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

In the BCG matrix,'dogs' by definition are businesses or products that do not generate enough cash to maintain themselves.

In the BCG matrix,income from ________ can be used to help finance the company's question marks and stars.

Though companies need to grow to compete effectively and satisfy their stakeholders,growth itself should not be a company's objective.

In spite of its many obvious benefits,not all companies use strategic planning.

Which of the following measures the profits generated by investments in marketing activities?

________ involves looking at whether a company's basic strategies are well matched to its opportunities.

In the BCG approach,the most likely candidate for divestment decisions is a ________.

Ensuring that the company achieves the sales,profits and other goals set out in its annual marketing plan is the purpose of ________.

Disney is identifying and developing new market segments for its theme parks.Disney is exploring possibilities for ________.

A company with limited resources would probably decide to serve all segments of a market.

Most companies today enter a new market by serving a ________;if this proves successful,they ________.

The beverage,Lucozade,was originally marketed as a nutrient rich beverage that was easily tolerated by a fragile or distressed digestive system.Sick children were the intended consumers for the initial product.Eventually,Lucozade was rebranded and repositioned as a beverage for active persons,with athletes becoming the primary target market.Lucozade's ability to find a new market for its existing product is an example of ________.

Evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are attained is called ________.

________ entails reducing the business portfolio by eliminating products that no longer fit the company's overall strategy.

When designing business portfolios,most companies are well advised to add a broad range of products and businesses to their organisation.

Through annual marketing planning,the company decides what it wants to do with each business unit.

All of the following are accurate guidelines for a company's mission statement EXCEPT which one?

A marketing director is looking at whether her company's strategies are well matched to its opportunities.She is utilising ________.

The text suggests that instead of thinking of selling products,marketers would be wise to take the customer's view and think of ________.

The final step in the marketing control process is taking corrective action to close any gaps between goals and performance.