B) A market

10 Form of paid mass promotion through use of media vehicle

A) Advertising

11 Anything that can be offered to a market for acquisition, consumption is a -----------

A) Product

12 There are five alternative concepts under which organizations conduct their marketing activities Which concept holds that consumers will favor products that are available and highly affordable?

A) Production Concept

13 If General Electric used a theme of "We're not satisfied until you are," then it would be following which of the following concepts?

D) Marketing Concept

14 All of the following would be steps or concerns in the process of strategic planning EXCEPT:

C) Checking to see if an advertising spot had been run in its allotted time slot

15 The process of developing and maintaining a strategic fit between the organization's goals and capabilities and its changing marketing opportunities is called:

D) Strategic planning

16 With respect to the steps in the strategic planning model, which of the following steps follows "defining the company mission"?

B) Setting company objectives and goals

17 Which of the following would most likely be considered to be a market-oriented mission statement?

A) Charles Schwab sees itself as "guardians of our customers financial dreams"

18 Which of the following companies {with the associated mission statement} BEST illustrates the idea of a market-oriented mission statement?

B) Wal-Mart indicates "we deliver low prices, every day"

19 If an SBU were to be characterized as one that showed low-growth and had a low-share of the business and products in its industry, this SBU would be classified as a ____________ according to the BCG growth-share matrix

C) Dog

20 If an SBU were to be characterized as one that showed high-growth and had a high-share of the business and products in its industry, this SBU would be classified as a ____________ according to the BCG growth-share matrix

A) Star

21 If an SBU were to be characterized as one that showed high-growth and had a high-share of the business and products in its industry, this SBU would be classified as a ____________ according to the BCG growth-share matrix

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