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Exam 1: Strategic Planning and the Marketing Management Process

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Question 41

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Which of the following statements is true for a firm that adheres strictly to the marketing concept?

A)  Marketing should be primarily focused on selling products to a particular class of customers.
B)  The principal task of the marketing function is to increase the company's rate of production and devise methods to aggressively attract consumers to purchase products.
C)  The principal task of the marketing function is to find effective and efficient means of making the business do what suits the interests of customers.
D)  Marketing managers of the firm must find ways to manipulate customers to do what suits the interests of the firm.

E) A) and B)
F) A) and C)

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Question 42

Multiple Choice

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When completed,an effective mission statement will be primarily focused on the:

A)  markets rather than its products.
B) internal problems of the organization.
C)  needs of the marketing personnel.
D)  narrow class of employee needs.

E) A) and B)
F) A) and C)

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Question 43

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 The organization's environment provides the resources that sustain the organization.In exchange for these resources,the organization must supply the environment with _____.

An organization's mission statement must be _____ to be able to provide direction and guidelines to management when they are choosing between alternative courses of action.

 When Hilton Brews,a large company producing instant mixes for all kinds of beverages,noticed the rise in people consuming tea for its potential health benefits,the company introduced a new line of organically grown and processed teas like green tea or tea with various herb extracts and additional antioxidants.Which of the following organizational growth strategies was used by Hilton Brews? 

Olde Westport Spice & Trading Company sells 14 seasoning mixes for everything from spicy chili,to curry rice,to dip for chips and vegetables.A 5.5 ounce bottle of one of its seasoning mixes costs between $3.95 and $5.95 depending on its contents.The owners of the company market the product by attending 135 craft fairs annually,giving out free samples of food made with the various seasonings,and making sure each person who tries a sample leaves with a brochure and mail order form.People learn about the product from attending the fair,articles in cooking magazines,and word of mouth.This example best describes Olde Westport's _____.