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

During the late 1990s and early 2000s,skincare companies began to notice that the number of men using skincare products had increased dramatically.In an effort to leverage this trend,L'Oreal launched a new range known as L'Oreal Men Expert in 2005.This is an example of ________.

In the BCG approach to portfolio planning,________ are high-share,high-growth businesses or products.They need heavy investment to finance rapid growth.When their growth slows down,they turn into ________.

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

Mission statements should both fit the market environment and be motivating.

________ is the place a product occupies in the consumer's mind relative to competitors' products.

A marketing manager is constantly involved in evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are attained.His current work is most accurately classified as ________.

The main components of a marketing plan are the executive summary,current marketing situation,threats and opportunities,objectives and issues,marketing strategies,action programs,budgets and controls.

In a SWOT analysis,which of the following refers to factors in the external environment?

Marketers find it very difficult to develop appropriate metrics for return on marketing investment (marketing ROI).

________ should be market oriented and defined in terms of ________.

The ________ organisational system's main advantage is that the company is organised around the needs of specific market segments.

The marketing department alone cannot produce superior value for customers.

The activity whereby management evaluates the products and businesses that make up the company is known as business ________ ________.

In the four Ps of the marketing mix,design,packaging,services and variety all fall under the category of ________.

A sound marketing strategy begins with ________.

When the makers of a ballpoint pen state they are in the communication equipment business,they are defining their mission too ________.

Marketing strategy consists of specific strategies for ________ markets,marketing mix and marketing expenditure level.

In a visual representation of the marketing process,which of the following should appear in the centre?

Companies with many different products or brands often create a ________ management organisation.

For companies that sell one product line to many different types of markets with different needs and preferences,a ________ management organisation is often used.