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

Arrow is "a different kind of company, manufacturing a different kind of a car"; the RoadPro is "like nothing else." Statements such as these reflect a firm's ________.

Which of the following is true of the BCG matrix approach?

Which of the following is NOT something a company must determine when analyzing its current business portfolio?

Which of the following is a major advantage of the market organization?

Which of the following Ps in the marketing mix describes the goods-and-services combination the company offers to the target market?

Which of the following is a market-oriented mission statement?

What is a marketing strategy? How do marketing strategies help firms?

What is the difference between marketing planning and marketing implementation?

Market development involves company growth by identifying and developing new market segments for current company products.

The marketing logic by which a company hopes to create customer value and achieve profitable customer relationships is referred to as the ________.

What are some of the problems associated with matrix approaches?

Berman Electronics, a chain of appliance stores in North America, caters to a wide range of customers. It has a marketing organization in which different operational specialists head different marketing activities. Berman Electronics is a(n) ________.

Return on marketing investment refers to the net return from a marketing investment divided by the costs of the marketing investment.

Which of the following is NOT a market-oriented business definition?

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

________ measures the profits generated by investments in marketing activities.

A clear mission statement acts as an "invisible hand" that guides people in the organization.

Mission statements should be market oriented.

________ are a type of SBU that often require heavy investments to finance their rapid growth.

________ analysis is an overall evaluation of the company's strengths, weaknesses, opportunities, and threats.