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

The process of evaluating each market segment's attractiveness and selecting one or more segments to enter is known as ________.

An American airline company started a grocery chain in Australia. This is an example of product development.

Most standard portfolio analysis methods evaluate SBUs on the ________.

A mission statement is a document embodying an organization's short-term goals.

The network made up of the company, its suppliers, its distributors, and, ultimately, its customers who partner with each other to improve the performance of the entire system is known as the ________.

Berman Electronics, a chain of appliance stores in North America, caters to a wide range of customers. It has a marketing organization in which different operational specialists head different marketing activities. Berman Electronics is a(n) ________.

The best business portfolio is the one that ________.

Rob has been asked by his manager to identify a group of potential customers who would respond in a similar way to a given set of marketing efforts. In this instance, Rob has been asked to identify a ________.

Making more sales to current customers without changing a firm's products is known as ________.

Which of the following is NOT something a company must determine when analyzing its current business portfolio?

All of the following steps pertain to the marketing control process EXCEPT ________.

Which of the following best describes a strategic business unit?

Describe the most common forms of marketing organizations.

Arrow is "a different kind of company, manufacturing a different kind of a car"; the RoadPro is "like nothing else." Statements such as these reflect a firm's ________.

What does a market segment consist of?

A company's broad mission leads it to develop all of the following EXCEPT ________.

A marketing plan begins with a(n) ________, which presents a brief summary of the main goals and recommendations of the plan for management review.

RedFin manufactures diving equipment that is highly regarded by customers worldwide. Each department in RedFin contributes to its success and can be thought of as a(n) ________.

Within a company, who is most likely to perform strategic planning?

The major activity in strategic planning is business portfolio analysis, whereby management evaluates the products and businesses that make up the company.