Management Engineering - Strategy and Marketing

Multiple choice test

Strategy & Marketing Academic Year: 2021 -2022 Prof. Davide Chiaroni June 15 th, 2022 Examination Session Time allowed: 30 minutes STRATEGY 1. How do mainstream customers perceive a (technology -based) disruptive innovation compared to mainstream existing products/services? a) Not interesting because it does not meet their needs b) Very interesting because it is cheaper c) Very interesting because it is a real newness 2. What does ambidexterity refer to? a) The separation of emerging businesses from the existin g ones in the organization b) Creation of an R&D unit dedicated to develop technologies and solutions for new businesses c) Dedicate a new plant to the production of new products 3. A Blue Ocean Strategy is based on: a) The search of one or more profitable segments of customers within existing markets not yet properly targeted by incumbents b) The search for target customers different from those currently addressed by incumbents in a given segment c) The search for new market segments not yet targeted by incumbent s, because in a stage of development close to early emergence. 4. A source of differentiation advantage for a certain company can be: a) A distribution method for reaching the final customer b) The presence of a unique product feature, even if not perceived by the final customer c) A premium price on the products of competitors 5. In a multidomestic model of international expansion a) The relevance of local responsiveness is greater than the need of integrating common activities at global level b) The relevanc e of local responsiveness is greater than the need for duplicating activities in each country c) The relevance of local responsiveness is at its highest due to the strength of local competitors 6. What does a company Vision define? a) The products/services that the company produces and the customers it serves b) The ultimate reason for being of the company c) The ultimate aspirations of the company 7. Porter’s 5 forces are: a) Number of existing competitors, number of young companies in the market, number of substitute products, level of concentration of suppliers, level of concentration of buyers b) Intensity of internal rivalry, number of new entrants, threat of substitution, concentration of suppliers, concentration of buyers c) Intensity of internal rivalry, entry barriers, indirect competition, bargaining power of suppliers, bargaining power of buyers 8. In strategy roadmapping, strategic alternatives are assessed against the following conditions: a) The expected market growth and the expected p rofit margin of each alternative b) The expected economic impact and the expected implementation problems of each alternative c) The expected revenues and the expected costs of each alternative 9. Which is the typical advantage of platform based businesses compared to traditional businesses: a) A stronger focus on few differentiation advantages b) An easier access to complementary assets Lower costs thanks to the reduction of fixed costs 10. Which of the f ollowing statements related to the Resource Based View is correct: a) Competitive advantages depend primarily on the availability of intangible resources that are rare and not easily imitable b) Competitive advantages depend primarily on the availability of tang ible resources that are valuable, rare and not easy to imitate or substitute c) Competitive advantages depend on the availability of resources, both tangible and intenglible, as long as they are valuable, rare, not imitable or substitutable STARTUPS AND ENTREPRENEURIAL STRATEGY 1. Which of the following alternatives represents the type of data that can be used in a business plan for a startup company? 1. Market Data 2. Historical Data 3. Results of Lean startup tests 4. All the options above 2. Business Planning: a) Has traditionally been based on primary sources b) Can be replaced by the lean startup approaches c) Encompasses complementary disciplines and models d) Shall put significant emphasis on economic rather than financial analyses 3. Which of the fo llowing equations should be primarily checked by an entrepreneur to decide whether to continue with a project or to shut it down? a) Check if the CLV is much bigger than CAC. If CLV >> CAC, then the project can continue b) Check if the CAC is much bigger than CL V. If CAC >> CLV, then the project can continue c) Check if ROE is bigger than IRR. If ROE >> IRR, then the project can continue d) Check if IRR is bigger than ROE. If IRR >> ROE, then the project can continue 4. Which of the following alternatives best describes the “core” of a business plan for a startup company? a) Executive Summary b) Financial Plan c) Product & Services Section d) Strategic Plan 5. Which of the following options is not one exit strategy for a startup company? a) Trade sale b) IPO c) Write -off d) None of the options above MARKETING 1. Which of the following is NOT a benefit of segmentation: a) Effective design of the marketing levers b) Greater focus of company resources and professionals c) Fragmentation of distribution costs d) Reduction of risk 2. Which of the following is a c ompetitor -based pricing? a) Perceived value pricing b) Going -rate pricing c) Target return pricing d) Dynamic pricing 3. Which of the following does not represent a key role in the purchasing process in B2C markets ? a) The influencer b) The decider c) The initiatior d) The moderator 4. For positioning purposes, which advantage the value curve may have comparatively to the perception map? a) It can display both emotional and functional attributes b) It can account for more than two attributes c) You can include competitors into the analysis d) It displays the relative positioning 5. What is a branded house? a) A single identity that encompasses all products b) A strong brand at a level under the master brand c) Independent brand, which is overtly endorsed by a master brand d) Mu ltiple strong brands housed in a weak or unknown corporate entity