Exam 2: Strategic Market Planning: Take the Big Picture

In the ________ step of the marketing planning process,decisions are made concerning what markets to target and what marketing mix strategies to use.

Columbia Sportswear makes nylon activewear.Its marketing manager set a goal to increase sales 12 percent over the next three years through the introduction of a new line of comfortable,lightweight clothing for people who fish.The marketing manager is engaged in ________.

John H.Harland Company is a large company with 5,200 employees and almost $800 million in sales .The company is best known for printing personal and business checks.Harland Analytical Services is a technology company that produces software that enables banks to gauge the behavior of their customers by tracking their spending habits.In addition,Harland owns Scantron,a computerized testing and assessment company.The ________ for John H.Harland Company includes its check-printing business,its financial software business,and its testing and assessment business.

Periodically,the Walt Disney Company recycles its oldest animated films such as Snow White back into the movie theaters to delight another generation of consumers.To what classification of the BCG growth-market share matrix would these old movies belong? Explain.

According to the BCG growth-market share matrix,________ are strategic business units with products that have a small share of a slow-growth market.

Concrete measures of various aspects of marketing performance are called ________.

The ________ outlines how,when,and where the firm will make the product available to targeted customers.

Effective objectives should be all of the following EXCEPT which one?

In a marketing plan,the ________ state what the marketing function must accomplish to achieve overall business objectives.

There is a total of ________ different types of SBUs represented within the BCG growth-market share matrix.

A firm's pricing strategy includes plans for prices for the final consumer as well as pricing that the firm will charge wholesalers and retailers.

The four Ps are the components of the ________.

A(n)________ is a document that describes the marketing environment,outlines the marketing objectives and strategies,and identifies how the company will implement and control those strategies.

Serengeti makes lightweight sunglasses with 100 percent UV protection for people who love to hunt,hike,and bike ride.Its long-term plans include the development of lenses that,in addition to protecting users from UV rays,will also have effective water-sheeting action to reduce lens spotting.This new feature will be valuable to people who fish.Serengeti has determined that fishing is one of the fastest growing sports in the United States.In terms of a SWOT analysis,Serengeti has recognized a market ________.

Why are business ethics an important issue in business planning?

The marketing planning process should be completed before the strategic planning process begins.

How are marketing objectives different from corporate objectives?

Briefly describe the purpose of a portfolio analysis.

Movie production companies sometimes re-release classic films to theaters to give people who enjoyed them the first time a chance to see the movies again.This is an example of a market penetration strategy.

Strategic planning for a firm such as Disney with several SBUs probably occurs ________.