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

Alpha Motors offers "Green automobiles for a greener world." This refers to the ________ of Alpha automobiles.

What is a strategic business unit (SBU)?

What is a growth-share matrix? Discuss the BCG growth-share matrix.

Which of the following is NOT an example of product-oriented mission statements?

Since companies want to work together to attract customers, marketers do not need to practice partner relationship management.

A SWOT analysis allows a marketer to evaluate the company's overall strengths, weaknesses, opportunities and threats.

Operating control involves checking ongoing performance against the annual plan and taking corrective action when necessary.

A mission statement serves as a ________.

Emerson Studios has designed its marketing organization along the lines of a ________ organization in which operational specialists head different marketing activities.

________ refers to activities that communicate the merits of the product and persuade target customers to buy it.

Which of the following is true of the BCG matrix approach?

What is SWOT analysis?

How do marketers measure return on marketing investment? Why is this figure difficult to assess?

A company can ________ an SBU by selling it or phasing it out and using the resources elsewhere.

________ measures the profits generated by investments in marketing activities.

In a SWOT analysis, ________ include favorable trends in the external environment.

What is a marketing strategy? How do marketing strategies help firms?

Which of the following is the first step in strategic planning?

Marketing control involves four steps including all the following EXCEPT ________.

Which of the following is true with regard to cash cows?