Exam 2: Developing Marketing Strategies and Plans

Which of the following terms matches to the phrase "it is a single business or collection of related businesses that can be planned separately from the rest of the company"?

One of the key questions to ask in evaluating a marketing plan is whether the plan is simple or not.

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

A core competency is usually common among competitors in a given industry.

Companies normally measure their profit performance using ROI;however,this approach suffers because profits are arbitrarily measured and subject to manipulation.

Critics of Nike often complain that its shoes cost almost nothing to make,yet cost the consumer so much.Identify the elements of providing and communicating value that add to Nike's cost structure and result in the high price of Nike's shoes.

Holistic marketers achieve profitable growth by expanding customer share,________,and capturing customer lifetime value.

We can say that a ________ has three characteristics: (1)It is a source of competitive advantage in that it makes a significant contribution to perceived customer benefits; (2)it has applications in a wide variety of markets;and (3)it is difficult for competitors to imitate.

Most large companies consist of four organizational levels: the ________,the division level,the business unit level,and the product level.

A good way to describe the ________ would be to discuss all the activities involved in building deeper understanding,relationships,and offerings to individual customers.