1. Which of the following best describes a company's businessportfolio?

a. the company's sources of revenue and theinvestments it makes in a particular year

b. the various industries in which thecompany operates business ventures

c. the company's products or services in aparticular market category

d. the collection of businesses and productsthat make up the company

e. the company's strengths in terms oftechnology, people, products, advertising, etc.

2. Favorite Memories specializes in serving market segments thatmajor competitors overlook and ignore. Which of the following bestdescribes Favorite Memories?

a. marketer challenger

b. market seeker

c. market nicher

d. market follower

e. full market coverer

3. The ________ organizational system's main advantage isthat the company is organized around the needs of specific marketsegments.

a. geographic management

b. product management

c. functional management

d. vertical management

e. market management

4. Making more sales without changing a firm's products is________.

a. market attractiveness

b. market growth

c. product development

d. market development

e. market penetration

5. Peter Cramer is constantly involved in evaluating the resultsof marketing strategies and plans and taking corrective action toensure that objectives are attained. Peter's current work is mostaccurately classified as ________.

a. tactical planning

b. strategic planning

c. marketing planning

d. strategic control

e. marketing control

6. The first step in strategic planning is to ________.

a. develop the business portfolio

b. identify a problem

c. plan marketing strategies

d. define the company mission

e. set objectives and goals

Answer rating: 100% (QA)

Explanation 1 A companys business portfolio is the collection of businesses and products tha... View the full answer