Which of the following BEST describes functional strategy?
A) A strategy for determining the firm's overall attitude toward growth and the way it will manage its businesses or product lines
B) A strategy at the business-unit or product-line level that focuses on improving a firm's competitive position
C) A strategy by which managers in specific areas decide how best to achieve corporate goals through productivity
D) A strategy that assists first line managers in making day-to-day decisions about motivating employees
E) A strategy that integrates an organization's marketing goals into a cohesive whole by focusing on the ideal product mix to achieve maximum profit potential
Answer: C
Explanation: C) At the level of functional strategy, managers in specific areas such as marketing, finance, and operations decide how best to achieve corporate goals by performing their functional activities most effectively.
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Brand salience ________
A) is customers' emotional responses and reactions with respect to the brand B) is how often and how easily customers think of the brand under various purchase or consumption situations C) is how well the product or service meets customers' functional needs D) describes the extrinsic properties of the product or service, including the ways in which the brand attempts to meet customers' psychological or social needs E) describes the relationship customers have with the brand and the extent to which they feel they're "in sync" with it
What is the key lesson behind Chapter 10's opening scenario on Justine Sacco and her experiences with Twitter?
A) Social media giveth, and social media taketh away. B) Twitter can be an excellent career-building tool. C) Public relations professionals should avoid social media. D) Facebook would have been a smarter choice in this case.