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

For Hyundai Corporation,customers who care primarily about the price of a car and its operating economy make up one ________.

Nokia has an annual plan in place to deal with the company's current SBUs and their operations.However,as a growth-oriented firm,it is interested in both domestic and international markets.This requires Nokia to constantly monitor the environment and adapt to the opportunities with which it is presented.To take advantage of its changing marketing opportunities,it is most important for Nokia to have which of the following in place?

Mission statements should be realistic and general in nature.

________ organisation allows salespeople to settle into a territory,get to know their customers and their specific needs,and work with a minimum of travel time and cost.

The primary activity in strategic planning is goal setting.

The main components of a marketing plan are the executive summary,current marketing situation,threats and opportunities,objectives and issues,marketing strategies,action programs,budgets and controls.

________ involves evaluating each market segment's attractiveness and selecting one or more segments to enter.

________ entails reducing the business portfolio by eliminating products that no longer fit the company's overall strategy.

The ________ organisational system's main advantage is that the company is organised around the needs of specific market segments.

Explain how a marketer of baking soda may attempt to attract more than one market segment.

The ________ program presents the special marketing programs designed to achieve the business objectives.

In the Boston Consulting Group approach,________ provide(s)a measure of market attractiveness.

In the BCG matrix,income from ________ can be used to help finance the company's question marks and stars.

A company operates as two distinct businesses - one that sells lawn and garden products,and one that markets booklets.Each business is called a ________.

Acme Innovations Pty Ltd has modified the production processes of its widgets and gadgets in order to tap into the developing Eastern European market.It is likely following a ________ strategy.

The best known product portfolio planning method was developed by ________.

The marketing department alone cannot produce superior value for customers.

Internal limitations that hinder a company's ability to achieve its objectives are known as ________.

Which of the following is NOT a step in the strategic planning process?

As a company's different functions work to produce value for consumers,the marketing department of a firm should take the ________ point of view.