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

Under Armour increasing its advertising spending and offering an ever-increasing range of styles and colours in its original apparel line is an example of a _ strategy.

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

Explain the term "value delivery network."

Both market penetration and market development strategies primarily involve .

Due to the limitations of the BCG and other formal portfolio planning models, many companies are placing responsibility for strategic planning in the hands of cross-functional teams of divisional managers who are close to their markets. In such organizations, strategic planning is .

CVS Pharmacy changed its name to CVS Health, reshaping and broadening its lines of products and services to align more appropriately with its revamped "better health" mission. For example, it stopped selling tobacco products altogether. How would this be classified in a SWOT analysis?

In the BCG matrix, _ refer to low-growth, high-share businesses or products.

A company can assess marketing ROI in terms of standard marketing performance measures, such as brand awareness, sales, or market share.

refers to the process of evaluating each market segment's attractiveness and selecting one or more segments to enter.

The product/market expansion grid, like the BCG matrix, is used to identify growth opportunities.

Ford's performance against Toyota depends on the quality of Ford's overall value delivery network versus Toyota's.

A _ is made up of a company, its suppliers, its distributors, and its customers who partner with each other to improve the performance of the entire system.

"At CL Online, we create customer connectivity, anytime, anywhere" is a product-oriented mission statement.

A strategy for company growth through starting up or acquiring businesses outside the company's current products and markets is called _.

An SBU can be .

Both product development strategies and diversification strategies involve .

True Value Hardware relies on its to coordinate and carry out activities that provide shoppers with the hardware and home improvement products they need at affordable prices along with top-notch customer service.

Discuss the four Ps of the typical marketing mix. Some people consider that there should be more than four marketing mix elements. Suggest two additional aspects that the marketing mix could include.

Business portfolio analysis is defined as the process in which management _ _.

Marketing department actions can increase purchasing costs, disrupt production schedules, increase inventories, and create budget headaches. Thus, other departments may the marketing department's efforts.