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

The growth strategy of diversification involves offering modified or new products to current markets.

Kimball Gardens is a company that operates as two distinct businesses: one that sells lawn and garden products and one that markets booklets.Each business is called a ________.

Question marks in the BCG matrix require a lot of cash to hold their share,let alone increase it.

Guided by marketing strategy,the company designs a marketing mix made up of factors under its control: product,price,place,and promotion.

When evaluating strategic business units (SBUs),most portfolio analysis methods evaluate on two dimensions,namely ________ and ________.

In the four Ps of the marketing mix,design,packaging,services,and variety all fall under the category of ________.

Your new employer has asked you,as a new marketing graduate,to develop a group of potential customers who might respond in a similar way to a given set of marketing efforts.You have been asked to develop a(n)________.

Once all of strategic business units (SBUs)have been identified,successful companies will often __________.

Which of the following is the place a product occupies in the consumer's mind relative to competition?

In SWOT analysis,which of the following would be considered a strength?

Making more sales to current customers without changing a firm's products is ________.

Why should a mission statement be market oriented instead of product or technology oriented?

Evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are attained is called ________.

Which of the following is the process of dividing a market into distinct groups of buyers with different needs,characteristics,or behaviours?

Which of the following provides an answer to this question: What is our purpose and what do we want to achieve?

The process of developing and maintaining a strategic fit between the organization's goals and capabilities and its changing marketing opportunities is called ___________ .

Today the four Ps are compared to the four Cs.Product and place are called ________ and ________,respectively.

Favorite Memories specializes in serving gift shoppers that major competitors overlook and ignore.Which of the following best describes Favorite Memories?

A strategic business unit (SBU)is a company division or product line,never a single product or brand.

Canadian Tire sells tools and home-improvement products.The retailer defines its ________ as such: "to offer products and services to meet the everyday needs of Canadian families-today and tomorrow."