Exam 2: Planning, Implementing, and Evaluating Marketing Strategies

Megan knows that whether she decides to interact with her customers in person,by phone,online,Facebook,Twitter,or by fax,that ____ should ultimately drive the marketing strategy.

Organization by types of customers can work well for a firm that has several groups of customers with different needs and problems.

Compare and contrast corporate strategy and marketing strategy.

Amazon's pricing,service,and continuing investment in improving its website with additional product offerings give it a(n)____ over many other retailers.

Kraft purchased the Duracell Battery Company and now operates this division as a separate profit center within the firm.In this example,Duracell is a(n)____ unit of Kraft.

A market opportunity results from

Starbucks provides training and support to its employees,including health care benefits.Through these ____ efforts Starbucks is better able to deliver quality products and service to its customers.

The percentage of a market which actually buys a specific product from a specific company is referred to as that product's

The time lag between the performance of marketing activities and their results

A marketing plan

A group that has the willingness,ability,and authority to buy a product is a

High Gliding Air Academy is developing its marketing mix for the coming year.Its managers know that they must first select ____ which may be the most important decision they make in the planning process.

The Boston Consulting Group's model serves as a diagnostic tool to spotlight strategic business units that have an opportunity to grow rather than as a guide for making strategy prescriptions.

Which of the following is a characteristic of a marketing objective?

An analysis of ____ examines internal factors that give the organization certain advantages and disadvantages in meeting the needs of its target markets.

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.

The process of putting marketing strategies into action is called

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

A marketing plan document usually begins with a(n)

Scenario 2.1 Use the following to answer the questions. Southwest Airlines has a history of being able to retain its employees due to the atmosphere and culture of the company.Employees have been known to dress up in costume on an airplane,engage in "games" with the passengers,and generally provide a fun atmosphere for traveling.While other airlines have low rates of customer satisfaction,Southwest tends to maintain a high rating with its customers.Recent gas price hikes have caused most airlines to charge for checked luggage and to fill every flight to its maximum,adding to the negative experience of airline travel.Southwest keeps its costs low through several methods,one being that they do not serve meals on flights,or provide pre-boarding passes.The typical flight is two hours or less and occurs between several selected cities rather than flying to practically anywhere in the country.Southwest is known for its low fares,its dependability,and its on-time flights. -Refer to Scenario 2.1.Southwest's low fares,dependability,and its on-time flights represent its