Exam 2: Developing Successful Organizational and Marketing Strategies

Evergreen Air Center is the world's largest parking lot for unwanted commercial aircraft.Airlines pay from $750 to $5,000 monthly for the storage services provided by Evergreen.Prior to September 2001,the company had 140 discarded airplanes at its Arizona facilities and was growing at a rate of about six planes monthly with about two per month sold for parts or scrap metal.After calamity struck the airline industry in September 2001,airlines retired over 1,000 planes,and the actual number of planes stored at Evergreen differed significantly from its earlier prediction.Evergreen needed a new marketing plan;without one,the company would see a widening of the

Figure 2-1 -In Figure 2-1 above,E represents the ________ that make up the functional level of an organization.

With a marketing dashboard,a marketing manager may get information in the form of any of these except which?

Describe the three strategic levels in an organization.

A marketing strategy refers to

Figure 2-1 -In Figure 2-1 above,C represents the ________ of an organization.

In a typical manufacturing firm,the structure of its marketing department is typically organized from top to bottom in which of these ways?

The initial step in the strategic marketing process is to begin planning by conducting a

Compared to marketing strategies,marketing tactics generally involve actions that

The Boston Consulting Group (BCG)has given specific names and descriptions to the four resulting quadrants in its growth-share matrix based on the amount of cash they generate for or require from the organization.Cash cows are SBUs that are classified as having

A competitive advantage refers to

The marketing strategy of developing new products and selling them in new markets is referred to as

A(n)________ is the visual computer display of the essential information related to achieving a marketing objective.

Pharmavite LLC recently recalled several lots of Nature Made vitamin products due to possible salmonella or staphylococcus contamination.It should have adopted a more rigorous ________ goal.

A technique that helps a firm search for growth opportunities from among current and new markets as well as current and new products is referred to as

Figure 2-10 -Figure 2-10 above is known as a ________,which is helpful for scheduling activities when some must be completed before others can begin.

When evaluations show that actual performance differs from expectations,firms typically attempt to

Business portfolio analysis refers to

Within the corporate level of an organization,top management

The goal of a SWOT analysis is to