STR
581 Week 6 Capstone 3
1.
A company that attempts to lead its industry in price and convenience by
pursuing a focus on lean and efficient operations is pursuing what strategy?
- Operational
excellence
- Low-cost
leadership
- Customer
intimacy
- Product
leadership
2.
One of the ways to change the course of a brand is to modify the product. Under
product modification, ________ adds size, weight, materials, supplements, and
accessories that expand the product’s performance, versatility, safety, or
convenience.
- technological
improvement
- feature
improvement
- style
improvement
- quality
improvement
3.
Marketers need to identify the hierarchy of attributes that guide consumer
decision making in order to understand different competitive forces and how
these various sets get formed. This process of identifying the hierarchy is
called ________.
- market
estimation
- brand
association
- market
partitioning
- market
valuation
4.
This is designed to check systematically and continuously whether the premises
on which the strategy is based are still valid
- Special
alert control
- Strategic
surveillance
- Implementation
control
- Premise
control
5.
A firm must know where to position its product based on price and
- promotional
efforts
- quality
- communication
- region
6.
When performing this analysis, it is good for strategic planners to consider
similarities between the benefits the customers derive from the products and
services that other firms offer.
- Competitive
analysis
- Business
analysis
- Customer
analysis
- Company
analysis
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581 Week 6 Capstone 3
7.
What is the perceived monetary value of the bundle of economic, functional, and
psychological benefits customers expect from a given market offering because of
the product, service, people, and image?
- Ultimate
service benefit
- Complete
marketing benefit
- Total
customer benefit
- Total
management benefit
8.
A valuable result of task environment analysis with respect to geographic,
demographic, psychographic and buyer-behavior factors is called
- competitor
profile
- financial
position
- vendor
profile
- customer
profile
9.
The ability to meet humanity’s needs without harming future generations is now
a top priority in most corporate agenda
- ethics
- sustainability
- rules
- righteousness
10.
Large-scale, future-oriented plans for interacting with the competitive
environment to achieve the company objective refers to its
- strategy
- dynamic
policies
- competitive
analysis
- goals
11.
With ________ as a target market strategy, the firm concentrates on serving
many needs of a particular customer group.
- single-segment
concentration
- product
specialization
- market
specialization
- selective
specialization
12.
Company X's principal strength is its inbound and outbound logistics system;
its relative weakness, however, is after-sales service. Its competitor, Company
Y, however is often plagued with lagging shipments and an inflexible
distribution setup. Company Y remains successful because it maintains a fully
staffed service department and, as a result, the company is known for its
dependable service. This type of analysis allows them to identify ways to build
on relative strengths and avoid dependence on capabilities at which the other
firm excels.
- Disaggregating
- Benchmarking
- Past
performance comparison
- Industry
comparison
13.
The strategic factor that involves the beliefs, values, attitudes, opinions,
and lifestyles of persons in the firm’s external environment, as developed from
cultural, ecological, demographic, religious, educational, and ethnic
conditioning.
- Political
factor
- Stakeholder
factor
- Economic
factor
- Social
factor
14.
Leaders galvanize commitment to embrace change through clarifying strategic
intent, building an organization, and
- shaping
organizational culture
- developing
a vision
- developing
a mission
- planning
strategy
15.
How do functional tactics compare to business strategies?
- Functional
tactics are more focused on the general direction of the firm than
business strategies.
- Functional
tactics are more focused on a commitment to corporate strategy than
business strategies.
- Functional
tactics are more specific than business strategies.
- Functional
tactics are more long-term than business strategies.
16.
Under which of the following conditions is the frequency the most important
factor in media selection?
- When
introducing flanker brands
- When
going into undefined target markets
- When
launching infrequently purchased brands
- When
there is high consumer resistance to the product
17.
New-to-the-world products are ________.
- new
product enhancements that supplement established products
- low-cost
products designed to obtain an edge in highly competitive markets
- new
products that create an entirely new market
- existing
products that are targeted to new geographical markets
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581 Week 6 Capstone 3
18.
BMW’s "The ultimate driving machine," American Express' "Don't
leave home without it," New York Times' "All the news that's fit to
print," and AT&T's "Reach out and touch someone" are all
examples of ________.
- brand
mission
- brand
vision
- brand
slogan
- brand
personality
19.
Which component of a marketing audit includes major developments in income,
prices, savings, and credit that affect the company?
- Economic
- Political
- Cultural
- Technological
20.
Prestige LLC, a small company that manufactures specialty cereals and energy
bars, wants to launch a "green marketing" program in response to
heightened consumer awareness about environmental issues. What should the
company do to maximize the program's chances of being successful?
- Explain
the rules and regulations laid out by governmental agencies to protect the
environment.
- Focus
on the efforts and costs incurred by the company to bring these
"green" products to consumers.
- Emphasize
benefits to the consumer rather than environmental benefits.
- Demonstrate
that the products will benefit both customers and the society in the
long-term.
21.
When diversification involves additions of a business related to the firm in
terms of technology, markets or products, it involves
- vertical
diversification
- concentric
diversification
- horizontal
integration
- concentrated
growth
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581 Week 6 Capstone 3
22.
These social responsibilities are those that are voluntarily assumed by a
business or organization. They include public relations activities, good
citizenship, and full corporate social responsibility.
- Economic
responsibility
- Legal
responsibility
- Employee
responsibility
- Discretionary
responsibility
23.
Which control should periodically reassess its approach to the marketplace with
a good marketing audit?
- Strategic
control
- Marketing
control
- Ethical
control
- Performance
control
24.
What type of strategy consists of geographical pricing, price discounts and
allowances, promotional pricing, and differentiated pricing?
- Regular
prices
- Fixed
pricing
- Price
adaptation
- Altered
pricing
25.
A set of ideas on organizational control based on the belief that the
separation of the ownership from management creates the potential for the
wishes of owners to be ignored refers to
- agency
theory
- the
moral hazard problem
- Adam’s
theory
- ethical
responsibilities
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581 Week 6 Capstone 3
26.
Firms using this generic strategy attempt to build customer loyalty by
stressing a specific product attribute above other product qualities.
- Cost
leadership
- Concentrated
growth
- Focus
- Differentiation
27.
A company can learn a great deal by analyzing the degrees of brand loyalty. For
example, ________ can show the firm which brands are most competitive with its
own.
- switchers
- hard-core
loyals
- shifting
loyals
- split
loyals
28.
This is an important structural decision and resultant separate activities need
to be coordinated and integrated back together as a whole so the business
functions effectively.
- Broadening
- Differentiation
- Diversification
- Preferencing
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29.
This is a historically popular technique through which managers create a quick
overview of a company's strategic situation—it is based on achieving a sound
fit between internal resources and the external situation.
- Internal
analysis
- Value
chain analysis
- External
analysis
- SWOT
analysis
30.
The marketing manager needs to know the cost of the research project before
approving it. During which stage of the marketing research process would such a
consideration most likely take place?
- Step
4 – analyzing the information
- Step
5 – drafting the report
- Step
1 – defining the problem
- Step
2 – developing the research plan
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581 Week 6 Capstone 3. The author is working in the field of
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581 Week 6 Capstone 3 from UOP. Other topics in the class are
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