Exam 2: Developing Marketing Strategies and Plans

Indicate the differences and similarities between the following terms: marketing plan,strategic marketing plan,and tactical marketing plan.

During Jill's market research study,many customers indicated that traditional oven mitts made it very difficult to hold cooking utensils,pots,and baking dishes,resulting in frequent spills and burns.Jill brought her findings to the research department,and her company leveraged its engineering and design competencies to develop a new hand-held hot-pad that allows for significantly greater dexterity in handling hot cooking implements,while protecting the cook from burns.This is an example of the ________ element of the holistic marketing framework.

To evaluate opportunities,companies can use market opportunity analysis (MOA)to determine the attractiveness and probability of success.

Partner relationship management (PRM)can be thought of as a corporation's development of structures that support strategic alliances and treat the formation and management of partnerships as a core skill.

MasterCard and Visa may team up with university alumni associations to offer affinity credit cards that typically display an iconic image associated with the university on the card itself and may include an incremental donation program associated with purchases made using the card.The best description of this form of alliance would a ________.

Another name for a company's value delivery network is "the intermediary team."

A ________ of a business focuses on selling a product or service to an existing market.

The customer's ________ reflects existing and latent needs and includes dimensions such as the need for participation,stability,freedom,and change.

Competitors find it hard to imitate companies such as Southwest Airlines,Dell,or IKEA because they are unable to copy their ________.

When a customer places an order at BookBox.com,the company processes the customer's payment information,sends the order to the nearest warehouse,and ships the order via FedEx.This is best described as the ________.

Procurement,technology development,human resource management,and firm infrastructure are handled in certain specialized departments and are called ________.

The ________ lays out the target markets and the value proposition that will be offered,based on an analysis of the best market opportunities.

When it was first launched,Google's paid search platform represented a new strategy for revenue generation on the Internet.This is an example of innovation along which of the following dimensions?

Today,the "mass market" is actually splintering into numerous ________,each with its own wants,perceptions,preferences,and buying criteria.

A clear,thoughtful mission statement provides employees with a shared sense of purpose,direction,and ________.

The new-offering realization process involves all activities in defining target markets and prospecting for new customers.

The first step in the business unit strategic-planning process deals with which of the following?

With respect to the core business processes,the ________ is considered to be all the activities involved in defining target markets and prospecting for new customers.

Briefly summarize the two views of the value delivery process that may be followed by organizations seeking to gain business from consumers.

Once Starbucks had established itself as a presence in thousands of cities internationally,the company sought to increase the number of purchases by existing customers with a ________ strategy that led to new in-store merchandise,including compilation CDs and high-speed wireless access.