Exam 2: Developing and Implementing Marketing Strategies

In what ways does having a mission statement help an organization achieve its goals?

Identifying and analyzing a target market and developing a marketing mix to satisfy individuals in that market are essential elements of which of the following parts of strategic planning?

Which of the following statements best describes total quality management?

The Acme Corporation is expanding operations into countries outside the United States.To improve local managers' responsiveness to local conditions,Acme's senior management has decided to delegate decision-making authority further down the chain of command.Acme is

The ____ strategy in an organization often does not live up to marketing planners' expectations.

Business decisions made in creating a marketing mix

Sayid's employer is currently developing a new marketing strategy.The top managers have developed the marketing strategy and have given it to Sayid so that he can now develop an implementation plan.Sayid's company will most likely end up with which type of strategy?

Use the following to answer the questions. EXperience Limited is a company which offers tours and vacations that include participation in an extreme sport,such as hang-gliding,bungee jumping,skydiving,and motocross.Adrian Moss,EXperience Limited's owner,has just finished developing the strategic plan,including marketing objective of growing his customer base by 15% during the coming year.He believes that the best way of reaching that objective is to promote to the college-aged student.In the past,the majority of his sales have been to males under the age of 29,participating in hang-gliding and bungee jumping at various tourist locations.He wants to expand his skydiving and motocross tours,but isn't sure whether or not the expansion will be profitable.He currently has a database containing all the customers who have gone on a hang-gliding or bungee jumping vacation with his company. -Refer to Scenario 2.2.The fact that college enrollments have been increasing at a fast rate the past few years is an example of ____ and creates a ____ for EXperience Limited.

When Opryland Hotel wants to have at least 90 percent of its customers indicating they had a memorable and satisfying experience at the hotel,this is an example of

Stratford Manufacturing is interested in total quality management and wants to learn more about its principles.Which of the following elements will Stratford not address in its investigation of TQM?

A marketing unit can be organized according to functions,products,regions,and

An organization's business goals should be derived from its

A marketing plan usually begins with a(n)

Corporate strategic planners focus on dimensions such as competition,diversification,differentiation,environmental focus,and interrelationships among SBUs.

A marketing objective need not be consistent with the firm's overall objectives.

A firm's organizational goals should be derived from its opportunities.

The term "____" describes measuring and evaluating a firm's quality in products and processes against industry leaders.

CyberCycle Inc.,is preparing a written document specifying the activities to be performed to implement and control its marketing activities.This document is called the

Which of the following is a characteristic of a marketing objective?

Define the four product categories used in the Boston Consulting Group (BCG)product-portfolio analysis.