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

When designing business portfolios,most companies are well advised to add a broad range of products and businesses to their organisation.

Mission statements should both fit the market environment and be motivating.

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

The process of customer value driven marketing involves ________,________,________ and ________.

Business portfolio planning involves two steps: ________ and ________.

Which of the following is a tool for monitoring strategic marketing performance?

________ can be a company division,a product line within a division or sometimes a single product or brand.

From the consumer's viewpoint,in this age of customer value and relationships,the various Ps might be better described in terms of Cs,such as these four: ________,________,________ and ________.

A company's value chain is only as strong as its strongest link,or most effective department.

A marketing director is looking at whether her company's strategies are well matched to its opportunities.She is utilising ________.

A marketing organisation's mission should NOT be stated as making more ________ and / or ________.

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

In the marketing mix,the element of promotion refers solely to advertising.

When the makers of a ballpoint pen state they are in the communication equipment business,they are defining their mission too ________.

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

The first step in strategic planning is to ________.

________ should be market oriented and defined in terms of ________.

Marketing strategy consists of specific strategies for ________ markets,marketing mix and marketing expenditure level.

A mission statement is a statement of the organisation's ________,that is,what it wants to accomplish in the wider operating environment.

A major resources firm has just developed a formal statement of its purpose.This firm has put together a mission statement.