Exam 2: Developing and Implementing Marketing Strategies

Microsoft's marketing,technical skills,and continuing investment in improving its software systems give it a(n)____ because it makes computers easier to use.

Use the following to answer the questions. Southwest Airlines has a history of being able to retain its employees due to the atmosphere and culture of the company.Employees have been known to dress up in costume on an airplane,engage in "games" with the passengers,and generally provide a fun atmosphere for traveling.While other airlines have low rates of customer satisfaction,Southwest tends to maintain a high rating with its customers.Recent gas price hikes have caused most airlines to charge for checked luggage and to fill every flight to its maximum,adding to the negative experience of airline travel.Southwest keeps its costs low through several methods,one being that they do not serve meals on flights,or provide pre-boarding passes.The typical flight is two hours or less and occurs between several selected cities rather than flying to practically anywhere in the country.Southwest is known for its low fares,its dependability,and its on-time flights. -Refer to Scenario 2.1.Maintaining the current culture of "fun" for Southwest Airlines' employees is most likely a(n)

A functional organization works effectively for large,decentralized companies.

Discuss how a firm's orientation is related to the development of its strategic plan.

The primary way to reduce the discrepancy between planned and actual performance is to rewrite the performance standard.

A marketing strategy is a written document that specifies the activities to be performed to implement and control a firm's marketing activities.

Managers at the Littlefield Corporation are engaged in a complex process of revising their organization's mission and goals and developing corporate strategy,marketing objectives,marketing strategy,and,eventually,a marketing plan.This process is called

A disadvantage of organizing a firm's marketing unit by products is that

Hallaway's Corp.'s new shampoo,VS2,is faltering badly in the market.Hallaway's marketing personnel are unsure who is responsible for various marketing tasks,when these tasks are to be completed,or what resources have been allocated.Hallaway Marketing Director Carolyn Willis said that the problem is that VS2 has the most poorly written ____ she has ever seen.

For marketing implementation to be successful,the needs of ____ customers must be met.

Stars are profitable products that usually generate more cash than is required to maintain share.

An expected level of performance against which actual performance can be compared is a

A marketing plan

A competitive advantage is created when a company matches its core competency to the opportunities it has discovered in the market.

The Boston Consulting Group approach is based on a philosophy that a product's market growth rate and its market share relative to competition should be helpful in determining its marketing strategy.

If Apple measured and evaluated the quality of its goods,services,and processes as compared with those of the best-performing companies in the computer industry,it would be employing

A strategic window is

Customer Relationship Management strives to build satisfying exchange relationships between buyers and sellers by gathering useful data at all customer-contact points.

A market is a group of individuals and/or organizations that have needs for products in a product class and have the ability,willingness,and authority to purchase these products.

A core competency is something a firm does extremely well-sometimes so well that it gives the company an advantage over its competition.