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

Which of the following is true with regard to strategic planning?

Teenagers are expected to respond in a similar way to a set of marketing efforts. In other words, this group represents a ________.

The major activity in strategic planning is product innovation.

Which of the following is true with regard to the product/expansion grid?

Marketing ________ addresses the what and why of marketing activities, while marketing ________ addresses the who, where, when, and how.

Crocus, a gift store, specializes in serving customer segments that major competitors overlook and ignore. Which of the following best describes Crocus?

What are the various components of the value delivery network of a company?

The purpose of strategic planning is to find ways in which your company can best use its strengths to take advantage of attractive opportunities in the environment.

Paul Robinson 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. Paul has identified a ________.

Modern strategic planning ________.

The managers of Arrow, an American retail chain, are currently reviewing new demographic markets to sell the firm's current products. This is an example of ________.

Elmo Corp., a manufacturer of personal computers and printers, recently established an office furniture exporting business. This is an example of ________.

Cleats, Unlimited developed a new style of soccer shoe. This is an example of ________.

A ________ documents an organization's purpose-what it wants to accomplish in the larger environment.

A product's position is the place it occupies relative to competitors' products in consumers' minds.

What are stars according to the BCG growth-share matrix?

The four Cs concept adopts the buyer's view of the market.

Phoenix, a popular coffee shop chain in North America, recently opened 400 stores to cater to its rapidly increasing number of patrons. This exemplifies ________.

________ are low-share business units in high-growth markets that require a lot of cash to hold their share.

The process of arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers is known as ________.