Marketing02

Which of the following is a component of a firm's microenvironment?

• customer demographics

• economic recessions

• population shifts

• marketing intermediaries

• technological changes

A company's marketing decisions may be questioned by consumer organizations, environmental groups, minority groups, and others. These organizations and groups are also known as _________.

• media publics

• marketing intermediaries

• customers

• citizen-action publics

• internal publics

The economic environment consists of economic factors that affect ________.

• cultural patterns of communities

• entrepreneurial orientation of a population

• the quality of technological innovation

• consumer purchasing power

• the natural environment

Which of the following is NOT a step in the strategic planning process?

• defining the company mission

• evaluating members of the company's value chain

• setting company objectives and goals

• designing the business portfolio

• planning marketing and other functional strategies

During portfolio analysis, a company ______ after identifying the key businesses that make up the company.

• formulates a short-term marketing plan

• assesses the attractiveness of its various SBUs

• assesses its strengths and weaknesses

• performs a SWOT analysis

• assesses the effectiveness of its various channel intermediaries

In a SWOT analysis, which of the following would be considered a Strength?

• industry trends

• technological shifts

• environmental demands

• performance challenges

• internal capabilities