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

In measuring financial ROI,both the R and the I are uniformly measured in dollars.But there is as of yet no consistent definition of marketing ROI.

To improve its value delivery network,a company needs to examine the value chains of its suppliers and distributors.

According to the Boston Consulting Group approach,________ are low-growth,high-share businesses or products.

Which of the following is the most common approach to marketing organization?

Which of the following is a product-oriented business definition?

Briefly discuss how marketers measure return on marketing investment,explaining why this figure can be difficult to assess.

Why are many marketers today using customer-centred measures of marketing ROI?

A vendor for Ford Motor Company received the following message from one of Ford's marketing managers: "As we move forward during the 21st century,Ford is committed to building profitable customer relationships by creating more environmentally friendly cars and getting them to market faster at lower costs." The marketing manager is referring to Ford's ________.

A market-oriented mission statement should seek to ____________ because ___________.

Multinationals like Honda Motor Co.and Wal-Mart stores have designed programs to work closely with their suppliers to help them reduce their costs and improve quality.This illustrates the importance of an efficient ________.

Beyond standard performance measures,marketers are using customer-centred measures of marketing impact,such as customer acquisition,customer retention,customer lifetime value,and customer equity.

In the marketing management functions,a SWOT analysis should ________ a marketing plan.

Why should a mission statement be "motivating" instead of stated in terms of sales or profits?

Which department in a company carries the primary responsibility for achieving profitable growth?

Explain why,according to the authors of your text,the four Ps concept of the marketing mix takes a seller's view of the market,not a buyer's view.How should marketers consider the buyer's view?

Berman Electric,a chain of 18 appliance stores,has a marketing organization in which specialists head different marketing activities.What is this type of organization called?

Companies with many very different products or brands often create a market or customer management organization.

Holiday Inn has divided the total customer market into smaller segments and selected the most promising segments.Deciding what position it wants to occupy in these segments is called targeting.

In positioning its products,the company first identifies possible customer value differences that provide on which to build the position.competitive advantages

A sound marketing strategy begins with which of the following?