Exam 2: Developing Successful Organizational and Marketing Strategies

A planning gap is the difference between the projection of the path to reach a new sales revenue goal and the projection of the path of a plan already in place. The ultimate purpose of the firm's marketing program is to ________ this planning gap.

A measure of the quantitative value or trend of a marketing activity or result is

An organization's foundation includes all of these except which?

Strategic business units (SBUs) with dominant shares of slow-growth markets that provide cash to cover the organization's overhead and to invest in other SBUs are

Bill McDermott is the CEO of SAP, which is a company that sells expensive enterprise resource planning software to large and mid-sized companies. McDermott is part of the ________ level of his organization.

Strategic business units (SBUs) with a high share of high-growth markets that may not generate enough cash to support their own demanding needs for future growth are referred to as

An organization's core values are most effective when communicated to and supported by

Figure 2-11 -The wedge labeled DBC in Figure 2-11 above represents the

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. Stars are SBUs that are classified as having

The marketing manager looks for two kinds of deviations during the evaluation phase, each triggering a different kind of action: actual results fall short of goals or

Which statement regarding a marketing dashboard is most accurate?

With a marketing dashboard, a marketing manager may get information in the form of any of these except which?

A strategic business unit (SBU) refers to

At the functional level in an organization,

Cree markets LED (light-emitting diode) bulbs, selling them for a profit. A Cree LED bulb replaces the traditional incandescent bulb, consuming 85 percent less energy and lasting for 25,000 hours. Cree is an example of

Teach for America works to solve which societal problem?

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. Cash cows are SBUs that are classified as having

Figure 2-5 - Taco Bell sells Doritos Locos Tacos in the United States, with shells made out of Nacho Cheese Doritos. At introduction, the chain sold 100 million tacos in the first 10 weeks alone, its most popular product launch of all time. Considering Figure 2-5 above, this is an example of a ________ strategy that would be found in quadrant ________.

What are the three steps involved in the planning phase of the strategic marketing process?

A technique that managers use to categorize strategic business units as question marks, stars, cash cows, or dogs is