Exam 3: Planning, Implementing and Evaluating Marketing Strategy

John Deere promotes its service, experience and reputation in the farm equipment business to emphasise the craftsmanship of its lawn mowers for home owners.These are two elements of the firm's:

A sustainable competitive advantage is one that cannot be copied by a firm's competitors.

The Boston Consulting Group approach is based on a philosophy that a product's market growth rate and its market share relative to competition should be helpful in determining its marketing strategy.

A strategic window is:

Within a business organisation, a profit centre that is self-supporting in terms of sales, markets, production and other resources is known as a:

Which of the following statements about the marketing mix is incorrect?

A marketing objective need not be consistent with the firm's overall objectives.

Dymocks uses technology to help identify specific customers, establish interactive dialogues with them to learn about their needs, and combine this information with customers' purchase histories to customise products to meet those needs.Dymocks is using the __________ approach.

The process of putting marketing strategies into action is called:

According to the textbook, which of the following statements is most accurate?

The strategic planning process begins with a detailed analysis of an organisation's strengths and weaknesses and the identification of opportunities and threats within the marketing environment.

Which of the following is not a characteristic of a marketing objective?

A long-term view, or vision, of what the organisation wants to become is called a mission proclamation.

Holden has centralised marketing operations with personnel who direct marketing research, distribution, sales, advertising and so forth, and report directly to the top-level marketing executive.Holden's marketing department is organised by:

The marketing control process consists of:

Realising Australian consumers began to perceive the prices of many national food brands as being more expensive than food prices abroad, especially in Europe and the USA.Coles and Woolworths recognised a(n) __________ for introducing their own private label brands priced significantly below the national brands.

Internal customers are:

An organisation's goals focus on the ends or results that the firm seeks.

Each of the marketing mix elements must work together with the others.

A functional organisation works effectively for large, decentralised companies.