58.After conducting STP analysis for her custom auto parts store and developing strategies for each of the four Ps, Monique now has to make _____________ decisions.

A. competitive response

B. resource allocation

C. market growth

D. product line

E. mission statement

59.Lamar owns four dry cleaning stores in the suburbs of Orlando, Florida. He recently updated his STP analysis, and has just finished adjusting his marketing mix based on the STP results. His next strategic marketing decision will most likely involve determining

A. how Disney World crowds will impact his business.

B. which employees to promote or fire.

C. how to allocate resources among his four stores.

D. what new government regulations might create opportunities or threats.

E. when to shift from a customer excellence to an operational excellence strategy.

60.In most companies, portfolio management is typically done at the SBU or ___________ level of the firm.

A. corporate

B. product line

C. customer care

D. sales representative

E. accounting

61.A(n) ___________ is a group of products that consumers may use together or perceive as similar in some way.

A. SBU

B. STP

C. product line

D. market segment

E. promotional service

62.Heather has been assessing a number of her firm's products using the Boston Consulting Group (BCG) approach to portfolio analysis. She has been trying to assess the strength in a particular market and is looking at the sales of the product and the overall market as well as the sales of competitors. Heather is trying to determine

A. the product's relative market share.

B. the market growth rate.

C. a source of competitive advantage.

D. the impact of population shifts on future demand.

E. cash equivalent values for each product.

63.To determine how attractive a particular market is using the BCG portfolio analysis, __________ is(are) established as the vertical axis.

A. competitive intensity

B. sales dollars

C. market size

D. market growth rate

E. market profit potential

64.In BCG portfolio analysis, products in low-growth markets that have received heavy investment and now have excess funds available to support other products are called

A. stars.

B. cash cows.

C. question marks.

D. dogs.

E. anchors.

65.Fernando was thrilled to find out that his company had just decided to invest a great deal of money in the product he was managing. He knows that even with its recent high rate of growth and the fact that it dominates its market, he would need more money to establish it firmly. Using the BCG portfolio analysis, his product would be classified as a(n)

A. star.

B. cash cow.

C. question mark.

D. dog.

E. anchor.

66.Using the BCG portfolio analysis, a "dog" should be phased out unless

A. its marketing manager is a champion of the product.

B. additional resources could increase its relative market share slightly.

C. it complements or boosts the sales of another product.

D. the market has a small chance of rebounding.

E. none of these. Dogs should be phased out.

67.The strategic marketing planning process

A. is a five-step process that should always be completed in order.

B. is frequently used in reverse.

C. begins with establishing specific, measurable outcomes.

D. is not always sequential.

E. forces marketing managers to think rationally.

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