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

The main section of the marketing plan most likely presents a detailed ________ analysis of the current marketing situation.

Amor, a successful brand of women's clothing, recently introduced a line of fitness equipment. This is an example of ________.

Arrow is "a different kind of company, manufacturing a different kind of a car"; the RoadPro is "like nothing else." Statements such as these reflect a firm's ________.

Customers can be grouped and served in various ways based on several factors. These include all of the following EXCEPT ________ factors.

What is a business portfolio? What are the steps involved in business portfolio planning?

Company growth through diversification involves offering modified or new products to the company's current markets.

According to the Boston Consulting Group approach, ________ serves as a measure of company strength in the market.

A SWOT analysis allows a marketer to evaluate the company's overall strengths, weaknesses, opportunities and threats.

The major activity in strategic planning is business portfolio analysis, whereby management evaluates the products and businesses that make up the company.

A mission statement is a document embodying an organization's short-term goals.

Within a company, who is most likely to perform strategic planning?

Mission statements should be market oriented.

Modern strategic planning ________.

What does a market segment consist of?

More and more, companies are shifting their brand management focus from brand profitability toward ________.

A company's broad mission leads to ________.

What is a value delivery network?

A product's position is the place it occupies relative to competitors' products in consumers' minds.

What are the various components of the value delivery network of a company?

Mission statements should ________ and be defined in terms of ________.