Question 111. Starbucks has developed a number of

111. Starbucks has developed a number of metrics beyond purely financial metrics. Knowing the importance of perceptions and knowing the importance of developing ways to demonstrate its activity, Starbucks tries to find clear ways to:
A. build brand equity.
B. demonstrate its sense of corporate social responsibility.
C. address concerns of opponents at local, regional, national and global levels.
D. help consumers feel better about their purchases.
E. All of the above

112. The strategic marketing planning process:
A. is a five-step process that should always be used in order.
B. can be used in reverse if desired.
C. begins with setting appropriate, measurable: outcomes.
D. is not always sequential.
E. forces marketing managers to think rationally.

113. During the implementation phase, Jonathon finds he does not have sufficient resources to accomplish the objectives that were previously established. Jonathon will likely:
A. ask for more resources.
B. change the planning objectives.
C. consider abandoning the plan.
D. any of the above.
E. all of the above.

114. Which of the following is NOT one of the four major growth strategies marketers typically utilize?
A. market penetration
B. market development
C. product proliferation
D. diversification
E. product development

115. For many years, because of the size of the U.S. economy, domestic companies ignored international markets, preferring to expand their marketing efforts toward existing customers. These companies were pursuing a ________________ strategy.
A. market penetration
B. market development
C. product proliferation
D. diversification
E. product development

116. In many market situations, word-of-mouth referrals are a very effective source of new customers. Marketers often encourage referrals as a _______________ growth strategy.
A. product proliferation
B. market development
C. market penetration
D. diversification
E. product development

117. The marketing faculty at one university suggested the recruiting office offer a $50 gift certificate at the campus bookstore to students who referred new students to the university. This is a _______________ growth strategy.
A. product proliferation
B. market development
C. market penetration
D. diversification
E. product development

118. Adrienne decides to add new sales representatives and increase advertising in her existing market for her line of security systems. Adrienne is pursuing a __________ growth strategy.
A. product proliferation
B. market development
C. market penetration
D. diversification
E. product development

119. Sarah has decided to pursue a market penetration strategy for her French cookware product line. She will likely increase advertising, sales promotion, and sales personnel. She may also consider:
A. intensifying distribution efforts.
B. investing in a travel agency.
C. shift resources into marketing a line of footwear.
D. expand into new territories.
E. all of the above

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