I. Analyze and identify if the said feature of a SWOT below is a Strength, Opportunity, Weakness, or Threat.
Star Software, Inc., is a small, family-owned corporation in the first year of a transition from first-generation to second-
generation leadership. Star Software sells custom-made calendar programs and related items to about 400 businesses, which
use the software mainly for promotion. Star’s 18 employees face scheduling challenges, as Star’s business is highly seasonal,
with its greatest demand during October, November, and December. In other months, the equipment and staff are sometimes
idle. A major challenge facing Star Software is how to increase profits and make better use of its resources during the off-
season. An evaluation of the company’s internal strengths and weaknesses and external opportunities and threats served as
the foundation for this strategic analysis and marketing plan. The plan focuses on the company’s growth strategy, suggesting
ways in which it can build on existing customer relationships, and on the development of new products and/or services
targeted to specific customer niches. Since Star Software markets a product used primarily as a promotional tool by its clients,
it currently is considered a business-to-business marketer.
___________1. Star Software’s product differentiation strategy is the result of a strong marketing orientation, commitment to high
quality, and customization of products and support services.
___________ 2. There is little turnover among employees who are well compensated and liked by customers. The relatively small
size of the staff promotes camaraderie with coworkers and clients, and fosters communication and quick response to clients’
needs.
___________ 3. Advertising expenditures in the United States exceed $132 billion annually. More than $25 billion of this is spent
on direct-mail advertising, and another$20 billion is spent on specialty advertising. The potential for Star Software’s growth is
significant in this market.
___________4. Theft of trade secrets and software piracy through unauthorized copying are difficult to control.
___________ 5. Star’s current facilities are crowded. There is little room for additional employees or new equipment
___________ 6. Star Software is reactive rather than assertive in its marketing efforts because of its heavy reliance on positive
word-of-mouth communication for obtaining new business.
___________ 7. Computer-based calendars are easily distributed nationally and globally. The globalization of business creates an
opportunity to establish new client relationships in foreign markets.
___________ 8. Calendars are basically a generic product. The technology, knowledge, and equipment required to produce such an
item, even a computer-based one, are minimal. The possible entry of new competitors is a significant threat.
___________ 9. A long-term relationship with the primary supplier has resulted in shared knowledge of the product’s
requirements, adherence to quality standards, and a common vision throughout the development and production process.
___________ 10. The seasonal nature of the product line creates bottlenecks in productivity and cash flow, places excessive stress
on personnel, and strains the facilities.
II. Multiple choice. Choose and write beside each number the most appropriate answer.
____ 12. Recalling the early part of the 20th century, the primary way to sell more products was
a. location, distribution, price, and product c. product, price, distribution, and promotion
b. price, product, customer, and location d. market, product, promotion, and price SY 2017-2018
_____14. In conclusion of marketing lessons, effective marketing relies on the principles and concepts of
a. advertising. c. economics.
_____16. The most difficult type of competition businesses face is a market in which they compete with other businesses
offering
b. find information about current pricing and promotions. d. find information about suppliers.
____ 19. Using elements of competitive strategies, the purpose of collecting information about your competitors is to
____ 20. Today, a business will miss some customers if it has not placed information on the Internet about its
a. location. c. expenses.
b. officers. d. employees.
____ 23. To simplify, Marketing is a direct link between a business and its
a. investors. c. employees.
a. the main country where they operate. c. all countries where they operate.
a. provide for all of their own needs. c. are employed by large companies.
____ 26. Analyzing the history of the business world, it appears that in a preindustrial country it is difficult to
____ 27. In applying and observing business participants in the real world you have learned, it may be concluded that
Advertising is performed by
_____28. While the decisions of the individual consumers are often guided by emotion, business purchasing is usually
a. impulsive. c. unplanned.
b. rational. d. regulated.
_____29. From among the options, which among the choices that support the marketing mix that provides protection and
security for the product until the consumer can use it?
b. features. d. options
____30. From a selling perspective using application and understanding, a salesperson’s expenses can include
____ 31. Through critical evaluation of a salesperson, answering questions will often help to
a. give a demonstration.
____ 32. Over the last few decades recall that the leading advertising media have been
____ 33. In synthesizing and categorizing selling process will be much more productive if the salesperson knows
a. the needs of the prospective customer. c. the location of the prospective customer.
____ 34. For selling to be effective, salespeople must receive support from
a. other marketing personnel. c. customer service.
____ 35. It is a form of communicating or promoting value of a product, service of brand to the consumers.
b. branding d. advertising
____36. The buying process starts when the buyer recognizes a _________.
____37. The act of trading a desired product or service to receive something of value in return is
a. product c. production
b. exchange d. customer
a. wholesaler c. manufacturer
b. retailer d. distributor
____40. Anything that can be offered to a market for attention, acquisition, use, or consumption that
a. idea. c. product.
b. demand. d. service.
____41. Public relations is creating and maintaining ___________ of an organization's various publics (customers, employees,
investors, etc) through ___________ and other non-paid forms of communications.
a. advertising/medium c. promotion/boost
____42. Mark-up pricing is a pricing strategy that allows the seller a ______________ mark up every time the product is
________________.
(1- DMU)
____44. Advertising, in classification of cost, is in what category which this item is normally classified?
____45. Marketing is both an “art” and a “science” there is constant tension between the formulated
a. creative c. management
b. selling d. behavior
III. Compute for the market shares of the following given annual revenues of industry and company. MARKET SHARE
COMPANY REVENUE INDUSTRY REVENUE