chapter 2 SOWT

Which of the following is the first step in strategic planning?

• Set objectives and goals.

• Develop business portfolio.

• Plan marketing strategy

• Define the company mission.

In a basic SWOT analysis the "T" stands for ________.

• timing

• threats

• trade

• trust

In a basic SWOT analysis, the "S" stands for ________.

• strengths

• satisfactions

• situation

• strategy

In SWOT analysis, which of the following would be considered a strength?

• internal limitations

• trends in the market

• favorable factors in the environment

• internal resources

In SWOT analysis, which of the following refers to factors in the external environment?

• strengths

• opportunities

• weaknesses

• strategies

Which of the following measures the profits generated by investments in marketing activities?

•  a budget

• a marketing audit

• SWOT analysis

• marketing ROI

Which of the following most accurately identifies a difference between a weakness and a threat in SWOT analysis?

• A company is more able to change a weakness than a threat.

• A company is more able to change a threat than a weakness.

• A company can more easily identify threats than weaknesses.

• A company can be more negatively affected by a threat than by a weakness

When a firm develops and maintains a strategic fit between its goal and capabilities, its performing ______.

• Mission planning.

• Value planning.

• Strategic planning.

• Business portfolio planning