Exam 2: Developing Marketing Strategies and Plans

The firm's success depends not only on how well each department performs its work,but also on how well the various departmental activities are coordinated to conduct core business processes.List and briefly describe the five core business processes.

Identify and give examples of the four major categories of strategic alliances.

The traditional view of marketing is that the firm makes something and then sells it.

Critics of Nike often complain that its shoes cost almost nothing to make,yet they are priced so high.Identify the elements of providing and communicating value that add to Nike's cost structure and result in the high price of Nike shoes.

Contrary to popular belief,it is not possible to maximize sales and profits simultaneously.

In the communication stage of the value creation and delivery sequence,marketing must determine specific product features,prices,and distribution channels.

Which of the following is NOT one of the four planning activities undertaken by all corporate headquarters?

James Foo has been put in charge of gathering marketing intelligence,disseminating it within his organization,and eventually directing action on the information.Mr.Foo's task is best described as part of the ________.

A(n)________ is when a company might seek new businesses that have no relationship to its current technology,products,or markets.

If Sony defined its scope of business as "making copying equipment",it can be classified as a marketing definition.

To keep their strategic alliances thriving,corporations have begun to develop organizational structures to support them and have come to view the ability to form and manage strategic alliances as core skills.This is called ________.

The first phase of the value creation and delivery sequence is ________ that represents the "homework" marketing must do before any product exists.

Identify the elements of a tactical marketing plan for a new kind of cola.

The key to utilizing organizational core competencies is to ________ that make up the essence of the business.

Describe the characteristics a core competency should possess.

When one company licenses another to produce its offerings,or two companies jointly market their complementary offerings,it is called a ________.

Briefly summarize the contents of a marketing plan.

Through its inventory management technology and highly efficient shipping practices,IKEA is able to keep its inventory expenditure extremely low and to pass these savings on to consumers in the form of low prices.IKEA's strategy is best described as ________.

With respect to core business processes,the ________ includes all the activities involved in gathering market intelligence,disseminating it within the organization,and acting on the information.

Lee's Butchery has decided to purchase a meat-processing plant to gain more control of its beef supply and improve its profits.Which form of integrative growth strategy has Lee's employed?