MINITEST 1 - MARKETING STRATEGY

Which of the following is NOT one of the stated purposes of marketing strategy in the lectures?

• A. To set the direction of the organisation and decide which products and markets to invest in

• B. To define how the firm will create value for customers

• C. To describe how to perform marketing activities (4Ps) better than competitors

• D. To guarantee that the company will always achieve maximum profit each year

What is 'W' in a SWOT analysis

• Strenghts
• Weaknesses
• Wannabes
• Wearables

Q4. “Strategic fit” in marketing strategy refers to:

• A. Matching employee skills with job descriptions

• B. Matching organisational strengths and weaknesses with environmental opportunities and threats

• C. Ensuring the product “fits” the packaging design

• D. Ensuring the brand name fits the corporate mission

What is the letter 'E' when we are analyzing a Macro-Environment

• Economics
• Ecosystem
• Ecoindustries
• Eco-environment

Q2. In the macro–meso–micro framework of the marketing environment, which example belongs to the meso environment?

• A. A change in national interest rates

• B. A new competitor entering the same industry

• C. The firm’s organisational structure

• D. Employees’ skills and capabilities

Customers are part of the Stakeholders within an Organization

• True
• False

Stakeholders are the owners of the company because the bought a share in it

• True
• False

CSF

• Critical Factors of supply
• Knowledge factors of Success
• Knowledge factors of Supply
• Critical Factors of success

Definition: are the cost advantages that enterprises obtain due to their scale of operation

• Cost per Unit
• Operational trends
• Stakeholders
• Scale Economies

The GE matrix was developed by Mckinsey.... For what?

• for Portfolio Decisions
• for Financing Decisions
• for Macro-Environment
• for Micro-Environment