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

After suffering from lower occupancy rates, shrinking market share, and a tired brand, Holiday Inn successfully grew by creating specific brands (Crown Plaza, Intercontinental, Express and more) to serve different customer segments.

In the BCG growth-share matrix, question marks refer to products or businesses with a .

In the four Ps of the marketing mix, promotion refers solely to advertising.

Which of the following best describes the value chain of a company?

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

refers to reducing the business portfolio by abandoning products that no longer fit the company's overall strategy.

A firm's decision to identify and develop new markets for existing products is a _ strategy.

Managing the marketing function begins with a complete analysis of the company's situation. A thorough guides decision making.

According to the BCG matrix, products or businesses with a low share of market in a high-growth industry are considered _.

Most people are aware that Mars Incorporated sells popular candy products under a number of brands including M&M's, Snickers, Starburst, Wrigley, the company generates higher sales in than their candy products.

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

Lululemon Athletic Wear is a Canadian retail success. While Lululemon has implemented several of these initiatives, which of the following initiatives indicates that the company is following a market development strategy?

Under Armour's recent expansion into the digital personal health and fitness tracking market through acquisitions of three fitness app companies is a strategy.

Marketing needs to identify, evaluate, and select market opportunities and lay down strategies for capturing them.

The four Ps model has been challenged because it omits or underemphasizes important activities such as services. It's also been criticized for taking a seller's, rather than a buyer's, viewpoint. The more recent four As framework complements the traditional model and includes .

Marketing dashboards are used to monitor strategic marketing performance.

A strategy for company growth that involves increasing sales to current market segments without changing the product is known as .

Nike's goal to increase sales of its running shoes by 25 percent during the first six months of the new fiscal year is an example of a _.

At John Deere, thousands of people both inside and outside the organization make decisions about target segments, branding, product development, pricing, promotion, and distribution. They talk with engineering about product design, advertising agencies about ad campaigns, and large retailers like Lowe's about quality offerings. This is an example of .

Market penetration means making fewer sales to current customers without changing original products.