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

In the BCG growth-share matrix, question marks refer to products or businesses with a ________.

The product-market expansion grid, like the BCG matrix, is used to identify growth opportunities.

SBUs identified as cash cows need less investment than stars.

Which of the following is true of strategic planning in a firm?

Which of the following companies is using a divesting strategy?

What are marketing dashboards? How do they benefit marketers?

An organization's mission statement should emphasize its intentions toward customers and the customer experience the organization seeks to create.

Explain the term "value delivery network."

A ________ is made up of a company, its suppliers, its distributors, and its customers who partner with each other to improve the performance of the entire system.

What is a SWOT analysis? Why is it required?

In a SWOT analysis, ________ refer to unfavorable external factors or trends that may present challenges to performance.

Marketing dashboards are used to monitor strategic marketing performance.

________ refers to reducing the business portfolio by abandoning products that no longer fit the company's overall strategy.

Due to the limitations of the BCG and other formal portfolio planning models, many companies are placing responsibility for strategic planning in the hands of cross-functional teams of divisional managers who are close to their markets. In such organizations, strategic planning is ________.

Which of the following will most likely be included in the "price" component of a company's marketing mix?

Which of the following best describes market segmentation?

A company's customer value delivery network does not include members external to the organization.

The most common form of marketing organization is the product management organization.

Marketing ROI measures the profits generated by investments in marketing activities.

Raintree Developers has been measuring its marketing return on investment (or marketing ROI)to assess its marketing performance for the past few years. Explain why this method may not accurately reflect the company's performance and what Raintree can use to better estimate its performance.