1. An organisation with an ‘outside-in’ approach focuses on the needs of the organisation first, and customers and the marketplace second. True or false?

True

False

2. In a SWOT analysis, strengths and weaknesses are external factors. True or false?

True

False

3. A business mission statement is an explicit form of words that captures the broad aims of the company. True or false?

True

False

4. Ansoff’s Matrix illustrates the ways companies can grow through increasing sales opportunities. True or false?

True

False

5. It is usually cheaper for an international company to sell standard consumer products all over the world, however cultural differences are likely to force them to make some adaptations. True or false?

True

False

6. XYZ Co has four sales teams: London & the South East, Wales & the Midlands, Northern England, and Scotland. What kind of organisational structure is this?

1. matrix organisation
2. market organisation
3. network organisation
4. product organisation
5. geographic organisation

7. If a marketing department follows the ‘top down’ planning model, what does it do?

1. Senior managers call meetings with their staff to develop plans.
2. Middle management call meetings with their staff to develop plans.
3. Senior managers set objectives which are passed down to marketing staff.
4. Sales representatives suggest targets and these are totalled up to form marketing objectives.
5. Sales teams set their own targets within limits specified by the Board.

8. Which of the following is not a typical characteristic of a market-oriented company?

1. strong internal communication
2. identifying and balancing stakeholder needs
3. an effective marketing intelligence system
4. sensitive to market trends
5. emphasis on short-term objectives

9. McKinsey’s 7S framework helps analyse organisations and improve their effectiveness. The seven elements to be coordinated are: shared values, structure, systems, style and what?

1. strategy, service levels and specialisation
2. strategy, staff and skills
3. service levels, stock and staff
4. specialisation, skills and standards
5. standards, stock and SBUs

10. What does SBU stand for?

1. significant business undertaking
2. special bureaucratic use
3. standard business usage
4. strategic business unit
5. standard broker’s uplift

11. SWOT is one of the most commonly used analysis tools in business, but what does it analyse?

1. the external marketing environment
2. the internal marketing environment
3. the competitive environment
4. the organisation’s current situation
5. the organisation’s strategy

12. Maria is the Marketing Manager for Wholefoods Ltd. She is working on the firm’s marketing plan. Her forecasts show that, if they carry on as they have been doing, they are likely to miss their sales revenue targets by £500,000. She needs some new ideas. What kind of analysis has Maria undertaken?

1. PRESTCOM analysis
2. SWOT analysis
3. strategic gap analysis
4. Ansoff’s matrix
5. ratio analysis

13. Apart from business growth, there are a number of other good reasons for selling products internationally. Which of the following are valid reasons?

1. to spread risk
2. the firm has excess production capacity
3. to extend the product life cycle
4. all of the above
5. none of the above

14. What is the first stage of the marketing planning process?

1. research and development
2. evaluation
3. objective setting
4. situation analysis
5. strategy development

15. Which one of the following is not a component of a good business mission statement?

1. identification of the company’s philosophy, i.e. its approach to business
2. specification of its product–market domain
3. communication of key values
4. close linkage to critical success factors
5. a statement of financial assets

16. What are marketing metrics?

1. ways to measure marketing effectiveness
2. marketing tactics
3. the elements of a marketing programme
4. a sales promotion technique
5. the value of the marketing budget

17. Robert has recently been appointed Marketing Manager for a fashion company. He needs to know whether or not the company’s products have a sustainable advantage in the marketplace. What kind of analysis does he need to do?

1. environmental analysis
2. gap analysis
3. competitor analysis
4. market share/market growth analysis
5. brand interrogation

18. Porter’s five forces is an industry analysis model. The five forces are: inter rivalry of competitors, bargaining power of customers, bargaining power of suppliers, threat of new entrants and what?

1. barriers to entry
2. threat of competitors
3. brand strength
4. threat of substitutes
5. bargaining power of consumers

19. According to Ansoff’s matrix, a company that tries to increase sales by selling its existing products in a new market is following what kind of strategy?

1. market development
2. diversification
3. focus
4. market penetration
5. product development

20. Which of the following is a well-used marketing evaluation and control method?

1. PEST
2. acid test
3. brand gap analysis
4. all of the above
5. none of the above

21. Just like business reports, marketing plans often have an ______ summary at the beginning.

22. When developing a corporate mission statement, it is important to think in terms of customer ______, rather than the products the company makes.

23. A Marketing information System (MkIS) comprises three main functions: data collection and storage, ______ and reporting.

24. Conferences and trade exhibitions are good places to gather competitive ______ quite openly.

25. Coca-Cola and Pepsi are two of the most powerful brands in the world and this presents a significant ______ to entry for other companies trying to launch new cola drinks.