1. The _____ is a tool for allocating resources among products or strategic business units on the basis of relative market share and market growth rate.

2. GEICO Insurance ads often focus on its reptilian mascot, the GEICO Gecko, who is used to remind consumers of the company and its benefits. Which of the four Ps does the GEICO Gecko represent?

3. By acquiring Tianyuan, Novartis will be offering vaccines, which is a product that it currently offers in its existing markets, to new markets for the company. This is an example of which strategic alternative?

4. Since gas prices have soared and consumers have cut back on their spending on new trucks and SUVs Ford Motor Corporation is transforming several of its plants to create small cars. Ford has engaged in:

5. While new home construction is not growing as rapidly as it once did, the number of homeowners who are remodeling bathrooms and kitchens is growing. According to the portfolio model, Masco would consider Delta a(n):

6. Which of the following is NOT a type of competitive advantage?

7. _____ is defined as the collection and interpretation of information about forces, events, and relationships in the external environment that may affect the future of the organization or the implementation of the marketing plan.

8. Golden Valley Microwave Foods, Inc. is the manufacturer of ACT II popcorn. In its early years, the company had trouble financing the development and marketing of products for the microwave, so it chose to participate in a financial arrangement in which it agreed that it would not sell ACT II popcorn in supermarkets or grocery stores. Which element of the marketing mix was most influenced by this arrangement?

9. Novartis assessed the opportunity presented by the growing potential markets in developing countries and determined it was consistent with its internal quality production processes and extensive R&D capabilities. This assessment process in which Novartis learned this about the environment is called

10. By defining its business as 'printing books' instead of 'empowering imaginations,' a children’s book publishing company would more than likely experience:

11. Heinz is introducing 400 new products in the next two years. To know which markets to reach, Heinz should first perform

12. Tide laundry detergent is the market leader, but overall industry growth is low in this market. Tide would be classified as a _____ in a portfolio model.

13. All of the following are elements of the marketing plan EXCEPT:

14. A written document that acts as a guidebook of marketing activities for the marketing manager is known as the _____.

15. _____ is the strategy of increasing sales by introducing new products into new markets.

16. Everyone knows the brand name Maytag. Maytag is what many consumers think of when they think of home appliances. This widely recognized brand name is a source of:

17. Patents on prescription medications give pharmaceutical companies that own the patents a(n) _____ for 17 years until the patent expires.

18. The annual report of Albertson’s grocery has the following statement: 'Guided by relentless focus on our five imperatives, we will constantly strive to implement the critical initiatives required to achieve our vision. In doing this, we will deliver operational excellence in every corner of the Company and meet or exceed our commitments to the many constituencies we serve. All of our long-term strategies and short-term actions will be molded by a set of core values that are shared by each and every associate.' This statement is an example of Albertson’s:

19. Coca-Cola drink vending machines are found all over the world. The newest machines have an interactive screen that runs advertisements and allows users to obtain free photos of themselves and ringtones after they have bought a drink. The reason for the introduction of this new style vending machine is to 'allow the company to interact more directly with its customers.' According to a SWOT analysis, the technology used by these machines is an example of a(n):

20. Which of the following category in the portfolio model is a market leader and growing fast?

21. Zipcar is a car rental service found in many metropolitan areas. It targets people who take mass transit or carpool to work but who occasionally need a car to run errands, visit the doctor, or check on a sick child. Zipcar is one of a few companies currently providing cars that can be rented by the hour. Zipcar has created a(n) _____ advantage.

22. Compass is a United Kingdom-based catering company that has developed a marketing plan designed to make it the largest caterer in China within the next two decades. As part of its marketing _____, it has already begun serving meals on trains that run between Shanghai and Beijing.

23. Marketing plans should be written to do all of the following EXCEPT:

24. _____ is a strategy of increasing market share for present products in existing markets.

25. Which of the following statements about marketing audits is true?