Exam 2: Company and Marketing Strategy: Partnering to Build Customer Relationships

When designing business portfolios, most companies are well advised to add a broad range of products and businesses to their organization.

In the BCG matrix, income from ________ can be used to help finance the company's question marks and stars. dogs SBUs cash cows sales revenue overseas operations

How might the BCG matrix represent a life cycle?

The four marketing management functions are analysis, planning, implementation, and control.

Into what BCG quadrant does a high-share, high-growth SBU fall?

Revlon has clearly defined its "mission" of selling lifestyle and self-expression.In order for the firm to launch its strategic plan, the mission needs to be turned into detailed ________ that guide each level of the company. sets of strategies sets of tactics sets of product mixes supporting objectives sets of promotional tools

Which of the following measures the profits generated by investments in marketing activities? SWOT analysis marketing audits executive summaries marketing ROI budgets

A value delivery network includes __________. employees within the company different departments in the company the company and its suppliers, distributors and customers consumers distributors and consumers

In the four Ps of the marketing mix, promotion refers solely to advertising.

After management has identified the key businesses making up its company, what is the next step? Identify businesses in which to invest. Assess the attractiveness of its SBUs. Decide whether to harvest any businesses. Complete short-range planning. Complete SBU identification.

In the four Ps of the marketing mix, design, packaging, services, and variety all fall under the category of ________. product price promotion place position

Explain why, according to the authors of your text, the four Ps concept of the marketing mix takes a seller's view of the market, not the buyer's view.How should marketers consider the buyer's view?

The four Ps concept takes the seller's view of the market.

In SWOT analysis, strengths and weaknesses refer to a firm's internal environment, while opportunities and threats refer to the external environment.

Scenario Fun-Spot Fun Park began as a small amusement park in 1985.Starting with nothing more than a merry-go-round, a slide, pony rides, and an ice cream stand, Fun-Spot grew into a popular family attraction with 20 rides, a restaurant, and an outdoor performing arts theater. My wife, Gail, and I didn't know what we were getting into," commented Ron Hart, the owner."We just knew that weekenders coming to the lakes in our rural area represented an untapped market." oday, thousands of visitors flock to Fun-Spot-families, children of all ages, and even senior citizens who enjoy strolling through the gardens and arbor. There's something here for everyone," Gail Hart said with a smile."Dozens of companies hold annual company picnics here.We have welcomed class field trips.And we even had one wedding here at the park!" Here's the funny thing," Ron chimed in."We really don't know why we've been so successful! There is nothing else like Fun-Spot Fun Park in the area.We were just lucky." I think it's the ambience of the park," Gail added, "that has brought so many visitors.We provide a 'total package' of entertainment.Plus, we try to change our rides and various attractions from time to time." on and Gail Hart admitted that making every visitor happy is a priority."That has always been our philosophy," they said."And we've always been able to deliver on that because we've never allowed ourselves to grow too big too quickly." Describe two critical factors affecting the strategic plan at Fun-Spot.

In a SWOT analysis, which of the following would be considered a strength? internal limitations trends in the market favorable factors in the environment factors that challenge the company's performance internal resources

Why is marketing analysis such an important part of marketing management?

Saturn is "a different kind of company, a different kind of a car"; the Hummer is "like nothing else." These statements reflect a firm's ________. product portfolio target markets market positioning strategy market niche

Give a situation in which the suggested strategy for a dog might be to divest.

The marketing control process entails the following steps in order: setting goals, ________, evaluating performance, and ________. evaluating goals; measuring performance achieving goals; measuring performance taking corrective action; measuring performance measuring performance; taking corrective action taking corrective action; following up