry
 
owns its own source of distribution of outputs
 
is divesting unrelated businesses
 
produces its own inputs
 
4.            Annual-plan control requires making sure the company isn’t overspending to achieve sales goals. The key ratio to watch is ___________.
 
gross margin
 
stock turnover
 
cash flow return on investment
 
marketing expense-to-sales
 
5.            The first step in the social marketing planning process is ________.
 
selecting the target audience
 
setting objectives and goals
 
determining the focus of the program
 
designing the market offering
 
6.            Many consumers are willing to pay $100 for a perfume that contains $10 worth of scent because the perfume is from a well-known brand. What kind of pricing is the company depending on?
 
target pricing
 
market-skimming pricing
 
image pricing
 
going-rate pricing
 
7.            The Enron employee who reported the financial manipulations at the company to her superiors can be considered to have engaged in__________.
 
white-collar crime
 
managerial opportunism
 
vindictive disloyalty
 
an act of courage
 
8.            AT&T’s business campaign not only helped to change public perceptions of the company, it also signaled to employees that AT&T was determined to be a leader in telecommunication services. Which principle of internal branding does this example portray?
 
bringing the brand alive for employees
 
choosing the right moment to capture employees’ attention and imagination
 
furnishing energizing and informative internal communication
 
linking internal and external marketing
 
 
9.            Southwest Airlines offers a Rapid Rewards program that allows customers to count flights they have taken toward free future flights. This is an example of a(n) ________.
 
value delivery system
 
activity-based costing program
 
club membership program
 
cross-selling program
 
10.          A company that seeks to increase its sales and profits through backward, forward, or horizontal integration within the industry is said to be employing a(n) ________ growth strategy.
 
diversification
 
intensive
 
integrative
 
Target
 
11.          The typical risks of a cost leadership strategy include___________.
 
loss of customer loyalty
 
production and distribution processes becoming obsolete
 
the inability to balance high differentiation and low price
 
excessive differentiation to the point where the customer base is too small
 
12.          The three parts of the external environment which affect a firm’s strategic actions are__________.
 
general, industry, and competitor
 
local, national, and global
 
economic, political, and legal
 
industry, business, and product
 
13.          Moving into international markets is a particularly attractive strategy to firms whose domestic markets__________.
 
are limited in opportunities for growth
 
have developed unfriendly business attitudes toward the industry
 
demand a differentiation strategy for success
 
have too much regulation
 
14.          Aisha is a marketing manager with Injoos, a company that manufactures packaged fruit juices. Knowing that several other companies exist in the market that offer similar products, Aisha decides to build a customer base from among those who prefer to avoid mass media and other targeted promotions. Which of the following marketing communications tools would be her best option to build a favorable impression among the prospective customers?
 
public relations
 
personal selling
 
direct marketing
 
sales promotions
 
15.          A group of college graduates decides to start a business. Though they are knowledgeable in various business domains, they are unable to arrive at a valuable business idea. They decide to search for ideas in a structured manner. They meet and start discussing everyone’s ideas. Each idea is recorded and then the thoughts that come up in relation to the ideas are written down and discussed. This process helps them to finalize a business plan. What technique is used here?
 
attribute listing
 
mind mapping
 
forced relationship analysis
 
reverse assumption analysis
 
16.          Successful implementation of the differentiation strategy requires a structure that___________.
 
is dominated by the operations function
 
focuses on the finance function
 
decentralizes decision making
 
has specialized jobs.
 
17.          A well-known car manufacturing company introduces a new hatchback model by describing its distinctive features and then stressing the speed and safety qualities of the car. Which of the following is the company using to convey its membership in the hatchback segment?
 
relying on the product descriptor
 
comparing to exemplars
 
announcing category benefits
 
using channel differentiation
 
18.          ________ is a form of online word of mouth, or “word of mouse,” that encourages consumers to pass along company-developed products and services or audio, video or written information to others online.
 
Interstitial marketing
 
Guerrilla marketing
 
Viral marketing
 
Microsite marketing
 
19.          The strategic management process is__________.
 
a decision-making activity concerned with a firm’s internal resources, capabilities, and competencies, independent of the conditions in its external environment
 
a set of activities that will assure a sustainable competitive advantage and above-average returns for the firm
 
the full set of commitments, decisions, and actions required for the firm to achieve above-average returns and strategic competitiveness
 
a process directed by top-management with input from other stakeholders that seeks to achieve above- average returns for investors through effective use of the organization’s resources
 
20.          In general, compared with firms which compete in only one market, among firms which face one another in multiple markets there is__________.
 
similar competitive rivalry
 
more competitive rivalry
 
no competitive rivalry
 
less competitive rivalry
 
21.          The proper matching of what a firm can do with what a firm might do__________.
 
yields insights the firm requires to select its strategy
 
overcomes the rigidity and inertia resulting from a history of success
 
balances the internal characteristics of the firm with the characteristics of the external environment
 
develops core competencies based on human knowledge
 
 
22.          Viewing the world through the customer’s eyes and constantly seeking ways to create more value for the company enhances__________.
 
the reach of the company toward the customer
 
affiliation with the customer
 
the ability to identify the customer
 
the richness of the relationship with the customer
 
23.          Which of the following can a company do to reduce defection
 
Distinguish the causes of customer attrition and identify those that can be managed better.
 
Enhance the growth potential of existing customers through cross-selling and upselling.
 
Attract new customers to try out the company’s products.
 
Increase customer lifetime value by increasing the non-monetary costs of products.
 
24.          A(n) ________ market share of exactly 100 percent means that a company is tied for the market lead. A rise in relative market share means the company is gaining on its leading competitor.
 
relative
 
overall
 
potential
 
served
 
25.          Gordon Jones is considering purchasing a computer from Best Buy. He has created a scale for rating eight different computers on three different characteristics. He plans to make a short list of only those computers that score at least a 7 on his scale on all three characteristics. Which of the following choice heuristics has he chosen?
 
lexicographic heuristic
 
conjunctive heuristic
 
elimination-by-aspects heuristic
 
anchoring and adjustment heuristic
 
26.          The goal of the organization’s ________ is to point the firm in the direction of where it would like to be in the years to come.
 
culture
 
mission
 
vision
 
Strategy
 
27.          The term “conglomerates” refers to firms using the      diversification strategy.
 
related linked
 
unrelated
 
global
 
related constrained
 
28.          The likelihood of entry of new competitors is affected by          and ___________.
 
the profitability of the industry; the market share of its leading firm
 
barriers to entry; expected retaliation of current industry organizations
 
the power of existing suppliers; buyers
 
the demand for the product; the profitability of the competitors
 
 
29.          The recent joint ventures formed by BP with Russian and Indian partners showed the importance of the ________ segment of the general environment that BP and other integrated oil firms have to manage when contending with scarce resources.
 
global
 
demographic
 
political/legal
 
Physical
 
30.          Organizational structure__________.
 
specifies the firm’s formal reporting relationships, procedures, controls, and authority and decision-making processes
 
specifies the firm’s informal reporting relationships, procedures, controls, and authority and decision-making processes
 
specifies the firm’s control mechanisms, grievance procedures, reporting relationships, procedures, and authority over decision-making processes
 
specifies the firm’s formal value proposition, the markets it will serve, and how the firm will provide value in those markets