Exam 3: Planning, Implementing and Evaluating Marketing Strategy

__________ refers to the coordination of internal exchanges between an organisation and its employees to better achieve successful external exchanges between the organisation and its customers.

Birkenstock is currently writing its marketing plan for its shoes.The company is aware of possible new legislation that will limit the amount of glue that can be used in shoes that are marketed as genuine leather and considers this in its marketing plan.This information most likely fits into the marketing plan's:

Kimberly-Clark's marketing researchers found that younger, design-conscious consumers are loath to place a run-of-the-mill box of Kleenex tissue even on top of the toilet.Therefore, Kimberly-Clark has introduced contemporary oval packaging in bright colours and patterns that is stylish enough to place in more places around the house.This illustrates a company working to develop a __________ that analyses customer needs, preferences and behaviour.

The analysis of strengths and weaknesses focuses on external factors that give an organisation certain advantages and disadvantages in meeting the needs of its target markets.

Marketing objectives should be stated in such a way that the degree of accomplishment can be measured accurately.

Business decisions made in creating a marketing mix:

In a traditional organisation, marketing decisions are generally:

Through the process of strategic planning, a firm establishes an organisational mission and goals, corporate strategy, marketing objectives, marketing strategy and a marketing plan.

Marketing objectives state what is to be accomplished through marketing activities.

Question marks exist at a cost disadvantage and exhibit few opportunities for growth at a reasonable cost.

A marketing plan usually begins with a(n):

According to the BCG matrix, the hang-gliding and bungee-jumping tours have been a __________ for Travel Bug, and the skydiving and motocross tours represent a__________.

Aldi maintains a __________ advantage in groceries over other supermarkets because of its very efficient and low-cost sourcing and distribution system.

A company has established a monthly sales quota of $150 000.This is a(n):

Strategic planners focus on dimensions such as competition, diversification, differentiation, environmental focus and interrelationships among SBUs.

A competitive advantage that cannot be readily copied by the competition is referred to as a(n) __________ advantage.

Favourable conditions in the marketplace environment that could produce business rewards for an organisation, if acted on properly, are called:

A long-term view, or vision, of what an organisation wants to become is called a:

Marketing implementation refers to the process of:

According the Boston Consulting Group's matrix, General Electric's business unit, GE Capital, became a ________ as a result of creating losses that lowered prices and stock prices during the most recent recession