Exam 2: Planning, Implementing, and Evaluating Marketing Strategies

A firm's organizational goals should be derived from its opportunities.

A marketing unit can be organized according to functions,products,regions,and

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

Emma is responsible for developing and implementing the marketing plan for a new type of walking shoe targeted toward older women.Her responsibility includes making sure that the production and deliveries to the retail stores are coordinated for this new product.In order for the marketing implementation to be successful,Emma should be sure the needs of ____ customers are met.

The primary way to reduce the discrepancy between planned and actual performance is to rewrite the performance standard.

When an organization attempts to control its marketing activities,it may find it difficult to

Scenario 2.2 Use the following to answer the questions. EXperience Limited is a company which offers tours and vacations that include participation in an extreme sport,such as hang-gliding,bungee jumping,skydiving,and motocross.Adrian Moss,EXperience Limited's owner,has just finished developing the strategic plan,including marketing objective of growing his customer base by 15% during the coming year.He believes that the best way of reaching that objective is to promote to the college-aged student.In the past,the majority of his sales have been to males under the age of 29,participating in hang-gliding and bungee jumping at various tourist locations.He wants to expand his skydiving and motocross tours,but isn't sure whether or not the expansion will be profitable.He currently has a database containing all the customers who have gone on a hang-gliding or bungee jumping vacation with his company. -Refer to Scenario 2.2.The college-aged student represents EXperience Limited's ____,and the tours its operates represent the ____ element of the marketing mix.

Harley-Davidson's Harley Owner's Group (HOG)helps to foster strong relationships between riders and their motorcycles,giving it a(n)____ over other motorcycle manufacturers.

Resource deployment and coordination of functional areas of business are determined by

Scenario 2.2 Use the following to answer the questions. EXperience Limited is a company which offers tours and vacations that include participation in an extreme sport,such as hang-gliding,bungee jumping,skydiving,and motocross.Adrian Moss,EXperience Limited's owner,has just finished developing the strategic plan,including marketing objective of growing his customer base by 15% during the coming year.He believes that the best way of reaching that objective is to promote to the college-aged student.In the past,the majority of his sales have been to males under the age of 29,participating in hang-gliding and bungee jumping at various tourist locations.He wants to expand his skydiving and motocross tours,but isn't sure whether or not the expansion will be profitable.He currently has a database containing all the customers who have gone on a hang-gliding or bungee jumping vacation with his company. -Refer to Scenario 2.2.The fact that college enrollments have been increasing at a fast rate the past few years is an example of ____ and creates a ____ for EXperience Limited.

A marketing unit can be organized according to functions,products,or regions,but not by customers.

In a traditional organization,marketing decisions are generally centralized at the top levels of the organization.

Performance standards are established as part of the marketing control process.

Hallaway's Corp.'s new shampoo,VS2,is faltering badly in the market.Hallaway's marketing personnel are unsure who is responsible for various marketing tasks,when these tasks are to be completed,or what resources have been allocated.Hallaway Marketing Director Carolyn Willis said that the problem is that VS2 has the most poorly written ____ she has ever seen.

When the right combination of circumstances occurs at the right time to allow an organization to take action toward a target market,the firm is faced with a

A strategic business unit is not self-supporting in terms of sales,markets,production,and other resources.

Discuss the creation of a marketing plan.What are the major components of a marketing plan?

A marketing strategy is a written document that specifies the activities to be performed to implement and control a firm's marketing activities.

Marketing strategies should be established before marketing objectives are decided.

John Deere's strong name recognition and solid customer demand for its farm and garden equipment are two elements of the firm's