4. A _______ is purposeful, specifying what an organization wants to accomplish in the larger environment.
(A) marketing strategy
(B) marketing objective
(C) strategic plan
(D) mission statement
(E) market portfolio

5. In the BCG growthshare matrix, question marks refer to products or businesses with a _______. (A) low market share in a niche market (B) low market share in a market with high growth prospects (C) greater market share than all their competitors combined in a saturated market (D) high market share in a market with a high growth rate (E) low market share in a market that is set to shrink significantly 試題隨卷繳交

6. A ________ is made up of a company, its suppliers, its distributors, and its customers who partner with each other to improve the performance of the entire system. (A) value chain (B) shareholder network (C) business portfolio (D) value delivery network (E) growthshare matrix

7. Which of the following is part of the microenvironment of a firm's marketing environment? (A) the political state of the country in which the firm exists (B) the cultural forces that exist in a society (C) the suppliers who work with the company (D) the technological resources available to the company (E) the different demographic trends in the market

8. American Honda purchases over $20 billion worth of auto parts and materials every year. ________ are an important link in the company's success. (A) Wholesalers (B) Suppliers (C) Physical distribution firms (D) Media firms (E) Retailers

9. Which generational group is most comfortable using digital technologies? (A) Millennial (B) Zoomer (C) Generation X (D) Generation Z (E) Lost Generation

10. Changes in variables, such as income, cost of living, interest rates, and savings and borrowing patterns most likely reflect changes in the ________ environment of a company. (A) economic (B) natural (C) demographic (D) political (E) cultural

11. New informationbased knowledge of customers and the marketplace that helps create customer value, engagement and build relationships is called _______. (A) big data (B) customer insights (C) a marketing information system (D) planning information (E) creative data collection

12. Which of the following is *not* considered a source of competitive marketing intelligence? (A) observing consumers firsthand (B) monitoring social media (C) competitors' internal databases (D) benchmarking competitors' products (E) online research

13. A shoe company's ads feature the members of a popular country music band. Product sales increase significantly among the band's fans. From the fans' viewpoint, the band is a _______. (A) membership group (B) reference group (C) laggard (D) subculture (E) latemajority adopter

14. _______ involves enlisting or even creating opinion leaders to serve as brand ambassadors who spread the word about a company's products. (A) Social marketing (B) Traditional marketing (C) Influencer marketing (D) Direct marketing (E) Values marketing

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