Exam 2: Developing Marketing Strategies and Plans

With respect to the core business processes,the ________ includes all the activities involved in researching,developing,and launching new high-quality offerings quickly and within budget.

When a business gets to know market segments intimately and pursues either cost leadership or differentiation within the target segment,it is employing a ________.

The traditional view of marketing is that the firm makes something and then sells it.

The customer relationship management process is all the activities involved in receiving and approving orders,shipping the goods on time,and collecting payment.

To keep their strategic alliances thriving,corporations have begun to develop organizational structures to support them and have come to view the ability to form and manage partnerships as core skills.This is called ________.

What questions would typically be asked during a market opportunity analysis (MOA)?

The ________ identifies nine strategically relevant activities that create value and cost in a specific business.

Good mission statements are essential to being a success in business.Describe the three major characteristics that good mission statements should have.

The ________ is a tool for identifying ways to create more customer value.

Marketing opportunities to supply something that is currently in short supply require significant marketing talent.

Explain what happens in a SWOT analysis during the strategic planning process.

A principle of the value chain is that every firm is a synthesis of activities performed to design,produce,market,deliver,and support its product.

The firm's success depends not only on how well each department performs its work,but also on how well the various departmental activities are coordinated to conduct core business processes.List and briefly describe the five core business processes outlined in the text.

Identify and give examples of the four major categories of strategic alliances.

Gerber serves primarily baby food.In choosing to focus on the baby market,Gerber is defining its competitive sphere on the basis of ________.

Apex Corporation is one of the best in its industry in terms of costs and performance.Many companies will probably use Apex as a ________.

Successful marketing requires having capabilities such as understanding,creating,delivering,capturing,and sustaining ________.

Which of the following is one of the five major characteristics of good mission statements?

Competitive advantage ultimately derives from how well the company has guarded its core competencies from theft by competitors.

The last step in the value creation and delivery sequence is ________ the value where the sales force,sales promotion,advertising,and other communication tools announce and promote the product.