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

When dealing with a ________,managers must decide whether to invest in it in an attempt to build it into a star or cash cow,or whether to phase it out.

Sass and Bide,according to the text,could use the product / market expansion grid to develop strategies.The owners of the company would most likely find the grid to be quite useful for identifying ________.

Large companies that produce many different products flowing into many different geographic and customer markets usually employ some combination of the ________,________,________ and ________ forms of department organisation.

Table 2.1 Target Market for Baking Soda -How might a stationery manufacturer alter the product element of the marketing mix when marketing pens designed to target female students versus male students?

The marketing concept is best thought of as which of the following?

Which of the following would NOT be a useful tool for determining marketing ROI?

A firm's mission statement should be the basis for both its business and marketing objectives.

An entrepreneur has researched new markets and has decided which segments to enter.Next she should decide what ________ her company should occupy in those segments.

Through annual marketing planning,the company decides what it wants to do with each business unit.

In the product / market expansion grid,two approaches to growth that involve new product development are ________ and ________.

Guided by marketing strategy,the company designs a marketing mix made up of factors under its control: product,price,place,promotion,process,physical evidence and people.

A marketing manager 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.He has identified a(n)________.

A strategy focused on generating more sales from existing customers without changing a firm's products is ________.

Although customer relationships are difficult to measure,many companies are using metrics such as ________,________ and ________.

Marketers find it very difficult to develop appropriate metrics for return on marketing investment (marketing ROI).

The agribusiness corporation,Monsanto,which manufactures a herbicide under the brand name,RoundUp,has more recently begun to market herbicide-resistant seeds for assorted agricultural and vegetable crops.This is an example of ________.

At McDonald's,'to be our customers' favourite place and way to eat' is a product-oriented mission.

The image of a product in the minds of consumers is called market segmentation.

The BCG approach to portfolio analysis is less likely to provide a useful framework for analysis when which of the following conditions is evident?

Marketing ________ is the process of measuring and evaluating the results of marketing strategies and plans and taking corrective action to ensure that marketing objectives are attained.