142149982-2-Company-Chapter-and-Marketing-Strategy-2-Company-Chapter-and-Marketing-Strategy2-Company-Chapter-and-Marketing-Strategy2-Company-Chapter-and-Market

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2 Company Chapter and Marketing Strategy: Partnering to Build Customer Relationships GENERALCONTENT: Multiple-Choice Questions 1. Nike has been successful in selecting an overall companystrategy for long-run survival and growth called ________. a. tactical planning b. strategic planning c.futuristic planning d. marketing planning e. relationship marketing (Answer: b; p. 36; Easy; LO1) 2. Whenyour firm practices developing and maintaining a strategic fit between your organizations goals andcapabilities, it is performing ________. a. tactical planning b. values planning c. strategic planning d.short-term planning e. operations planning (Answer: c; p. 36; Moderate; LO1) 3. At the corporate level, acompany starts the strategic planning process by defining its overall purpose and ________. a. missionb. values c. vision d. opinions e. strengths (Answer: a; p. 36; Easy; LO1) 4. Marketing planning at yourfirm occurs at what levels? a. Business-unit, market b. Business-unit, product c. product, market d.business-unit, product, market e. business-unit, financial unit, market (Answer: d; p. 37; Easy; LO1) 5.Studies have shown that a well-crafted mission statement aids a firms performance as the missionstatement serves as a statement of ________. a. fact b. values c. purpose d. financial goals e. employeecommitment 32 Part 1: Defining Marketing and the Marketing Process (Answer: c; p. 37; Moderate; LO1)6. The principle objective of a market-oriented mission statement is to

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