Hotel paris strategy map

Marketing

Exam: 080600RR - Assessing the Marketplace 1. The Ethical Decision-Making Framework includes three of the following steps. Which is not part of the Ethical Decision-Making Framework? A. Promoting the firm's corporate social responsibility efforts B. Gathering information and identifying stakeholders C. Brainstorming and evaluating alternatives D. Identifying issues 2. Firms with strong ethical climates tend to A. be more socially responsible. B. offer more goods and services than firms without strong ethical climates. C. make greater utilization of business development consultants. D. have lower profit margins. 3. Wal-Mart is often used as an example of a store that consumers love to hate. The opening of a new Wal-Mart in an area often results in the decline of small, local businesses. Local groups often protest but, before long, find themselves shopping at Wal-Mart because Wal-Mart A. makes life easier for the remaining businesses. B. benefits local communities through social-welfare programs. C. offers better-quality products. D. benefits consumers through low prices and large assortment. 4. Effective marketers are quite aware of the relationship among A. education, income, and occupation. B. cohorts, conflicts, and congestion. C. green, yellow, and red marketing. D. Tweens, Beans, and Twinkies. 5. In most companies, marketing resource allocation decisions are made at the SBU or _______ level of the firm. A. customer care B. product line C. accounting D. corporate 6. The idea of value-based marketing requires firms to charge a price that A. covers costs and generates a modest profit. B. captures the value customers perceive they're receiving. C. includes the value of the effort the firm put into the product or service. D. offers customer excellence above operational excellence. 7. The difference between a firm's immediate marketing environment and its macroenvironment is that the

macroenvironment is A. external. B. easier to control. C. fundamental to creating core competency. D. easier to understand. 8. Henry often observes the FedEx and UPS delivery people who bring packages to his law firm, counting the number of packages they deliver to other law firms in the building. He also regularly reviews court documents about upcoming cases to see which firms are representing clients. Henry is engaged in A. competitive intelligence. B. intuitive diagnostics. C. demographic data collection. D. macroeconomic variable analysis. 9. most marketers spend heavily on customer-retention programs because they recognize that customer retention leads to A. product design excellence. B. sustainable price decreases. C. mission statement satisfaction. D. increased long-term profits. 10. The centerpiece of the marketing environment analysis framework is A. corporate partners. B. competitive intelligence. C. consumers. D. green marketing. 11. Which of the following growth strategies involves expanding marketing efforts toward existing customers? A. Market penetration B. Market development C. Diversification D. Product development 12. Of the five steps to the strategic marketing planning process, which step usually comes in the middle of the process? A. Evaluating performance B. Identifying and evaluating opportunities C. Implementing marketing mix and resources D. Defining the business mission 13. In delivering value, marketing firms attempt to find the most desirable balance between A. explicit versus implicit value. B. the desire to satisfy customers and the need to keep customers from running the company. C. the need for value and the perception of value. D. providing benefits to customers and keeping costs down. 14. After _______, marketers implement pricing, promotion, place, and product strategies for each target