STR 581 Week 6 Capstone Finals 2016 Version
1. Hilton Hotels customizes rooms and lobbies according to location. Northeastern hotels are sleeker and more cosmopolitan. Southwestern hotels are more rustic. This is an example of ________ segmentation.
2. Many consumers are willing to pay $100 for a perfume that contains $10 worth of scent because the perfume is from a well-known brand. What kind of pricing is the company depending on
3. Successful implementation of the differentiation strategy requires a structure that__________
4. Organizational structure__________
5. AT&T’s business campaign not only helped to change public perceptions of the company, it also signaled to employees that AT&T was determined to be a leader in telecommunication services. Which principle of internal branding does this example portray
6. Aisha is a marketing manager with Injoos, a company that manufactures packaged fruit juices. Knowing that several other companies exist in the market that offer similar products, Aisha decides to build a customer base from among those who prefer to avoid mass media and other targeted promotions. Which of the following marketing communications tools would be her best option to build a favorable impression among the prospective customers
7. The Enron employee who reported the financial manipulations at the company to her superiors can be considered to have engaged in__________
8. The strategic management process is_________
9. A company that seeks to increase its sales and profits through backward, forward, or horizontal integration within the industry is said to be employing a(n) ________ growth strategy
10. The three parts of the external environment which affect a firm’s strategic actions are__________
11. The first step in the social marketing planning process is ______
12. The term “conglomerates” refers to firms using the diversification strategy
13. The likelihood of entry of new competitors is affected by and _________
14. In general, compared with firms which compete in only one market, among firms which face one another in multiple markets there is________
15. Viewing the world through the customer’s eyes and constantly seeking ways to create more value for the company enhances________
16. The goal of the organization’s ________ is to point the firm in the direction of where it would like to be in the years to come
17. Annual-plan control requires making sure the company isn’t overspending to achieve sales goals. The key ratio to watch is ___________
18. Backward integration occurs when a company_________
19. The proper matching of what a firm can do with what a firm might do________
20. __ is a form of online word of mouth, or “word of mouse,” that encourages consumers to pass along company-developed products and services or audio, video or written information to others online
21. A well-known car manufacturing company introduces a new hatchback model by describing its distinctive features and then stressing the speed and safety qualities of the car. Which of the following is the company using to convey its membership in the hatchback segment
22. The recent joint ventures formed by BP with Russian and Indian partners showed the importance of the ________ segment of the general environment that BP and other integrated oil firms have to manage when contending with scarce resources
23. Moving into international markets is particularly attractive strategy to firms whose domestic markets
24. The typical risks of a cost leadership strategy include___
25. Southwest Airlines offers a Rapid Rewards program that allows customers to count flights they have taken toward free future flights. This is an example of a(n) _______
26. A(n) ________ market share of exactly 100 percent means that a company is tied for the market lead. A rise in relative market share means the company is gaining on its leading competiton
27. The differentiation strategy can be effective in controlling the power of rivalry with existing competitors in an industry because_________
28. A group of college graduates decides to start a business. Though they are knowledgeable in various business domains, they are unable to arrive at a valuable business idea. They decide to search for ideas in a structured manner. They meet and start discussing everyone’s ideas. Each idea is recorded and then the thoughts that come up in relation to the ideas are written down and discussed. This process helps them to finalize a business plan. What technique is used here
29. Gordon Jones is considering purchasing a computer from Best Buy. He has created a scale for rating eight different computers on three different characteristics. He plans to make a short list of only those computers that score at least a 7 on his scale on all three characteristics. Which of the following choice heuristics has he chosen
30. Which of the following can a company do to reduce defection
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