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

A(n)________ can be a company division,a product line within a division or a single product or brand.

What type of strategy should a company use to manage its cash cows?

A chain of 25 photographic portrait stores,operating nationwide,has organised its marketing organisation into different marketing activities that are headed by specialists.What type of marketing organisation is this?

________ is the marketing logic by which a company hopes to achieve profitable customer relationships.

When determining market differentiation and positioning,it is most important for marketers to develop ________ for their products.

Starbucks has introduced a debit card that lets customers prepay for coffee and snacks.This effort by Starbucks management is an example of ________.

Modern marketing departments are arranged in all of the following ways,EXCEPT which one?

The goal of a SWOT analysis is to match business strengths with ________.

Thinking about the product / market expansion grid,outline marketing activities that could be used to achieve each of the four growth options;market penetration,market development,product development,and diversification.

The beverage,Lucozade,was originally marketed as a nutrient rich beverage that was easily tolerated by a fragile or distressed digestive system.Sick children were the intended consumers for the initial product.Eventually,Lucozade was rebranded and repositioned as a beverage for active persons,with athletes becoming the primary target market.Lucozade's ability to find a new market for its existing product is an example of ________.

A(n)________ defines a business in terms of satisfying basic customer needs.

A marketing manager is busy working with other managers evaluating the products and businesses making up their company.He is engaged in ________.

The BCG portfolio matrix classifies SBUs on two dimensions,namely ________ and ________.

Unlike strategic-planning efforts of the past,which were conducted primarily by senior managers,today's strategic planning is more ________.

All of the following are accurate guidelines for a company's mission statement EXCEPT which one?

Companies with many different products or brands often create a ________ management organisation.

The process of dividing a market into distinct groups of buyers with different needs,characteristics or behaviours is called ________.

To be successful at marketing,companies must effectively turn marketing planning into ________.

When should a company consider downsizing its business portfolio?

In the product / market expansion grid,two approaches to growth that do not involve new product development are ________ ________ and ________ ________.