Exam 2: Developing Marketing Strategies and Plans

Sales forecasts, expense forecasts, and break-even analysis are usually found in the section on financial projections in the marketing plan.

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?

The holistic marketing framework is designed to address three key management questions. Which of the following is one of those questions?

A marketing plan should open with a situation analysis.

Apex Corporation is one of the best in its industry in terms of costs and performance. Many companies in its industry will probably consider Apex as a ________.

Michael Porter's value chain would identify which of the following as a support activity?

While viewing businesses in terms of customer needs can suggest additional growth opportunities, a ________ tends to focus on selling a product or service to a current market.

The last step in the value creation and delivery sequence is ________ the value where the sales force, sales promotion, advertising, and other communication tools announce and promote the product.

In applying MBO (management by objectives)all objectives are treated as being equally important.

The key to utilizing organizational core competencies is to ________ that make up the essence of the business.

Good mission statements are essential to being a success in business. Describe the three major characteristics that good mission statements should have.

Contrary to popular belief, it is not possible to maximize sales and profits simultaneously.

Juan Garcia plans the daily promotional releases about his company's products and services. He can be described as a(n)________ planner.

Marketing plans are becoming more production oriented because of the high costs of doing business in today's economy.

If Xerox Corporation defined its scope of business as "making copying equipment", it can be classified as a marketing definition.

A(n)________ is when a company might seek new businesses that have no relationship to its current technology, products, or markets.

Which of the following elements of a marketing plan permits senior management to grasp the plan's major thrust?

During Jill's market research study, many customers indicated that traditional oven mitts made it very difficult to hold baking dishes, resulting in frequent spills. 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.

Briefly summarize the two views of the value delivery process that may be followed by organizations.

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