Deck 2: Developing Marketing Strategies and Plans

Question 1

The ________ consists of all the activities in receiving and approving orders, shipping the goods on time, and collecting payment.

A) prospecting process
B) fulfillment management process
C) customer acquisition process
D) relationship management process
E) customer equity process

Answer 1

fulfillment management process

Question 2

Scenario analysis involves developing plausible representations of a firm's possible future that make different assumptions about forces driving the market and include different uncertainties.

Answer 2

True

Question 3

At Xerox, a Customer Operations Group links sales, shipping, installation, service, and billing so these activities flow smoothly into one another. This is best described as the ________.

A) customer relationship management process
B) new-offering realization process
C) fulfillment management process
D) customer acquisition process
E) market-sensing process

Answer 3

fulfillment management process

Question 4

Brownbag is an online delivery service based in Dubai. It has several ________ that allows it to brings high-demand products that people usually buy in stores to people's doorsteps, and promises to deliver in under an hour.

A) business touch
B) core competency
C) market savvy
D) distinctive capabilities
E) intuitive synergy

Question 5

Credit card companies such as Visa may team up with universities, such as the American University in Beirut, to offer affinity credit cards; in past promotions for other institutions, they typically display an iconic image associated with the university on the card itself and may include an incremental donation program associated with purchases made using the card. The best description of this form of alliance would a ________.

A) pricing collaboration
B) product alliance
C) logistics alliance
D) network alliance
E) promotional alliance

Question 6

Ghandour in Lebanon specializes in chocolate, confectionary, beverages and other food products, while Gerber serves primarily the baby market. Which of the major competitive spheres within which a company can operate matches most closely to these two companies?

Question 7

Abdel runs a 50-store chain that sells children's clothing to upscale parents. Because there are not enough parents making more than US $65,000 year to support more stores, his company has created 'Fadil and Yasmin', a chain selling upscale baby gifts. Which intensive growth strategy is Abdel's company employing?

Question 8

Mike Lazaridis is president and co-CEO of Research in Motion (which created and manufactures the Blackberry wireless device). He hosts a weekly, innovation-centered Vision Series at company headquarters to focus on new research and company goals. As he states, "I think we have a culture of innovation here, and [engineers] have absolute access to me. I live a life that tries to promote innovation."What term is most closely applied to this organizational change phenomenon? Be sure to explain what the term means with respect to this example.

Question 9

Middle East Airlines is partnering with Air France, KLM, and Qatar Airways to allow travellers to make nearly seamless connections to hundreds of destinations. Which of the alliance forms cited in the text most closely matches this alliance? Explain.