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

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

A vendor for Ford Motor Company received the following message from one of Ford's marketing managers: 'As we move forward during the 21st century,it is incumbent upon us to inform you that Ford is committed to building profitable customer relationships by creating environmentally better cars and getting them to market faster at lower costs.' The marketing manager is most likely referring to Ford's ________.

A marketing manager 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 he doing?

The marketing control process entails the following steps in order: setting goals,________,evaluating performance and ________.

A broad mission leads to a hierarchy of objectives,including ________ objectives and ________ objectives.

In a SWOT analysis,which of the following refers to factors in the external environment?

At a time when most skincare companies are turning to science-based ingredients and formulations,the skincare company,Garnier,stands out as one that has rejected the scientific approach,turning instead to the use of active,natural ingredients.Garnier's skincare products,for example,are based on anti-oxidants sourced from grape seed and avocado oil.Shampoos include bamboo extract for shiny hair.Anti-wrinkle creams use plant-based pro-Retinol (Vitamin A)while body moisturisers are based on L-Bifidus (naturally occurring in dairy products).Garnier emphasises the use of active natural ingredients in all its promotions,product descriptions and packaging.This is an example of ________.

Which of the following is NOT a reason that a firm might want to abandon products or markets?

Monsanto operates in many businesses,including pharmaceuticals and food products.The company defines its ________ as creating 'abundant food and a healthy environment'.

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

The key businesses or organisational divisions that make up a company are known as the ________.

When an organisation has specialists heading different activities,such as a sales manager,an advertising manager,a marketing research manager,etc. ,it is said to be a ________ organisation.

The Holiday Inn group has divided the total customer market into smaller segments and selected the most promising segments.Deciding what position it wants to occupy in these segments is called targeting.

________ is the process of developing and maintaining a strategic fit between the organisation's goals and capabilities and its changing market opportunities.

'Doing the right things' (strategy)is more important than 'doing things right' (implementation).

A sound marketing strategy begins with ________.

A 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.

Which of the following is NOT a customer-centred measure of marketing impact?

Which of the following is NOT a step in the marketing control process?

________ involves adapting a firm to take advantage of opportunities in its constantly changing environment.