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

The Bank of Ontario bought Pershing, an off-shore investment firm with operations in India, from Credit Suisse First Boston. The Bank of Ontario is pursuing a ________.

Which of the following is a useful tool for identifying future growth opportunities?

More and more companies involve only centralized upper-level management teams in strategic planning.

Which of the following may be required in the marketing control process?

In the BCG matrix, income from ________ can be used to help finance the company's question marks and stars.

Mission statements should be realistic and general in nature.

________ involves evaluating each market segment's attractiveness and selecting one or more segments to enter.

Harris, the marketing manager at a small sports retail chain, has conducted a marketing analysis. He has investigated the company's internal resources and situational factors, as well as factors and trends in the competitive sports retail chain market. Which of the following has Harris completed?

Jill Reno has researched new markets and has decided which segments to enter. Next she should decide what ________ her company's offerings should occupy in those segments.

The BCG is a useful approach to evaluate current businesses. Describe a device that a firm could use to identify future growth opportunities.

The pharmaceuticals division of Omni Healthcare holds low market share in a high-growth market. In order to increase market share, managers may decide to ________.

Michelin is in the process of doing a SWOT Analysis. Which of the following most accurately identifies a difference between a weakness and a threat in SWOT analysis?

Which of the following is a customer-centered measure of marketing impact?

A market segment consists of consumers who respond in different ways to a given set of marketing efforts.

According to the product/market expansion grid, what strategy is a company following when it attempts to increase sales of current products to current customers?

Marketing planning is the task of selecting marketing strategies for each business, product, or brand in a company with the goal of helping the company attain its overall objectives.

Walmart relies on sound relationships with its low-cost suppliers in order to pass low prices on to consumers. Thus, forming a ________ is crucial to Walmart's success.

Why is marketing implementation often difficult to carry out?

Paul Pendergraff has identified a group of potential customers who seem to respond in a similar way to a series of magazine and radio advertisements for his company's product. Paul has identified a(n)________.

What role does the marketing mix play in positioning?