Chapter 3 Self-test MCQs

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. According to Joshi and Gimenez (2014) which of the below answers is not a category of marketing-related strategic decision?

Strategy and planning decisions correct incorrect

Performance evaluation decisions correct incorrect

Execution decisions correct incorrect

Operations and infrastructure decisions correct incorrect

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. At which strategic organizational level do marketing managers have to make decisions regarding the choice of generic competitive strategy?

Strategic business unit (SBU) level correct incorrect

Corporate level correct incorrect

Functional level correct incorrect

Company level correct incorrect

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. When firms are doing well and see no reason to 'rock the boat' which of the following strategies is more suitable?

Retrenchment strategy correct incorrect

Growth strategy correct incorrect

Stability strategy correct incorrect

Category strategy correct incorrect

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. What does a "cash cow" stand for in the BCG matrix?

Low market growth and high relative market share products correct incorrect

High market growth and high relative market share products correct incorrect

Low market growth and low relative market share products correct incorrect

High market growth and low relative market share products correct incorrect

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. Which of the following is not a criticism of GE model in the Wilson and Gilligan (2005) study?

It is generally too simplistic in structure. correct incorrect

It uses the subjective judgements of top management. correct incorrect

It is not always clear what makes an industry attractive. correct incorrect

It encourages managers at the corporate level to think strategically. correct incorrect

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. A low-cost strategy that focuses on a particular buyer group or geographic market and attempts to serve only this niche, to the exclusion of others is called…

cost focus strategy. correct incorrect

differentiation strategy. correct incorrect

focused differentiation strategy. correct incorrect

cost leadership strategy. correct incorrect

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. Which of the following is probably the riskiest of the four alternatives in the Ansoff matrix?

Product development correct incorrect

Market development correct incorrect

Diversification correct incorrect

Market penetration correct incorrect

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. In which competitive tactic can the leader firm be more aggressive, strike competitors before they can move against it?

Counter-offensive defence correct incorrect

Contraction defence correct incorrect

Flanking defence correct incorrect

Pre-emptive defence correct incorrect

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. Which of the following section is not part of a typical marketing plan document?

SWOT matrix correct incorrect

Marketing Objectives correct incorrect

Action Programmes (the 4Ps/7Ps operational marketing plans) correct incorrect

Budgeting and Financial Forecast correct incorrect

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. According to Magretta (2011), there are five strategy mistakes connected to the firm's management. Which of the below items is not part of the mistakes mentioned in the study?

Confusing marketing with strategy correct incorrect

Thinking that 'growth' is a strategy correct incorrect

Focusing on high-growth markets correct incorrect

Too much analysing environmental factors correct incorrect