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

Ravenshaw Corp. assigns its sales and marketing people to specific countries, regions, and districts. Ravenshaw Corp. is most likely an example of a ________.

Which of the following is a portfolio-planning tool for identifying company growth opportunities through market penetration, market development, product development, or diversification?

Mission statements should be defined in terms of ________.

Marketing ________ addresses the what and why of marketing activities, while marketing ________ addresses the who, where, when, and how.

Omega Inc. makes lightweight sunglasses with 100-percent UV protection for people who love to hunt, hike, and ride bikes. The company's long-term plans include the development of lenses that, in addition to protecting users from UV rays, would help reduce lens spotting through effective water-sheeting methods. This new feature would be valuable to people who fish. Given the rising popularity of recreational fishing in the United States, Omega products clearly have a huge market potential. In terms of a SWOT analysis, Omega has recognized a market ________.

What are the various components of the value delivery network of a company?

Orion Inc. operates in many industries, including pharmaceuticals and food products. The company's goal is to create "abundant and affordable food for all and a healthy environment." This represents Orion's ________.

Cleats, Unlimited developed a new style of soccer shoe. This is an example of ________.

________ are low-growth, high-share businesses/products that need less investment to hold their market share.

According to the Boston Consulting Group approach, ________ provides a measure of market attractiveness.

Which of the following is NOT an element of the marketing mix?

Which of the following is NOT part of a company's decision about which customers it will serve and how?

What does marketing ROI measure?

Paul Robinson 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 ________.

The major activity in strategic planning is product innovation.

What is a value delivery network?

A company's mission could appropriately be stated as "making more sales or profits."

Which of the following is true with regard to a SWOT analysis?

Define strategic planning. Discuss the steps involved.

The managers of Alfredo's Pizza, a popular pizzeria in New York City, have been increasingly encouraging senior citizens to visit the pizzeria's numerous outlets spread across the city. Anticipating a rise in the population of senior citizens in the area, the management of Alfredo's Pizza is seeking to tap into this promising segment that consists of retired, affluent consumers. In this instance, the managers of Alfredo's Pizza are anticipating company growth through ________.