Multiple Choice Question Marketing Manager Kotler by cmq12819

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									Chapter 1

Multiple Choice

   Site Title : Kotler, M arketing M anagement 11
   Book's Title : M arketing M anagement
   Book's Author: Kotler
   Quiz Location: Defining M arketing for the 21st Century > M ultiple Choice
   Results Reporter
                         Summ ary: 100% Correct

                           100%
                                                     Of 15 questions, here are your
                                                     results:
                                                       15 correct or not graded
                                                       0 incorrect
                                     0%    0%          0 unanswered


                         Submitted on 20/Aug/2003 at 09:01:21 EST


Chapter 2

Multiple Choice

 Site Title : Kotler, M arketing M anagement 11
 Book's Title : M arketing M anagement
 Book's Author: Kotler
 Quiz Location: Adapting M arketing to the New Economy > M ultiple Choice
 Results Reporter
                          Summ ary: 100% Correct

                           100%
                                                  Of 15 questions, here are your
                                                  results:
                                                    15 correct or not graded
                                                    0 incorrect
                                   0% 0%            0 unanswered


                          Submitted on 20/Aug/2003 at 09:37:07 EST


Chapter 3

Multiple Choice

   Site Title : Kotler, M arketing M anagement 11
   Book's Title : M arketing M anagement
   Book's Author: Kotler
   Quiz Location: Building Customer Satisfaction, Value, a... > M ultiple Choice
   Results Reporter
                      Summary: 100% Correct


                         100%                   Of 15 questions, here are your results:
                                                 15 correct or not graded
                                  0% 0%          0 incorrect
                                                 0 unanswered


                      Submitted on 20/Aug/2003 at 10:23:46 EST

Chapter 4

Multiple Choice

     Site Title : Kotler, M arketing M anagement 11
     Book's Title : M arketing M anagement
     Book's Author: Kotler
     Quiz Location: Winning M arkets Through M arket-Oriented > M ultiple Choice
     Results Reporter
                       Summ ary: 100% Correct



                         100%                   Of 15 questions, here are your results:
                                                 15 correct or not graded
                                  0% 0%          0 incorrect
                                                 0 unanswered


                       Submitted on 20/Aug/2003 at 10:52:50 EST


Essay Questions


1)    Describe each of the four different types of business examined in the Growth Share M at rix.

      The four categories are:

      Dogs - Dogs have low market share and a low gro wth rate and thus neither generate nor consume a
      large amount of cash. However, dogs are cash traps because of the money tied up in a business that
      has little potential.

      Question marks - Question marks are growing rapid ly and thus consume large amounts of cash,
      but because they have low market shares they do not generate much cash. The result is a large net
      cash consumption. A question mark has the potential to gain market sha re and become a star, and
      eventually a cash cow when the market gro wth slows. If the question mark does not succeed in
      becoming the market leader, then after perhaps years of cash consumption it will degenerate into a
      dog when the market growth declines.

      Stars - Stars generate large amounts of cash because of their strong relat ive market share, but also
      consume large amounts of cash because of their high growth rate; therefore the cash in each
      direction appro ximately nets out. If a star can maintain its large market share, it will beco me a cash
      cow when the market growth rate declines. The portfolio of a diversified company always should
      have stars that will become the next cash cows and ensure future cash generation.

      Cash cows – As leaders in a mature market, cash cows exhibit a return on assets that is greater
      than the market growth rate, and thus generate more cash than they consume. Such business units
      should be “milked”, ext racting the profits to fund question marks and investing as little cash as
      possible.
2)   There are four SBU strategies pursued by a business. They are build, hold, harvest, and divest. Explain how
     each of these strategies works in relation to the four types of businesses examined in the Growth Share
     M atrix.

     Build – Investing funds into business units; the aim is to increase market shares. This strategy is
     appropriate for business in a high market growth rate because there are opportunities exists. (e.g.
     question marks)

     Hol d – The purpose of this strategy is to maintain market share and keep enjoying market
     leadership. Best use with Cash Cow.

     Harvest – This strategy aims to increase short-term cash flow regard less of the long-term effects.
     This strategy is suitable for weak cash cows.

     Di vest – Sell or liquidate the business. Because there will be a very high opportunity costs and
     risks if funds are directed to non-profitable businesses, such as dogs.


3)   Discuss the three types of marketing control mechanis ms used to control how marketing plans are
     being implemented.

     Annual Pl an – This is a benchmark type of control, where a manager set the target at the
     beginning period of interval and compares the actual performance with the expected performance.
     Any deviation will be investigated and corrected after the real cause is found.

     Profitability Control – Measuring the actual profitability of the product, customer groups, trade
     channels and order size. Th is requires the marketer to measure the actual costs and compare it with
     the actual profit. Correct ive action will be taken upon any produ cts that making a lost. This might
     require the marketer to verify and alter the revenue and cost structure of the product.

     Strategic Control – A measure that checks the reliability, validity and suitability of the market ing
     strategy to the market condition.



Chapter 6

 Site Title : Kotler, M arketing M anagement 11
 Book's Title : M arketing M anagement
 Book's Author: Kotler
 Quiz Location: Scanning the M arketing Environment > M ultiple Choice
 Results Reporter
                       Summary: 100% Correct

                        100%

                                             Of 15 questions, here are your results:
                                              15 correct or not graded
                                              0 incorrect
                                              0 unanswered
                                0% 0%


                       Submitted on 20/Aug/2003 at 11:15:29 EST

								
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