1. Planning and goals (Connect, Perform) 1. In the planning process, what is the role of strategic goals and plans? A. Sets purpose of business B. Guides day-to-day activities C. Sets company direction D. Links strategy and operations 2. Twitter is a publicly traded company that generates revenues primarily by selling advertising to businesses and licensing user data. Twitter’s 3,900 employees around the world serve 320 million active users who generate 1 billion unique visits to sites with embedded Tweets each month. The company’s mission? Twitter exists “to give everyone the power to create and share ideas and information instantly, without barriers.” A company’s strategic goals specify a direction for accomplishing the company’s mission. Which one of the following would be an appropriate strategic goal for Twitter? A. Strengthen the core user base usage by time spent on timeline, content generation, and mobile engagement B. Increase usage by professional and citizen journalists by 50% C. Update the profile experience on the iPhone with an increased focus on bios, tweets, and photos D. Increase internal capacity to meet client requests for engineered predictive models and algorithms on massive scale data sets by 20% by the start of the second quarter 3. Tactical goals link a company’s strategy with its operations. Which of the following would be an appropriate tactical goal for Twitter? A. Launch special #NFL Timeline: users can see NFL-related Tweets from people in their network, along with relevant Tweets from teams, players, coaches, press, fans, and celebrities B. Increase advertising revenue per 1,000 timeline views by 83% to $1.77 million C. Strengthen the core user base usage by time spent on timeline, content generation, and mobile engagement D. Add product listing and order functionality for tailored audience, targeting product to Twitter Ads webpages by November 15   2. Strategic management (Connect)   © Shutterstock Images Choose the best answer to complete each sentence. 1. Simply having a strategy does not ensure success -------------------- (A. effective diversification, B. a distinctive competence, C. Contingency planning, D. an effective strategy) requires actually implementing a strategy in a way that leads to the desired results. 2. When setting its --------------- (A. resource deployment B. business level strategy C. corporate level strategy D. scope) the company is primarily trying to decide how it will compete against other companies in the same market.

1. Planning and goals (Connect, Perform)

1. In the planning process, what is the role of strategic goals and plans?

A. Sets purpose of business

B. Guides day-to-day activities

C. Sets company direction

D. Links strategy and operations

2. Twitter is a publicly traded company that generates revenues primarily by selling advertising to businesses and licensing user data. Twitter’s 3,900 employees around the world serve 320 million active users who generate 1 billion unique visits to sites with embedded Tweets each month. The company’s mission? Twitter exists “to give everyone the power to create and share ideas and information instantly, without barriers.”

A company’s strategic goals specify a direction for accomplishing the company’s mission. Which one of the following would be an appropriate strategic goal for Twitter?

A. Strengthen the core user base usage by time spent on timeline, content generation, and mobile engagement

B. Increase usage by professional and citizen journalists by 50%

C. Update the profile experience on the iPhone with an increased focus on bios, tweets, and photos

D. Increase internal capacity to meet client requests for engineered predictive models and algorithms on massive scale data sets by 20% by the start of the second quarter

3. Tactical goals link a company’s strategy with its operations. Which of the following would be an appropriate tactical goal for Twitter?

A. Launch special #NFL Timeline: users can see NFL-related Tweets from people in their network, along with relevant Tweets from teams, players, coaches, press, fans, and celebrities

B. Increase advertising revenue per 1,000 timeline views by 83% to $1.77 million

C. Strengthen the core user base usage by time spent on timeline, content generation, and mobile engagement

D. Add product listing and order functionality for tailored audience, targeting product to Twitter Ads webpages by November 15

2. Strategic management (Connect)

© Shutterstock Images

Choose the best answer to complete each sentence.

1. Simply having a strategy does not ensure success --------------------

(A. effective diversification,

B. a distinctive competence,

C. Contingency planning,

D. an effective strategy)

requires actually implementing a strategy in a way that leads to the desired results.

2. When setting its ---------------

(A. resource deployment

B. business level strategy

C. corporate level strategy

D. scope)

the company is primarily trying to decide how it will compete against other companies in the same market.