Exam 2: Developing Successful Organizational and Marketing Strategies

-Lego has traditionally been successful selling its classic construction sets to boys. Recently, Lego introduced a line of building toys especially for girls called Lego Friends. It includes feminine characters, pink and purple theme colors, and allows girls to construct more story-related activities. The company felt this was a way to reach into the girl's toy market where alternatives include princess games and accessories. Considering Figure 2-5 above, this is an example of a __________ strategy that would be found in quadrant __________.

In recent years, many large firms have changed the title of the head of marketing from vice president of marketing to

A marketing strategy to increase sales of current products in current markets is referred to as

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

In the Boston Consulting Group (BCG) model for analysis of a firm's strategic business units, or SBUs, the horizontal axis reflects __________.

With a marketing dashboard, a marketing manager can glance at all of the following EXCEPT:

In the 1980s, a lapse in production quality and an 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 segment - motorcycles with engine capacity of 850 cubic centimeters or more - shrunk from over 40 percent in the mid 1970s to 23 percent in 1983. But by 1989, Harley-Davidson controlled some 65 percent of this market segment. From a marketing perspective, what was the most likely first step in Harley-Davidson's resurgence?

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

A for-profit organization refers to

Successful organizations must be visionary, which includes the ability to

-In Figure 2-1 above, C represents the

Two commonly used techniques to aid mangers with important decisions for setting a direction and allocating resources include __________ and __________ analysis strategies.

A marketing strategy refers to

An organization uses the strategic marketing process to answer all of the following questions EXCEPT:

The strategic marketing process

An action item list refers to an aid to implement a marketing plan that consists of four columns: (1) the task; (2) __________; (3) the date to finish the task; and (4) what is to be delivered.

A unique strength relative to competitors that provides superior returns, often based on quality, time, cost, or innovation, is referred to as a

A firm may have a goal to offer its customers the highest __________, as Medtronic does with its implantable medical devices.

Several years ago, Black & Decker purchased General Electric's small appliances product line. Black & Decker purchased the line because it needed the cash generated from a product line that had a dominant market share in the slow-growth small appliance industry. GE's small appliances product line is most likely a __________ for Black & Decker.

-An organization's special capabilities, including skills, technology, and resources that distinguish it from other organizations and provide customer value, are referred to as