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Self-test Questions
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1

The initials SBU stand for:
A)Segmented business unit
B)Standard business unit
C)Strategic business unit
D)Systems business unit
2

What is the first stage in the marketing planning process?
A)Where would we like to be?
B)Where are we heading?
C)Where are we now?
D)Are we on course?
3

Before agreeing a mission statement, which 2 questions have to be answered?
A)What business are we in and how can we be the best in the business?
B)What are we good at and how can we use our specialist knowledge?
C)Who are our competitors and how can we achieve competitive advantage?
D)What business are we in and what business do we want to be in?
4

Levitt argued that business should be viewed as:
A)A customer satisfying process
B)A goods producing process
C)A money making process
D)A job creation process
5

A mission statement should be based upon strong personal conviction and motivation of the leader, create strategic intent of winning throughout the organisation and:
A)Inform the senior management team what to do
B)Be part of the marketing audit
C)Vision
D)Commitment
6

The marketing audit is:
A)A way of researching how profitable an individual product is
B)A method of assessing how well the marketing department is performing
C)A method of calculating the value of the business
D)The basis on which a marketing plan is developed
E)The customer research plan
7

The internal marketing audit focuses on:
A)All those areas under the control of the marketing manager
B)All those areas under the control of other managers
C)Those areas specialising in advertising and selling
D)Those areas concerned with customer service and complaints
E)All those areas concerned with distribution and stock control
8

Before conducting a marketing audit you would:
A)Select only factors that are easy to audit
B)Make a judgement of factors critical to the companies performance
C)Use the same audit model from the last audit conducted
D)Audit all marketing and sales operations in depth
E)Seek guidance from the marketing staff which operations to audit
9

A SWOT analysis is a structured approach to evaluating the strategic position of a business and providing direction strategies resulting from an analysis of weaknesses and strengths called:
A)Communication Strategies
B)Corporate Strategies
C)Conversion Strategies
D)Matching Strategies
10

Market penetration means:
A)Selling existing products into new markets
B)Selling new products into new markets
C)Selling existing products into existing markets
D)All of the above
11

There are two types of marketing objectives: strategic thrust and strategic objectives. Which of the following statements is true?
A)Strategic objectives determine market growth expectations
B)Strategic thrust objectives should determine the types of markets a company sells into
C)Strategic thrust objectives determine which products a company should sell
D)Strategic thrust objectives should determine which products to sell in which markets
E)Build, hold, harvest and divest are strategic thrust objectives
12

Control is the final stage in the marketing planning process flow chart. This stage is an important part of the process because:
A)It allows the company to decide whether reorganisation should take place
B)It allows a company to monitor and evaluate the marketing plan
C)It allows a company to make decisions about controlling the marketing mix
D)It enables a company to make judgments on which companies to compete with
13

Incremental planning is concerned with:
A)Problem solving
B)Integrated strategic planning
C)Mission statement formulation
D)Marketing mix planning
E)Planning for sales growth
14

ASDA (Associated Dairies) redefined their business mission from a producer and distributor of milk to a retailer of fast moving consumer goods.
A)TRUE
B)FALSE
15

The economic factors of inflation and interest rates, the market factors of size and growth rates, and the competitive factors of market share and size of competitors, are all factors that should be considered when conducting a:
A)SWOT analysis
B)Internal marketing audit
C)Strategic issue analysis
D)Competitor analysis
E)External marketing audit
16

What particular strength did Next Plc, the UK clothing retail company, use when it identified an opportunity in the form of growing demand for telemarketing activities? The fact that it had run its own to service its own shopping operation.
17

The core strategy focuses on how objectives can be achieved. Which of the following key elements is not considered by the core strategy:
A)Target markets
B)Competitor targets
C)Customer satisfaction
D)Competitive advantage
18

Which of the following is not a test for an effective core strategy?
A)Is the strategy based upon clear definition of target customers and their needs?
B)Is the strategy financially viable?
C)Does the company have access to resources to support the strategy?
D)Does the strategy incur acceptable risk?
E)Is the strategy internally consistent?
19

For a company developing a core strategy the link between target markets and competitor markets is the establishment of .
20

For a company developing a core strategy the link between target markets and competitors is the establishment of:
A)Competitive advantage
B)Better products
C)Better promotion
D)Better distribution
21

There is a connection between marketing planning and commercial success.
A)TRUE
B)FALSE
22

Customer analysis is part of the external marketing audit. This form of analysis consists of identifying customers and the they use to inform their buying decisions.
23

Marketing management has the responsibility of managing the interface between the company and _________.
A)Its competitors
B)Its suppliers
C)Its environment
D)Its distributors





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