Exam 2: Company and Marketing Strategy: Partnering to Build Customer Relationships

The best known product portfolio planning method was developed by ________.

Sass and Bide,according to the text,could use the product\market expansion grid to develop strategies.The owners of the company would most likely find the grid to be quite useful for identifying ________.

A chain of 25 photographic portrait stores,operating nationwide,has organised its marketing organisation into different marketing activities that are headed by specialists.What type of marketing organisation is this?

From the consumer's viewpoint,in this age of customer value and relationships,the various Ps might be better described in terms of Cs,such as these four: ________,________,________ and ________.

A company should consider downsizing when products of an SBU no longer fit the company's overall strategy.

A broad mission leads to a hierarchy of objectives,including ________ objectives and ________ objectives.

A firm's mission statement should be the basis for both its business and marketing objectives.

The process of dividing a market into distinct groups of buyers with different needs,characteristics or behaviours is called ________.

Large companies that produce many different products flowing into many different geographic and customer markets usually employ some combination of the ________,________,________ and ________ forms of department organisation.

The BCG approach to portfolio analysis is less likely to provide a useful framework for analysis when which of the following conditions is evident?

When dealing with a ________,managers must decide whether to invest in it in an attempt to build it into a star or cash cow,or whether to phase it out.

________ is the marketing logic by which a company hopes to achieve profitable customer relationships.

A company's value chain is only as strong as its strongest link,or most effective department.

Modern marketing departments are arranged in all of the following ways,EXCEPT which one?

Unlike strategic-planning efforts of the past,which were conducted primarily by senior managers,today's strategic planning is more ________.

Which of the following is NOT a reason that a firm might want to abandon products or markets?

In the product\market expansion grid,two approaches to growth that do not involve new product development are ________ ________ and ________ ________.

An extruded plastics manufacturer is in the process of dividing a market into distinct groups of buyers with different needs,characteristics and behaviours who might require separate products or marketing programs.Which of the following is this firm doing?

When a company positions its product,it must first identify possible customer value differences within a market segment that could be the basis of a competitive advantage for the product.

________ is the process of developing and maintaining a strategic fit between the organisation's goals and capabilities and its changing market opportunities.