Exam 2: Company and Marketing Strategy: Partnering to Build Customer Relationships

Making more sales to current customers without changing a firm's products is called ________.

Explain why, according to the authors of your text, the four Ps concept of the marketing mix takes a seller's view of the market, not the buyer's view. How should marketers consider the buyer's view?

The text suggests that instead of thinking of selling products, marketers would be wise to take the customer's view and think of ________.

What is business portfolio planning? Discuss how a company might use the Boston Consulting Group's product portfolio analysis method.

Kimball Gardens is a company that operates as two distinct businesses-one that sells lawn and garden products and one that markets booklets. Each business is called a ________.

Saturn is "a different kind of company, a different kind of a car"; the Hummer is "like nothing else." These statements reflect a firm's ________.

Paul Pendergraff is evaluating each market segment's attractiveness and is in the process of selecting one or more segments for his firm's product to enter. What is Paul doing?

The four Ps concept takes the seller's or marketer's view of the market. What are the buyer's four Cs?

AllPro Plastics is in the process of dividing a market into distinct groups of buyers with different needs, characteristics, and behaviors who might require separate products or marketing programs. Which of the following is this firm doing?

Which of the following provides an answer to these questions: What is our business? Who are our customers? What do our customers value? What should our business be?

Environmental Service Company wants to practice effective positioning. To do so, the owners must ________ their marketing offering to give consumers more value than the services offered by competitors.

________ are low-growth, high share businesses or products. They generate a lot of cash that the firm uses to pay its bills and support other SBUs that need investment.

Which of the following is the final step in the strategic planning process?

With the rise of social media, two major challenges facing marketers today are ________.

A sound marketing strategy begins with ________.

The final step in the marketing control process is taking corrective action to erase any gaps between goals and performance.

The growth strategy of diversification involves offering modified or new products to current markets.

In the marketing management functions, a SWOT analysis should ________ a marketing plan.

Unlike strategic-planning efforts of the past, which were conducted primarily by senior managers, today's strategic planning is more ________.

Juanita Castro is looking at whether her company's strategies are well matched to its opportunities. Juanita is utilizing ________.