Exam 22: Pulling It All Together: Integrating and Analyzing the Marketing Plan

For a long-term competitive advantage to be effective, it must be based on strengths that competitors would have a difficult time in overcoming.

Salaries, advertising, insurance, and interest are examples of

In benchmarking, a firm

Eliminating a poorly performing product may actually result in lower overall total profit because of the adverse impact on common costs.

A firm's organizational mission should be re-evaluated if it acquires another company or sells one or more of its existing divisions.

Which of these is NOT one of the major techniques for assessing marketing plans?

A firm's commitment to a type of business and a place in the market is its

Which of these most closely resembles a horizontal marketing audit?

Staples uses mass merchandising techniques in a superstore format.

Describe the steps in conducting a marketing audit. Why do many firms choose not to perform marketing audits?

The purposes or activities for which expenditures have been made are indicated with ___ accounts.

The components of the marketing mix need to be coordinated and

Which of these strategic marketing plans contains the most specific strategies?

When KitchenAid enacted a strategy offering pots and major appliances in addition to its original product line of mixers, it was involved with

A company can determine which areas of marketing have higher than average costs when

In sales analysis, a firm understanding the iceberg principle would use

The Following Questions are linked to this scenario: A firm sets performance standards for itself based on Lands' End's performance. -A mail order apparel retailer sets performance standards for customer support based on Lands' End's overall strategic planning process. These standards are

If an office-equipment manufacturer decides to add a line of living room furniture for final consumers, it is not necessary for it to reappraise its organizational mission.

A firm can produce short-run profits at the expense of long-term profitability by

One reason why many firms do not use formal marketing audits is that success or failure is too easy to establish in marketing.