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

ToyBox is a toy manufacturer based in the United Kingdom.Which of the following indicates that the company is following a market penetration strategy?

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

In a SWOT analysis,which of the following would most likely be considered a strength of a company?

Ainsworth is a toy manufacturer based in Australia.Which of the following most likely indicates that Ainsworth is following a diversification strategy?

Holiday Inn divided the total customer market into smaller segments and selected the most promising segments.Deciding what position it wants to occupy in these segments is called diversification.

________ refers to reducing the business portfolio by abandoning products that no longer fit the company's overall strategy.

SBUs identified as cash cows need less investment than stars.

What is a business portfolio? How does a company typically conduct a portfolio analysis?

In the marketing mix,product refers to the goods and services the company offers to the target market,while promotion refers to advertising.

RedInk,a company that manufactures office furniture,is based in Bodonia.It is looking to sell its current products in other countries as well.The company identifies the country of Soleria as a good option because the cultures and tastes of consumers in the two countries are similar.This is an example of a strategy for ________.

Which of the following criteria provides a measure of market attractiveness in the Boston Consulting Group approach?

EcoBean,a chain of cafes,has introduced a Special Shopper Card that allows customers to pay in advance for coffee and snacks.This effort by EcoBean management is most likely an example of ________.

Which of the following groups is included in a company's value chain?

Marketing ROI measures the profits generated by investments in marketing activities.

Kawaii Electronics sells air conditioning systems for office buildings.The company's marketing department is currently structured as a functional organization.However,Kawaii is considering changing the structure to either a product management or a customer management organization.In a brief essay,describe each type of organization: functional,product management,and customer management.What are the advantages and/or disadvantages of each structure for Kawaii? Which structure do you recommend for Kawaii? Why?

Both market penetration strategies and market development strategies primarily involve ________.

When a company chooses to divest a particular strategic business unit,it ________.

Which of the following best describes a marketing department with a functional organization?

Traxx is a newly emerging shoe manufacturing company.After extensive market research,Traxx divides its market into professional athletes,"hobbyists" or amateur players,and people who wear shoes as part of their casual attire.Each category has its own needs,traits,and marketing goals.In this scenario,Traxx has engaged in market ________.

Many SBUs start out as stars and move into the question mark category if they succeed.