Exam 3: Strategic Market Planning

Strategic planning is also referred to as functional planning.

Managers using the Boston Consulting Group growth-market share matrix are assessing the potential of a firm's existing SBUs to generate cash needed to invest in other businesses.

John H.Harland Company is a large company with 5,200 employees and almost $800 million in annual 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.

The four Ps are the components of the ________.

Which of the following types of managers would be most likely to engage in operational planning on a regular basis?

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

During past years,the Oreo cookie has undergone many changes.It is no longer just a cookie.Oreo cookies now appear in breakfast cereals,ice cream,pie crust,cake mix,frosting,brownies,and granola bars.These are all examples of which type of growth strategy?

Which of the following best describes the components of the marketing mix?

The ________ determines how much a firm charges for a product.

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

In recent years,airlines have used debundling strategies,charging fees for perks such as checked baggage that had previously been included in the ticket price.This is an example of a ________ strategy.

________ strategies introduce a firm's current products into new markets.

To ensure attainability,marketers increasingly try to state objectives in general terms.

Reach and frequency of advertising,timeliness and accuracy of competitive intelligence,and consumer word-of-mouth activity are all examples of ________.

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.

Market planning is followed by the ________,which details how the plan will be carried out,outlining the day-to-day execution.

Market planning is a type of ________.

Orkin Pest Control Service knows homeowners skimp on maintenance such as pest control during recessions.It also knows that the more consumers know about bugs,the more likely they are to buy the company's services.So Orkin teamed with the Smithsonian Institution on the Insect Safari,a traveling exhibit designed to teach people about the critters.The Safari truck visited 108 cities during one year,leaving a wake of creeped-out insectophobes reaching for the phone numbers of the local Orkin franchise.Business increased in each city the Safari truck visited.Decisions on which cities to visit and what kinds of promotion to use in each city visited are both examples of ________ plans.

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.

The promotional strategy identifies how,when,and where the firm will make the product available to targeted customers.