Management Engineering - Strategy and Marketing

Multiple choice test

Strategy & Marketing Academic Year: 2021 -2022 Prof. xxx September 7th, 2022 Examination Session Time allowed: 30 minutes 1. Which is a typical characteristic of the development of digitally based disruptions? a) Companies clearly focus on cost and differentiation advantages b) Companies requires complementary assets for their innovation c) Companies can adopt a trial -and -error approach with low investments 2. What does ambidexterity refer to? a) The separation of emerging businesses from the existing 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. The Business Model Canvas is: a) A powerful tool for visualizing existing or potential business models of a company b) A decision support system for selecting resources and activities to sustain the competitive advantage c) A model for valuing the potential profit coming from a new business idea 4. A source of cost advantage for a certain company can be: a) The preferential access to raw materials b) The presence of a patent for the production process c) Both of the above 5. Which of the following actions best describes the domain of business strategy: a) The acquisition of a startup or innovative small company b) Those de cisions that lead to significant cost reduction and/or significant differentiation compared to the competitors c) Those decisions that define the industry/market in which the company should invest 6. In Porter’s 5 forces framework, substitute products refer to: a) Only those products that satisfy the same customer needs, have lower performance and lower cost b) Only those products that satisfy the same customer needs, and belong to a different product category c) Only those products that satisfy the same custome r needs, have higher performance but lower cost compared to the company’s product 7. Which of the following measures is a proxy of competitive rivalry in Porter’s 5 forces framework? a) The number of companies operating as suppliers in the industry b) The level of market concentration c) The existence of substitute product or services in the industry 8. The ERRC Framework is used to a) Purposively cut the trade -off between perceived value from the customers and cost of the activities behind a certain performance b) Design a successful business model based on the principles of Blue Ocean Strategy c) Evaluate the performance of the focal company against competitors, discovering those performance which can be modified/added in order to better fit with the needs of a new set of customers 9. In an M&A, potential synergies are related: a) Only to revenue enhanc ements and cost savings achieved through the integration of the target b) Also to the chance to renegotiate the debt and/or to exploit financial synergies between the acquirer and the target c) Only to the presence of assets (tangible or intangible) that can be shared between the acquirer and the target 10. The VRIN model a) Is used to assess the presence of relevant assets in an M&A, as a pre -requisite for defining the acquisition price b) Supports the strategizing process of a company willing to explore new areas where to expand its business c) Is based on the assumption that only those items that go through all the stages of the model can create a sustainable competitive advantage for a given company d) Requires the company to start from the list of its existing core re sources and competences 1. Which of the following is a limit of the segmentation by products approach: a) It is simplistic b) It is complex to perform c) It requires statistical -mathematical techniques and algorithms d) It increases distribution costs 2. A customer journey can be defined as : a) A way to connect with people who previously interacted with your website or digital property b) Embodiments of a company’s target segment c) The steps the customers go through in engaging with a brand d) The set of activities the company needs to perform to meet customer expectations at each touchpoint 3. Which of the following is NOT an objective of positioning: a) Understand the relative importance of customers purchase criteria b) Assess consumers’ perceptions toward com petitors’ offering c) Find free spaces in the market where to place the company offer d) Show the superiority of the company products and services 4. Whic h of the following is NOT a category of Consumer Products: e) Convenience Goods f) Shopping Goods g) Regular Goods h) Unsought Goods 5. Which, among the following, is a benefit of e -commerce? a) Synergies in marketing efforts - b) Direct interaction with final customers c) Cooperative relationships d) Value -add of sales 9. To be able to generate and identify innovations a company should: a) Adopt an open innovation approach because the innovation is costly and risky b) Adopt an open innovation approach because companies need to improve their attitude to innovation c) Adopt an open innovation approach to give independence to their R&D 66. Which of the following IS NOT a critical success factor for strategic positioning: a. Segment the market and identify a specific target b. Ensure enough flexibilit y to respond and adapt to future market trends c. Offer a durable advantage that can be sustained over time 63. In the Business Model Canvas the “Revenue Streams” building block: a) Requires the company to assess the potential amount of revenues for the next thr ee years based on the drafted business model b) Evaluates the size of the addressable market that is foreseen to become the actual market for the drafted business model c) Investigates the potential sources of revenues and the different forms (upfront sale, rent al, …) they might assume for the drafted business model d) Is connected to the “Cost Structure” building block, determining the pricing model (cost plus, …) the company wants to use for the drafted business model 34. Which of the following is NOT a heuristic method to segment a market? a) Successive elimination approach b) Two -phase approach c) Nested approach d) Cluster analysis 35. What is a house of brands? 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) Multiple strong brands housed in a weak or unknown corporate entity