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CHAPTER 1
What Do Winning Organizations Do Well?
MULTIPLE CHOICE
1. Both advertising and selling are tools used by ____________ to accomplish certain
goals.
a. the customer
b. the end-user
c. a media planner
d. a marketing strategist
e. administrative personnel
2. Researchers have found that the top two factors that account for a company’s success
over its competitors are
a. strategy and execution.
b. market share and budget.
c. competition and shareholder return.
d. advertising and personal selling.
e. timing and location.
3. Hiring professionals (such as painters and carpenters) to sell goods and offer advice to
customers in their stores is an example of Home Depot’s
a. advertising and personal selling.
b. streamlined operations.
c. strategy and execution.
d. competitive position.
e. profit-sharing plan.
4. Companies that succeed over their competitors begin with a simple value proposition
that is based on
a. marketing research.
b. financial objectives.
c. competitive activity.
d. a deep understanding of their customers.
e. total shareholder return.
5. To avoid direct competition with Wal-Mart’s low price strategy, Kmart decided to go
upscale by making deals with Martha Stewart. This marketing strategy failed because
a. of Kmart's store locations.
b. it was unclear and confused customers.
c. of its laser-like focus.
d. of a lack of advertising.
e. of Martha Stewart’s public relations problems.
6. If a retailer makes customer service a strategic priority and front-line staff forget to
smile or wish all customers a good day, this is an example of
a. poor execution of a marketing strategy.
b. a growth strategy.
c. an orientation strategy.
d. a public relations strategy.
e. a sales strategy.
10. Despite the fact that Snap-on Tools charges price premiums and doesn’t spend any
money on traditional advertising, the company is successful because
a. its one-on-one relationship building differentiates it from its competitors.
b. of its numerous retail locations.
c. its products attract a wider audience.
d. its products are available through Sears stores.
e. of its superior warranty.
12. Recognizing different sets or groups of customers based on their needs is called
a. market segmentation.
b. cross-functional alignment.
c. customer satisfaction measurement.
d. channel strategy.
e. sales execution.
13. Snap-on Tools’ commitment to serve the needs of the auto mechanic, foregoing the
needs of other customers such as home builders and hobbyists, is an example of
a. a product strategy.
b. target marketing.
c. sales execution.
d. cross-functional alignment.
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