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

What does the term value delivery network mean? Explain.

The best- known product portfolio planning method was developed by .

Which of the following is the marketing logic by which a company hopes to achieve profitable customer relationships?

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

The process of customer- driven marketing involves which of the following?

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

What is business portfolio planning? Discuss how a company might use the Boston Consulting Group's product portfolio analysis method.

should be market oriented and defined in terms of _ .

Paul Pendergraff 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.Paul has identified a(n).

Four marketing management functions are analysis,planning,implementation,and control.

Which of the following is NOT a step in the strategic planning process?

Refer to the scenario below to answer the following questions. Fun- Spot Fun Park began as a small amusement park in 1985.With nothing more than a merry- go- round,a slide,pony rides,and an ice cream stand,Fun- Spot grew into a popular family attraction with 20 rides,a restaurant,and an outdoor performing arts theater. "My wife,Gail,and I didn't know what we were getting into," commented Ron Hart,the owner."We just knew that weekenders coming to the lakes in our rural area represented an untapped market." Today,thousands of visitors flock to Fun- Spot: families,children of all ages,and even senior citizens who enjoy strolling through the gardens and arbor. "There's something here for everyone," Gail Hart said with a smile."Dozens of companies hold annual company picnics here.We have welcomed class field trips.And we even had one wedding here at the park!" "Here's the funny thing," Ron chimed in."We really don't know why we've been so successful.There is nothing else like Fun- Spot Fun Park in the area.We were just lucky." "I think it's the ambience of the park that has brought so many visitors," Gail added."We provide a 'total package' of entertainment.Plus,we try to change our rides and various attractions from time to time for variety" Ron and Gail Hart admitted that making every visitor happy is a priority."That has always been our philosophy," they said."Like it says on the entrance to the park,'We're here to make you happy!' And we've always been able to deliver on that because we've never allowed ourselves to grow too big too quickly." -Ron and Gail plan to lower prices in an effort to encourage customers to stay longer,visit more often,and spend more money during each visit.What type of strategy are Ron and Gail planning?

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

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

Which of the following can be a company division,a product line within a division,or sometimes a single product or brand?

What type of strategy should a company use to manage its cash cows?

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

A market segment consists of consumers who respond in different ways to a given set of marketing efforts.

Walmart,the world's largest retailer,has successfully launched its stores in Mexico,Canada,the U.K. ,Germany,and other nations.This is an example of how Walmart is pursuing as a growth strategy.

Which of the following would NOT be useful in determining marketing ROI?