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

Mission statements should be defined in terms of ________.

The purpose of ________ is to ensure that the company achieves the sales, profits, and other goals set out in its annual marketing plan.

________ refer(s) to meaningful sets of marketing performance measures in a single display used to monitor strategic marketing performance.

Emerson Studios has designed its marketing organization along the lines of a ________ organization in which operational specialists head different marketing activities.

Describe the most common forms of marketing organizations.

Most standard portfolio analysis methods evaluate SBUs on the ________.

The main section of the marketing plan most likely presents a detailed ________ analysis of the current marketing situation.

A women's apparel manufacturer in California recently acquired a Houston-based company that manufactures office furniture. This is an example of ________.

Customer engagement and value are the key ingredients in the marketer's formula for success.

Which of the following functions is NOT part of managing the marketing process?

Companies may want to downsize their business portfolios for all but which of the following reasons?

A market segment consists of consumers who respond in different ways to a given set of marketing efforts.

The collection of businesses and products that make up a company is called its ________.

According to the Boston Consulting Group approach, ________ provides a measure of market attractiveness.

The four marketing management functions are analysis, planning, implementation, and control.

What is a growth-share matrix? Discuss the BCG growth-share matrix.

The BCG matrix approach is problematic in that it ________.

The major activity in strategic planning is business portfolio analysis, whereby management evaluates the products and businesses that make up the company.

Which of the following is NOT an element of the marketing mix?

Each company must divide up the total market, choose the best segments, and design strategies for profitably serving chosen segments. This process involves market segmentation, ________, differentiation, and positioning.