Page 58

19.

Which of the following is not one of the four overarching strategies to create and deliver value and to develop sustainable competitive advantages?

A. locational excellence B. customer excellence C. operational excellence D. product excellence E. planning excellence The four overarching strategies are locational excellence, customer excellence, operational excellence, and product excellence.

AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 02-01 Define a marketing strategy. Topic: Developing a Sustainable Competitive Advantage

20.

When Ramona, the keynote speaker at a major business leaders' conference, arrived in the middle of the night at the Ritz-Carlton, she was exhausted and her suit was wrinkled from her 10-hour plane trip. The night clerk found someone to dry clean Ramona's suit and have it ready for her morning presentation. She has been a loyal Ritz-Carlton customer ever since. In this example, Ritz-Carlton demonstrated the macro strategy of

A. customer excellence. B. operational excellence. C. product excellence. D. promotional excellence. E. global excellence. The Ritz-Carlton clerk went to extra trouble to offer excellent customer service, which is one way to pursue a customer excellence strategy.

AACSB: Knowledge Application Accessibility: Keyboard Navigation 2-57 Copyright Š 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

Profile for mansour.m83m

Test Bank for M Marketing 5th Grewal  

Test Bank M Marketing 5th Edition Grewal 2017 (Test Bank Download) (9781259446290) (1259446298). Instant access. All chapter are included. A...

Test Bank for M Marketing 5th Grewal  

Test Bank M Marketing 5th Edition Grewal 2017 (Test Bank Download) (9781259446290) (1259446298). Instant access. All chapter are included. A...