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

The ________ program presents the special marketing programs designed to achieve the business objectives.

The marketing manager at a small sports retail chain has conducted a marketing analysis.He has investigated the company's internal resources and situational factors,as well as factors and trends in the competitive sports retail chain market.Which of the following has he completed?

The image of a product in the minds of consumers is called market segmentation.

The BCG growth-share matrix classifies four types of SBUs.They are ________,________,________,and ________.

Revlon has clearly defined its 'mission' of selling lifestyle and self-expression.In order for the firm to launch its strategic plan,the mission needs to be turned into detailed ________ that guide each level of the company.

Under the ________ organisational format of marketing departments,different marketing activities are headed by a specialist such as a sales manager,advertising manager,marketing research manager,or customer-service manager.

________ organisation allows salespeople to settle into a territory,get to know their customers and their specific needs,and work with a minimum of travel time and cost.

The term,SWOT,is an acronym (i.e.a new word made from the first letter of each word in a sequence or words or a phrase)for which of the following words or phrases?

Marketing ________ is the process of measuring and evaluating the results of marketing strategies and plans and taking corrective action to ensure that marketing objectives are attained.

A marketing manager is busy working with other managers evaluating the products and businesses making up their company.He is engaged in ________.

Marketing ________ is the process that turns marketing strategies into marketing actions in order to accomplish strategic marketing objectives.

A mission statement is a statement of the organisation's ________,that is,what it wants to accomplish in the wider operating environment.

A marketing manager has identified a group of potential customers who seem to respond in a similar way to a series of magazine and radio advertisements for his company's product.He has identified a(n)________.

Mission statements should be realistic and general in nature.

In SWOT analysis,strengths and weaknesses refer to a firm's internal environment,while opportunities and threats refer to the external environment.

Since its inception in 1886,the Coca Cola Group has always been associated with the manufacture and sale of flavoured,carbonated beverages.However,in recent years,the sale of carbonated beverages has been exhibiting long-term decline,forcing the company to investigate new products to add to its portfolio.Today,Coca Cola is active in fruit juices,sports drinks,energy drinks,ready-to-drink tea and coffee,still and sparkling mineral waters and vitamin waters.Coca Cola's move into a more diverse range of beverages is an example of ________.

The growth strategy of diversification involves offering modified or new products to current markets.

Which of the following is NOT a step in the marketing control process?

The first step in strategic planning is to ________.

As a company's different functions work to produce value for consumers,the marketing department of a firm should take the ________ point of view.