1. Which of the following statements is INCORRECT?
a) Of the three levels of planning, corporate strategy is the broadest.
b) Marketing strategy should be consistent with both the business-unit and corporate strategies.
c) Strategic planning begins at the marketing level and proceeds through business-unit and corporate levels.
d) Strategic planning begins at the corporate level and proceeds through business-unit and marketing levels.
1 of 19
Other questions in this quiz
2. Which growth strategy focuses on developing new products for a company's existing markets?
b) Market development
d) Diversification
c) Product development
a) Market penetration
3. Delia's works to make sure its public relations activities as well as its sales promotions harmonise with its advertising in all aspects. From this information, we can infer that Delia's is using ________.
d) Experiential marketing
a) Word-of-mouth marketing
b) Integrated marketing communication
c) Buzz marketing
4. When consumers are making do with less expensive products and shopping more selectively, manufacturers and retailers must focus on the ____ of their products.
c) Value
b) Quality
a) Price
d) Image
5. Which of the following statements best describes ‘descriptive’ market research?
d) Research undertaken to profile customer demographics, characteristics and purchase patterns
b) Research undertaken in order to establish cause and effect
c) The preliminary exploration of a research area prior to the main data collection stage
a) Data which has already been collected by another researcher for another purpose
Comments
No comments have yet been made