Exam 2: Developing Marketing Strategies and Plans

McDonald's has often teamed up with Disney to offer products related to current Disney films as part of its meals for children.The best description of this form of alliance would a ________.

If you wanted to find out more about target markets and the organization's value proposition,which of the following types of plans would most likely contain information that might be useful to you in your quest?

Intel's breakthrough "Intel Inside" marketing campaign built awareness of the brand in an attempt to improve perceptions of ________ and differentiate its chips from those of other competing manufacturers.This strategy allowed Intel to charge PC manufacturers a premium for its chips.

With respect to core business processes,the ________ includes all the activities involved in gathering market intelligence,disseminating it within the organization,and acting on the information.

Over the past 10 years,Cisco Systems has drastically reduced its number of suppliers and aligned itself more closely with its remaining suppliers for each of its product-based teams.How might this have helped Cisco improve its new-offering realization process?

From its origins as an animated film producer,Walt Disney Company has moved into licensing characters for merchandised goods and developed theme parks and vacation and resort properties.What strategy best describes Disney's growth?

Describe what happens in scenario analysis and explain why firms such as Royal Dutch/Shell Group use the technique.

Market-driven organizations tend to excel in three distinctive capabilities: ________,customer linking,and channel bonding.

The traditional view of marketing begins with a first step called strategic marketing.

Netflix,the pioneer online DVD rental service,has several ________,including fast delivery and a deep catalogue of titles for customers to choose from.

Harvard professor Ted Levitt argues that ________ of a business are superior to ________.

With respect to value delivery,________ allows the company to handle complex relationships with its trading partners to source,process,and deliver products.

Which of the following is best described as a market-oriented business definition?

If a firm pursues a ________ strategy,it must be good at engineering,purchasing,manufacturing,and physical distribution.

An environmental threat is a challenge posed by an unfavorable trend or development that would lead,in the absence of defensive marketing action,to lower sales or profit.

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

One conception of holistic marketing views it as "integrating the value exploration,________,and value delivery activities with the purpose of building long-term,mutually satisfying relationships and coprosperity among key stakeholders."

Porsche makes only expensive cars and Gerber serves primarily the baby market.Which of the major competitive spheres within which a company can operate matches most closely to these two companies?

The marketing plan is the central instrument for directing and coordinating the marketing effort.

If a company sought to expand the number of existing products sold to its current markets,it would use an integrative growth strategy labeled as "market-penetration strategy."