Exam 2: Planning, Implementing, and Evaluating Marketing Strategies

Darius Group, a marketer of high-fashion products, achieved a company turnaround by ensuring that its brand had the same image and proper display around the world. It also lowered prices on some items, like handbags, to be more competitive. This illustrates a company working to develop a marketing mix that is both .

Because of its highly efficient and low-cost distribution system, Andro Stores Inc., a multinational retail corporation, has an edge over its rivals. Andro's competitors will find it difficult to reproduce such a distribution system in the foreseeable future. It is clear, then, that Andro has a(n) over its competition.

A marketing plan:

The director of marketing for Coby tapes tells the rest of the management team, "When it comes to our transparent packaging tape unit, our strategy will be to use funds generated here to support our venture in the industrial bonding market". This strategy indicates that the packaging tape unit falls into which one of the following classifications?

After engaging in the process of identifying and analyzing a target market, Sirius Foods Corporation develops a marketing mix to satisfy the individuals in that market to gain long-term competitive advantages. In this example, Sirius Foods Corporation is creating a .

Corporate strategy determines the means for utilizing resources in the functional areas of business to reach the organization's goals.

Avio Gliding Air Academy is developing its marketing mix for the coming year. Its managers know that they must first select which may be the most important decision they make in the planning process.

Based on the work by the Boston Consulting Group, products with a dominant share of the market and good prospects for growth are classified as:

According to the Boston Consulting Group, marketers may classify their products as all of the following except _____.

To formulate a marketing strategy, one must .

Scenario 2.1 Use the following to answer the questions. Southwest Airlines has a history of being able to retain its employees due to the atmosphere and culture of the company. Employees have been known to dress up in costume on an airplane, engage in "games" with the passengers, and generally provide a fun atmosphere for traveling. While other airlines have low rates of customer satisfaction, Southwest tends to maintain a high rating with its customers. Recent gas price hikes have caused most airlines to charge for checked luggage and to fill every flight to its maximum, adding to the negative experience of airline travel. Southwest keeps its costs low through several methods, one being that they do not serve meals on flights, or provide pre-boarding passes. The typical flight is two hours or less and occurs between several selected cities rather than flying to practically anywhere in the country. Southwest is known for its low fares, its dependability, and its on-time flights. -Refer to Scenario 2.1. In Southwest Airlines' SWOT analysis, the rising gas prices are a(n) .

In addition to revising their organization's mission and goals, the managers at Orion Co. have to develop a corporate strategy, marketing objectives, and a marketing strategy for their firm. These managers are engaged in the process of _.

A strategic window results from the right combination of circumstances and timing, allowing a firm to take action to reach a particular target market.

A market is a group of individuals and/or organizations that have needs for products in a product class and have the ability, willingness, and authority to purchase these products.

Give a brief account of a marketing strategy and the selection of an appropriate target market.

Anabell is willing to buy more goods from Ceres than the other retail stores because Ceres has been very successful in designing supply systems that link existing stores with its own website. This personalizes online shopping and provides a reliable delivery system. This unique capability that allows Ceres to achieve a competitive advantage over its rivals is called .

Which of the following is not a purpose of the marketing plan?

In the context of the BCG matrix, dogs refer to products that have a dominant share of the market but low prospects for growth and typically generate more cash than is required to maintain market share.

One way that Reiko Inc., a Japanese manufacturer of automobiles and motorcycles, evaluates its product and service level is by how well it ranks on the J. D. Power & Associates Sales Satisfaction Survey. In doing so, Reiko is:

Zeon Corporation's partnership with Alcove Inc., a global courier delivery service company, has given it an edge over its rivals in the printing, faxing, and delivery market. Since this partnership can't be easily copied by the competition, it represents a(n) .