Exam 2: Developing and Implementing Marketing Strategies and Plans

Juan Garcia plans the daily promotional releases about his company's products and services. He can be described as a(n) ________ planner.

What is marketing control? List the four types of marketing control.

What is the second phase of the value creation and delivery sequence?

The most frequently cited shortcomings of current marketing plans, according to marketing executives, are lack of realism, insufficient competitive analysis, and a ________ focus.

Self-audits tend to provide more objective information than audits conducted by external consultants.

________ is the process that turns marketing plans into action assignments and ensures that such assignments are executed in a manner that accomplishes the plan's stated objectives.

Which of the four characteristics of a marketing audit is described by the fact that outside consultants can bring necessary objectivity to the process?

Good marketing is the art of finding, developing, and profiting from marketing opportunities. What are the three primary methods for uncovering possible product or service improvements?

If a company sought to grow by starting new businesses that have no relation to its current technology, products, or markets, the company would be using a market penetration strategy.

The traditional view of marketing is that the firm makes something and then sells it.

Another way to describe a supply chain, where companies partner with specific suppliers and distributors to ensure a smooth functioning of the system, is to call it a ________.

During the planning process, if there is a gap between future desired sales and projected sales, corporate management will need to develop or acquire new businesses to fill it. Identify and describe the three strategies that can be used to fill the strategic gap.

To keep their strategic alliances thriving, corporations have begun to develop organizational structures to support them and have come to view the ability to form and manage strategic alliances as core skills. This is called ________.

Good mission statements should be long and clear, should emphasize on a wide range of goals, and stress on the company's major policies and values.

Which of the following elements of a marketing plan outlines the marketing activities such as pricing, channels, and communications?

For an MBO (management by objectives) system to work, one of the four criteria that the unit's objectives must meet is that objectives must be stated quantitatively whenever possible.

Identify the elements of a tactical marketing plan for a new kind of cola.

Good mission statements are essential to being a success in business. Describe the major characteristics that good mission statements should have.

The firm's success depends not only on how well each department performs its work, but also on how well the various departmental activities are coordinated to conduct core business processes. List and briefly describe the five core business processes.

A marketing audit covers the marketing organization and its systems and strategies, rather than the macroenvironment.