Multiple Choice
Identify the choice that
best completes the statement or answers the question.
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1.
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Which one of the possible sequences shows the
correct order of the hierarchical levels for developing a business plan?
a. | Marketing plan - corporate policy - core strategy -
business unit strategy - marketing strategy | b. | Corporate policy -
core strategy - marketing plan - marketing strategy - business unit
strategy | c. | Core strategy - corporate policy - business unit
strategy - marketing strategy - marketing plan | d. | Marketing plan -
core strategy - marketing strategy - business unit strategy - corporate
policy | e. | Corporate policy - core strategy - business unit
strategy - marketing strategy - marketing plan |
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2.
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What does the core strategy NOT
determine?
a. | The budget for market
communication | b. | The
company’s objectives and their priorities | c. | The portfolio of
product- and country-markets to be served | d. | The rules of
behavior to be followed in serving those markets | e. | The international allocation of resources available to the
firm |
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3.
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Complete the following sentence: A business unit
strategy focuses on the achievement and maintenance of a strategic position in a
specific
a. | country-market. | b. | regional market. | c. | business
unit. | d. | business unit. | e. | product-market. |
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4.
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Marketing oriented top managers or entrepreneurs
will promote marketing orientation as the basic perspective from which to look at the company’s
business. The marketing orientation is constituted by which one of the following
combinations?
a. | Marketing’s profit, exchange, and systems
perspectives | b. | Marketing’s
benefit, finance, and systems perspectives | c. | Marketing’s
profit, finance, and systems perspectives | d. | Marketing’s
benefit, exchange, and owners perspectives | e. | Marketing’s
benefit, exchange, and systems perspectives |
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5.
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What is the benefit perspective which marketing
provides to the planning process? It is of the …
a. | shareholders´ point of
view. | b. | stakeholders´ point of
view. | c. | suppliers´ point of
view. | d. | customer’s point of
view. | e. | management’s point of
view. |
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6.
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Relying on the firm’s current and potential
competitive advantages in attractive markets, management will assess strategic alternatives. It
will determine the intended strategic position of the company by three of the following elements.
Which one does NOT belong to the list?
a. | The intended meaning of the brands constituting its
brand architecture | b. | The public
relations activities to plan | c. | The international
portfolio of product- and country-markets to serve | d. | The technologies needed to satisfy the current and potential aspirations of
customers and stakeholders in the served markets |
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7.
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One of the following elements is NOT an issue of an
international marketing strategy. Which one?
a. | International distribution
policy | b. | International sales policy | c. | International accounting policy | d. | International logistics policy | e. | International pricing policy |
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8.
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External audiences for the marketing plan may be
three of the following four. Which one does NOT belong to external audience?
a. | Capital owners | b. | Creditors | c. | Private and
institutional investors | d. | Presumptive buyers
of the company | e. | Board of
directors |
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9.
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1. In any case a
marketing plan should be _____. One of the elements listed below does NOT fit. Which
one?
a. | scientific | b. | as short as possible | c. | clearly
structured | d. | consistent | e. | convincing |
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10.
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The marketing plan summarizes the major results of
the analyses undertaken and the conclusions drawn from those results in a paper taking no more than a
maximum of two pages. What is name of such a paper or chapter?
a. | Marketing plan summary | b. | Business plan summary | c. | Condensed
summary | d. | Executive summary | e. | Stake holder summary |
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11.
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Product budgets contain all activities planned for
a specific product or product line, indicating their
a. | fixed costs and the country where those activities are
set. | b. | variable costs and the country where those activities
are set. | c. | fixed and variable costs and the country where those
activities are set. | d. | contribution
margins and the relevant country. | e. | variable costs
contribution margins and the relevant country. |
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12.
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The marketing administration budget contains all
types of overheads, as well as special budgets needed for changes in marketing
organization
a. | contribution margins, as well as special budgets needed
for changes in marketing organization | b. | overheads, as well
as special budgets needed for changes in marketing organization | c. | variable costs, as well as special budgets needed for changes in marketing
organization | d. | overheads, as well
as special budgets needed for developing new products | e. | variable costs, as well as special budgets needed for developing new
products |
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13.
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When developing a planning procedure the marketing
or sales manager does NOT need to consider which one of the following elements?
a. | Responsibilities | c. | Infringements | b. | Planning
teams | d. | Updates |
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14.
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When planning the expected results one of the
following elements is NOT a relevant result. Which one is it?
a. | Pro forma profit and loss account | c. | Cash flow forecast | b. | Pro forma balance
sheet | d. | Cash cow development |
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15.
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A balance sheet that compares assets and
liabilities when the way of marketing action is kept unchanged with assets and liabilities when the
suggested marketing plan is implemented is called a
a. | provisionally balance sheet. | b. | inactive balance sheet. | c. | lay-out balance
sheet. | d. | interim balance sheet. | e. | pro forma balance sheet. |
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