University of Oregon MKTG 311 Quiz 12 Q1) Which of the following is the first step in strategic planning? set objectives and goals develop the business portfolio define the company mission plan marketing strategies identify threats and weaknesses   Q2) According to the approach to analyzing a company’s current business portfolios,                   are high- share, high-growth businesses or products

MKTG 311

Quiz 12

Q1) Which of the following is the first step in strategic planning?

1. set objectives and goals
2. develop the business portfolio
3. define the company mission
4. plan marketing strategies
5. identify threats and weaknesses

Q2) According to the approach to analyzing a company’s current business portfolios,                   are high- share, high-growth businesses or products. They need heavy investment to finance rapid growth.

1. cash cows
2. question marks
3. stars
4. dogs

Q3) Making more sales to current customers without changing a firm's products is                 .

1. market attractiveness
2. market penetration
3. market development
4. product development
5. diversification

Q4) Expanding the total market, protecting market share, and expanding market share are all strategies for

                    .

1. market leaders
2. market challengers
3. market followers
4. market nichers
5. market providers

Q5) Michael Porter suggests four basic competitive positioning strategies that companies can follow-three winning strategies and one losing one. Which of the following are considered winning strategies?

1. middle-of-the-roader, focus, and overall cost leadership
2. focus, differentiation, and middle-of-the-roader
3. overall cost leadership, differentiation, and middle-of-the-roader
4. overall cost leadership, differentiation, and focus
5. differentiation, operational excellence, and focus