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

Explain how a marketer of baking soda may attempt to attract more than one market segment.

Which of the following is an accurate guideline for a clear mission statement?

Each department in a company that carries out activities to serve the customer can be thought of as a partner in the company's internal ________.

Which of the following is a market-oriented business definition?

Multinationals like Honda Motor Co. and Walmart stores have designed programs to work closely with their suppliers to help them reduce their costs and improve quality. This illustrates the importance of an efficient ________.

Through annual marketing planning, the company decides what it wants to do with each business unit.

How might a marketer of pens alter the "product" portion of the marketing mix when targeting female college students versus male college students?

The image of a product in the minds of consumers is called market segmentation.

The ________ organizational format requires that a complete strategy and marketing program is developed and implemented for a specific brand.

How might Party Planning Paradise, a company that sells a wide range of party supplies for all occasions, implement a market development strategy?

Peter Cramer is constantly involved in evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are attained. Peter's current work is most accurately classified as ________.

A company with limited resources would likely decide to serve all segments of a market.

How might the BCG matrix represent a life cycle?

In SWOT analysis, strengths and weaknesses refer to a firm's internal environment, while opportunities and threats refer to the external environment.

Which of the following measures the profits generated by investments in marketing activities?

The U.S.-based company Walmart, the world's largest retailer, has successfully launched its stores in Mexico, Canada, the U.K., and Germany, and other nations. This is an example of how Walmart is pursuing ________ as a growth strategy.

The BCG growth-share matrix classifies four types of SBUs. They are ________.

To improve its value delivery network, a company needs to examine the value chains of its suppliers and distributors.

In the Boston Consulting Group approach, ________ provide(s)a measure of market attractiveness.

In SWOT analysis, what is the difference between a weakness and a threat?