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

The four possible strategies that can be pursued for each strategic business units (SBUs)are ________,________,harvesting,and divesting.

Lucy Ortiz is preparing a PowerPoint presentation of the marketing process to show at a sales meeting.________ should appear in the centre of her diagram depicting marketing strategies and the marketing mix.

In the BCG matrix,"dogs" are low-growth businesses and products that do not generate enough cash to maintain themselves.

When an organization identifies and develops new markets for its current products and services,it is engaged in market development.

Into what quadrant of the product/market expansion grid would a "new and improved" product fall?

The marketing mix consists of product,price,place,positioning,and promotion.

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

Juanita Castro is looking at whether her company's strategies are well matched to its opportunities.Juanita is utilizing ________.

A company that sells one product line to many different types of markets and customers who have different needs and preferences often uses a geographic organization.

Google's mission statement could be "to be the world's best search engine" yet Google's actual statement is "to organize the world's information and make it universally accessible and useful." This reflects the guideline that mission statements should be ________.

Marketing dashboards are meaningful sets of marketing strategies measures in a single display used to monitor strategic marketing performance.

A statement of the organization's purpose-what it wants to accomplish in the larger environment-is called _______.

If Under Armour were move into non-performance leisure wear or begin making and marketing Under Armour fitness equipment,this would represent which strategy for growth?

Describe some of the problems with matrix approaches.

The process of customer-driven marketing involves which of the following?

Which of the following is the marketing logic by which a company hopes to achieve profitable customer relationships?

Why is it more strategic for Canadian Tire's mission to be about meeting the everyday needs of Canadians instead of simply to sell tools and home-improvement items?

The chief marketing officer (or CMO)heads up the company's entire marketing operation and represents marketing on the company's top management team.

In today's marketplace,competition increasingly takes place between entire value delivery networks rather than between individual competitors.

A ________ person heads up the company's entire marketing operation and represents marketing on the company's top management team.