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

ToyTrain is a toy company that sells its products in most regions of the U.S.that produces a variety of toys for children of every age group,from toddlers to preteens.Suggest ways in which the company may organize its marketing function.Give reasons for your choice.

In the BCG matrix,________ refer to low-growth,high share businesses or products.They generate a lot of cash that the firm uses to pay its bills and support other SBUs that need investment.

When viewing the market from a buyer's point of view,"convenience" corresponds to ________ in the four Ps according to the seller's point of view.

Holiday Inn has divided the total customer market into smaller segments and selected the most promising segments.Deciding what position it wants to occupy in these segments is called targeting.

Arranging for a product to occupy a clear,distinctive,and desirable place relative to competing products in the minds of target consumers is known as ________.

Ainsworth's is a toy manufacturer based in Australia.Which of the following indicates that the company is following a diversification strategy?

When using a harvesting strategy for a particular strategic business unit,a company ________.

Which of the following measures the profits generated by investments in marketing activities?

Nathan is conducting a portfolio analysis for his company.Which of the following activities would this involve?

A company's increasing its sales in a particular market without modifying its products is referred to as ________.

With the help of an example,explain how a company's value chain works.

Which of the following is true of strategic planning in a firm?

Define marketing planning.DragonWorks,a media company,is setting its marketing plan for the year.Briefly outline what the company should cover in its marketing plan.

An SBU can be a company division or a product line within a division,but not a single product or brand.

Raintree Developers has been using the marketing ROI method to assess its marketing performance for the past few years.Explain why this method may not accurately reflect the company's performance and what Raintree can use to better estimate its performance.

In a SWOT analysis,which of the following would be considered a strength for a company?

What is business portfolio planning? Discuss how a company might use the Boston Consulting Group's product portfolio analysis method.

In the BCG matrix,question marks are low-growth,low-share businesses and products that generate enough cash to maintain themselves but do not promise to be large sources of cash.

Channels,inventory,logistics,and transportation are included in the ________ component of the marketing mix.

The purpose of operational control is to ensure that the company achieves the sales,profits,and other goals set out in its annual plan.