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

The four possible strategies that can be pursued for each SBU are building,holding,________ and ________.

Though companies need to grow to compete effectively and satisfy their stakeholders,growth itself should not be a company's objective.

Return on marketing investment (or marketing ROI)is best defined as a measure of ________.

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

Which of the following most accurately identifies a difference between a weakness and a threat in SWOT analysis?

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

Lynx,a popular brand of male toiletries,defines itself as being in the business of assisting men in the 'mating game'.This is an example of ________.

When QANTAS airlines launched its low-cost carrier,Jetstar,it soon found that Jetstar's budget prices appealed to a new market segment made up of first-time travellers who had previously been locked-out of air travel due to perceptions of high price.Jetstar's ability to reach first-time travellers is an example of ________ by QANTAS.

Effective positioning begins with ________ the company's marketing offer in order to give consumers more perceived value.

In the BCG approach,the most likely candidate for divestment decisions is a ________.

In spite of its many obvious benefits,not all companies use strategic planning.

Disney is identifying and developing new market segments for its theme parks.Disney is exploring possibilities for ________.

When a company positions its product,it must first identify possible customer value within a market segment that could be the basis of a competitive advantage for the product.

Which of the following is NOT a market-oriented business definition?

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

All of the following are examples of product-oriented mission statements,EXCEPT which one?

Current or emerging external environmental or competitive factors that challenge a company's performance are known as ________.

Under the ________ organisational format of marketing departments,different marketing activities are headed by a specialist such as a sales manager,advertising manager,marketing research manager,or customer-service manager.

Multinationals like L'Oreal 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 ________.

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