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SELF TEST: LECTURE 2


Concept Questions Chapter 2
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3.
4.
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6.
7.
8.

What is strategy?
What is meant by strategic planning?
What is meant by hierarchy of strategic planning?
What is business portfolio?
What is SBU?
How BCG Matrix and the Product Market Expansion Grid are used?
What are the various types of marketing department organisations?
What is a marketing plan

Read the section Student Learning Centre pp. 67 68.


Do you understand the questions presented in these two pages?
Have you understood the answers?

Fill in the Blanks Chapter 2


1) The _______ program presents the special marketing programs designed to achieve
the business objectives.
2) _______ indicate how the marketing plan will be monitored.
3) Marketing _______ is the process that turns marketing strategies into marketing
actions in order to accomplish strategic marketing objectives.
4) When an organisation has specialists heading different activities, such as a sales
manager, an advertising manager, a marketing research manager, etc., it is said to be
a _______ organisation.
5) _______ organisation allows salespeople to settle into a territory, get to know their
customers and work with a minimum of travel time and cost.
6) Marketing _______ is the process of measuring and evaluating the results of
marketing strategies and plans and taking corrective action to ensure that marketing
objectives are attained.
7) A _______ can be a company division, a product line within a division or a single
product or brand.
8) A ________ plan has its focus on customer acquisition and retention and on the
resources required to do this effectively.

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Multiple Choice Questions Chapter 2


1) At which level in the company should market-oriented strategic planning begin?
A) Strategic business unit
B) Sales/marketing department
C) Corporate level
D) Product level
E) Functional level
2) Keith Jones has been assigned to a team charged with the development of a clear
company mission, supporting objectives, a sound business portfolio, and coordinated
functional strategies. Keith is involved in:
A) annual planning.
B) long-range planning.
C) strategic planning.
D) bottom-up planning.
E) business planning.
3) The type of planning that deals with a determination of the firm's future objectives,
the major marketing strategies used to attain them, and the resources required is
called:
A) marketing planning.
B) corporate planning.
C) long-range planning.
D) short-range planning.
E) strategic planning.
4) While each of the divisions which comprise General Motors-Holden is an integral
part of the firm, each has a separate mission and develops plans independently of
other corporate divisions. Each division would qualify as a(n):
A) independent business.
B) wholly owned subsidiary.
C) strategic business unit.
D) strategic planning entity.
E) None of the above.
5) Setting the goals for performance in terms of market share, return on investment,
and pretax profits all fell under which section of the marketing plan?
A) The executive summary
B) The current marketing situation
C) Threats and opportunities
D) Objectives and issues
E) Marketing strategies
6) The ________ section of the marketing plan is typically used to monitor the plan's
progress and performance.
A) executive summary
B) marketing strategy
C) budgets
D) controls
E) None of the above.
10) The most common form of marketing organisation in which different marketing
activities are directed by such people as sales managers, advertising managers,
marketing research managers and the like is the:
A) functional organisation.
B) geographic organisation.

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C) product management organisation.


D) market management organisation.
E) None of the above.
11) The current marketing situation consists of an analysis of the:
A) market, competitor, strategic, distribution, and macroenvironment situation.
B) market, company, strategic, distribution, and macroenvironment situation.
C) market, competitor, product, distribution, and macroenvironment situation.
D) market, competitor, product, distribution, and microenvironment situation.
E) All of the above.

Read MINICASE 2 boxed below and answer Questions 12 15


Arabella, Emma, Sarah, Cordelia and Peter were all members of a marketing group
working on a marketing plan term project for their marketing principles class. Arabella
was doing the profit and loss statements. Emma took on the broad marketing
approach they used. Sarah was researching the background they would need. Cordelia
wrote the overview to the plan, while Peter specified how the progress of the plan
would be measured.
12) According to the Minicase, who is working on the executive summary?
A) Arabella
B) Emma
C) Sarah
D) Cordelia
E) Peter
13) In the Minicase, who is responsible for the current marketing situation?
A) Arabella
B) Emma
C) Sarah
D) Cordelia
E) Peter
14) According to the Minicase, who is working on the marketing strategy?
A) Arabella
B) Emma
C) Sarah
D) Cordelia
E) Peter
15) According to the Minicase, who is responsible for controls?
A) Arabella
B) Emma
C) Sarah
D) Cordelia
E) Peter

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2.
3.
4.
5.
6.
7.
8.

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Concept Questions Chapter 3

What is meant by Micro-environment?


What are the various components of Microenvironment?
How the microenvironment forces affect marketing?
What is meant by Macro-environment?
What are the various components of Macroenvironment?
How the macroenvironment forces affect marketing?
What are Publics?
How do marketers respond to changes in marketing environment?

Read the section Student Learning Centre pp. 101 102.


Do you understand the questions presented in these two pages?
Have you understood the answers?

Fill in the Blanks Chapter 2


1) The microenvironment consist of the forces close to the organisation that affect its
ability to serve its customers the organisation, marketing channel firms, customer
markets, __________ and publics.
2) The macroenvironment consist of larger societal forces that affect the whole
microenvironment demographic, economic, __________, technological, political and
cultural forces.
3) _________ are firms and individuals who provide the resources needed by the
company and its competitors to produce goods and service.
4) Marketing service agencies are the __________ agencies that help the organisation to
target and promote its products to the right markets.
5) __________ beliefs and values are passed on from parents to children and are
reinforced by schools churches, business and government; __________ beliefs and
values are more open to change than core beliefs.

Multiple Choice Questions Chapter 3


Read Mini-Case 3 boxed below and answer Questions
The marketing manager of a national brand of flavoured milks is considering the
companys micro- and macro-environment in order to complete the situation analysis
for this years marketing plan. She notes some key points. Small traders are not
consistently affording appropriate fridge space to flavoured milks. Energy drinks are
continuing to hold favour in the teen market. Young adults aged 18-25 are more
conservative than their slightly older cohort 25-35. UHT or long life milk has
progressed to the point where taste tests show little noticeable difference.
1) Refer to Mini-Case 3. The SWOT analysis is the tool often used to conduct an
analysis of the macroenvironment. What part(s) of the SWOT acronym are relevant to
the macroenvironment?
A) SW
B) OT
C) SWOT
D) ST

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E) OW
2) In Mini-Case C above, the fridge space problem represents a:
A) microenvironment weakness.
B) macroenvironment weakness.
C) microenvironment threat.
D) macroenvironment threat.
E) cooling environment.
3) Refer to Mini-Case 3. The product concerned is considered in some states an
Australian icon. Given this, which of the key points listed has the clearest strategic
implications?
A) Small traders are not consistently affording appropriate fridge space to
flavoured milks.
B) Energy drinks are continuing to hold favour in the teen market.
C) Young adults aged 18-25 are more conservative than their slightly older
cohort 25-35.
D) UHT or long life milk has progressed to the point where taste tests show little
noticeable difference.
4) Refer to Mini-Case 3. What would be the most logical strategic implications for the
prominence of energy drinks in the teen market?
A) Reduce the resource allocation aimed at marketing toward this group.
B) Promote the brand as being high in energy.
C) Identify opinion leaders amongst this group and provide them with free
product.
D) Identify favoured celebrities and have them endorse the product.
E) All are feasible.
5) Refer to Mini-Case 3. Having long life milk means the product can stay longer in the
fridge before having to be replaced. The main benefit of this is to the firm which can
reduce production and distribution costs. This benefit has been derived through
changes in the:
A) political environment.
B) economic environment.
C) distribution environment.
D) physical environment.
E) technological environment.

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