Exam 2: Developing Successful Organizational and Marketing Strategies

Diversification analysis refers to

Alcatel offers a simple cell phone with calling and an FM radio for use in most international markets. This an example of Alcatel's

Apple launched the iPhone in 2007, had very strong sales, and its market share now exceeds 56 percent. The global smartphone market is expected to grow at an annual rate of 1-2 percent, slowing significantly since 2015. Although Apple's iPhone SBU was once a star, it seems to be becoming a

A campus service organization annually raises money through the sale of T-shirts. What are the major components of the marketing program it should use to increase sales? Give at least one example of each.

What is the purpose of the evaluation phase of the strategic marketing process? How is it accomplished?

Seeking to obtain as high a financial return on their investments (ROI) as possible, firms will often set ________ goals.

Figure 2-5 -Quadrant A in Figure 2-5 above represents the marketing strategy of

An approach whereby an organization allocates its marketing mix resources to reach its target markets and achieve a competitive advantage is

Figure 2-1 -In Figure 2-1 above, Box A represents the ________ that oversees the three levels of strategy in an organization.

A technique that helps a firm search for growth opportunities from among current and new markets as well as current and new products is

The two major aspects of the evaluation phase of the strategic marketing process are

Points of difference refer to

The Boston Consulting Group (BCG) has given specific names and descriptions to the four resulting quadrants in its growth-share matrix based on the amount of cash they generate for or require from the organization. Question marks are SBUs that are classified as having

The initial step in the planning phase of the strategic marketing process involves

A competitive advantage refers to

What is the difference between a marketing strategy and a marketing tactic?

A situation analysis requires a firm to consider the external forces and trends that affect it, either favorable or unfavorable. Which scenario is an example of an external force?

The strategic marketing process involves three phases: planning, implementation, and

Figure 2-4In Figure 2-4 shown above, a representation of the BCG business portfolio analysis, SBUs found in quadrant D would be called

Netflix is a company that delivers DVD movies and television programming to consumers either by mail or streaming over the Internet. It faces many competitors, but continues to grow both in the United States and abroad. Part of what has driven success in recent years is its original content, with movies and shows like Bird Box and Stranger Things, popular programming that cannot be seen elsewhere. Its original content provides Netflix's