1. Marketing planning is part of a broader concept known as:
A) Business strategy
B) Business planning
C) Strategic planning
D) Tactical planning
E) Mission marketing
2. A broadly defined, enduring statement of purpose that distinguishes a business from others of its type is referred to as which of the following?
A) A purpose statement
B) A focus statement
C) A tactical plan
D) A business mission
E) A strategic statement
3. The marketing audit is a systematic examination of which of the following?
A) Business activities
B) Business objectives
C) Business strategies
D) Business's marketing environment
E) All of the above are examined
4. Which of the following is not part of Porter's five forces model?
A) Industry competitors
B) Threat of competitor imitation strategies
C) Threat of new entrants
D) Bargaining power of buyers
E) Bargaining power of suppliers
5. Which of the following does not represent an entry barrier?
A) Switching cost
B) Access to distribution
C) Transaction Costs
D) Economies of scale
E) Expected retaliation
6. The bargaining power of suppliers will be high when:
A) Suppliers threaten to integrate forward into the industry
B) The industry is a key customer group to the suppliers
C) There are few buyers and many dominant suppliers
D) The industry is a key customer group to the suppliers
E) There are undifferentiated products
7. The intensity of rivalry between competitors in an industry will depend on which of the following?
A) Degree of differentiation
B) Structure of costs
C) Structure of competition
D) Switching costs
E) All of the above determine the intensity of rivalry
8. The examination of the suitability of marketing objectives and segmentation bases in the light of changes in the marketplace is called which of the following?
A) SWOT analysis
B) External analysis
C) Macroenvironment analysis
D) Strategic issue analysis
E) Market viability analysis
9. Objectives that should be set in terms of which products to sell in which markets, are referred to as which of the following?
A) Mission selections
B) The business mission
C) Strategic objectives
D) The strategic thrust
E) Tactical objectives
10. Market development is best described as which of the following?
A) Existing products in new markets
B) Existing products in existing markets
C) New products for new markets
D) New products for existing markets
E) None of the above
11. Market expansion is also called which of the following?
A) Market growth
B) Market penetration
C) Market development
D) Market harvesting
E) Market evolution
12. Which of the following is not a strategic objective option?
A) Build
B) Hold
C) Divest
D) Launch
E) Harvest