Exam 2: Developing Marketing Strategies and Plans

Another way to describe a supply chain, where companies partner with specific suppliers and distributors to ensure a smooth functioning of the system, is to call it a ________.

"What will we do if it happens?" is a question that managers typically ask while conducting a scenario analysis.

A written document that summarizes what the marketer has learned about the marketplace and indicates how the firm plans to reach its marketing objectives is called a vision statement.

Partner relationship management is now considered as a core skill fundamental to the development and maintenance of strategic alliances.

For an MBO (management by objectives)system to work, one of the four criteria that the unit's objectives must meet is that objectives must be stated quantitatively whenever possible.

The ________ is the last section of the marketing plan and spells out the goals and budget for each month or quarter, so management can review each period's results and take action as needed.

The traditional view of marketing works best in economies with many different types of people, each with individual wants, perceptions, preferences, and buying criteria.

The marketing plan, the central instrument for directing and coordinating the marketing effort, operates at ________ levels.

Mission statements are at their best when they reflect a ________.

Identify and give examples of the four major categories of strategic alliances.

________ allows the company to discover who its target markets are, how they behave, and what they need or want. It also enables the company to respond appropriately, coherently, and quickly to different customer opportunities.

In the cycle of complete strategic planning, taking corrective action is a part of ________.

Abbot Laboratories warehouses and delivers 3M's medical and surgical products to hospitals across the United States. The best description of this form of alliance would be a(n)________.

Activities involved in building deeper understanding of existing consumers and what the product offerings mean to them would be a part of ________.

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?

Most marketing plans conclude with a section that indicates how the plan will be implemented.

Competitors in a given industry can be identified by the similarities in their core competencies.

In the communication stage of the value creation and delivery sequence, marketing must determine specific product features, prices, and distribution channels.

Which of the following is an example of intensive growth?

A principle of the value chain is that every firm is a synthesis of activities performed to design, produce, market, deliver, and support its product.