Exam 2: Strategic Market Planning: Take the Big Picture

In recent years,security regulations enacted through the Transportation Safety Administration have affected Southwest Airlines.These regulations are part of the ________ affecting this airline.

A business plan ________.

A film company has a high market share in the children's film market.The children's film market has low growth potential.This business fits into the ________ category of the BCG growth-market share matrix.

PaperBackSwap.com needs to conduct a SWOT analysis.Explain the purpose of a SWOT analysis.

When General Mills urged consumers to lower their cholesterol by eating Cheerios twice a day over the course of six weeks,the aim was to increase usage among current customers.General Mills used a ________ strategy.

A growth strategy that attracts users of competitive brands is called a ________ strategy.

Which step in developing a marketing plan includes an analysis of the marketing environment?

Questions such as "What business are we in?" and "What customers should we serve?" are typically addressed in the ________ stage.

If Xerox had continued to define its ________ in terms of just producing copy machines instead of providing "document solutions," the shift to electronic documents would have left the company in the dust.

The ________ for Mothers Against Drunk Driving (MADD)is "to stop drunk driving,support the victims of this violent crime,and prevent underage drinking."

After marketing strategies are developed,the next step in marketing planning is ________.

Because Cie de Saint-Gobain of France is Europe's leading distributor of building materials in the high-growth building industry,it is an example of a cash cow.

The CEO,president,and top executive officers are responsible for ________ in the strategic plan.

Business planning is a process of making decisions that guide the firm in both the short and the long term.

Typically,each action plan carries a budget item.

Unilever makes Rexona deodorant and antiperspirant,a leading brand of deodorant and antiperspirant.Because the worldwide market for deodorants and antiperspirants is growing rapidly,Rexona would be classified as a ________ on the BCG growth-market share matrix.

The four Ps of marketing are people,placement,promotion,and pricing.

Many airlines now encourage customers to purchase online "ticketless" flight reservations by charging a fee to those who purchase tickets at ticket counters.This is an example of a ________ strategy.

Archetype is a Unilever SBU that markets a number of different tea brands around the world.Each brand addresses the taste and emotions of local tea cultures.Which of the following would be part of Archetype's internal environment?

The BCG matrix is a useful approach to evaluate current businesses.Describe a device that a firm could use to decide how to make growth happen.