CHAPTER 8: STRATEGY IMPLEMENTATION (CONTINUE)

Which of the following issues is a major problem in implementing a marketing strategy?

• Product standardization

• Employee turnover rate

• Market segmentation

• Vertical integration

The process of dividing the market into different customer groups based on needs and shopping habits is called what?

• Product positioning

• Niche marketing

• Market segmentation

• Strategy alignment

Which of the following is NOT a common basis for market segmentation?

• Demographics

• Geography

• Politics

• Psychology

The product positioning map helps companies:

• Reduce operating costs

• Compare their products with competitors on key success criteria

• Eliminate competition

• Allocate capital more effectively

What is the main goal of product positioning?

• To produce more goods

• To reduce risk

• To clarify how a product is perceived compared to competitors

• To reduce product diversity

Which principle is part of the new marketing approach?

• Focus only on product features

• Attract, attract, attract instead of sell, sell, sell

• Control all online conversations

• Ignore blogs and consumer feedback

Which financial tool helps a company determine the best method to raise capital?

• SWOT Analysis

• QSPM

• EPS/EBIT Analysis

• BCG Matrix

Going public helps a company:

• Reduce brand value

• Enhance control of the owners

• Raise capital

• Avoid taxes

What is a major disadvantage of going public?

• Higher profits

• Reduced control for owners

• Increased autonomy for employees

• Elimination of financial risk

When should a company choose internal R&D?

• When the market is growing rapidly

• When technological progress is fast

• When market growth is moderate and entry barriers are high

• When outsourcing costs are low