Exam 2: Developing Successful Marketing and Organizational Strategies

Strategic business unit refers to

What are the steps involved in the planning phase of the strategic marketing process?

FIGURE 2-3 -According to Figure 2-3 above, during which year did cost of sales most closely approach sales?

FIGURE 2-7 -Box "B" in Figure 2-7 above represents the marketing strategy of _________.

A marketing strategy is the means by which a marketing goal is to be achieved.Two factors that usually characterize a marketing strategy are

In 2008, Kodak's ink-jet printer could be considered a question mark because the market dramatically changed as consumers shifted from single-purpose to multi-function machines designed to print photos, make copies, scan images, and send faxes.Today Kodak now offers only multi-function ones.If Kodak can double or triple unit sales soon, this SBU star could become a _________, if online printing and sharing steal market share, the SBU could become a _________.

Which of the following statements regarding the strategic business unit level is most accurate?

Today's visionary organization uses key elements to (1) establish a foundation and (2) set a direction, using (3) __________

The marketing strategy to sell existing products to new markets is referred to as _________.

The reward to a business firm for the risk it undertakes in marketing its offerings is referred to as

its strategies that enable it to develop and market its offerings successfully.

What is the purpose of the evaluation phase of the strategic marketing process? How is it accomplished?

Planning gap refers to

A measure of the quantitative value or trend of a marketing activity or result is referred to as a

In 2007, Kodak introduced a line of digital picture frames that allowed consumers to upload, store, and view digital images; additional higher priced and more sophisticated elements were added to the line.By 2012, sales could approach 50 million units for market leader Kodak.According to the BCG matrix, this SBU is a

FIGURE 2-7 -See Figure 2-7 above.A small family owned gelato business is the town's favorite place for parents and children to stop on their way home from work or school.However, the business owner is barely making ends meet.The adults who stop by are always complimenting him on the unusual gelato flavor selections.He decides to experiment by packaging his special spices into small packets that can be used at home as flavorings for dinner drinks.Profits begin to rise.This is an example of a __________ strategy that would be found in box _________.

In the 1980s, a lapse in production quality and increase in Japanese imports drove the Harley-Davidson motorcycle company to the brink of bankruptcy.The company's share of the U.S.super-heavy-weight market-motorcycles with engine capacity of 850 cubic centimeters or more-collapsed from more than 40 percent in the mid 1970s to 23 percent in 1983.However, by 1989, Harley-Davidson controlled some 65 percent of the U.S.market; and both in the U.S.and overseas markets, the company won't be able to meet demand for years.From a marketing perspective, what was the most likely first step in Harley-Davidson's resurgence?

A _________ is a nongovernmental organization that serves its customers but does not have profit as an organizational goal.

In marketing, the philosophical reason for a firm's existence is referred to as its organizational _________.

When sales revenue is chosen as an organizational goal, a firm whose profits are acceptable