Exam 3: Strategic Market Planning

________ strategies emphasize both new products and new markets to achieve growth.

Which of the following is the best example of an activity metric?

After initially targeting young game-playing consumers with its Wii home gaming system, Nintendo introduced the Wii system to older consumers in retirement homes for light exercise. Explain the kind of growth strategy Nintendo used.

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

A firm's internal business environment does NOT include its ________.

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

The second step in strategic planning is to ________.

Which of the following is NOT typically part of a firm's action plan?

How are marketing objectives different from corporate objectives?

________ refers to a company's estimate of the number of consumers who are willing and able to pay for a product.

Briefly discuss how marketers measure return on marketing investment. Explain why this figure may not be sufficient to judge marketing's effectiveness.

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

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

SWOT stands for strengths, willingness, opportunities, and threats.

Which of the following is true about business planning?

Which of the following is a marketing metric used to provide insight into the performance of current marketing efforts so that adjustments can be made to improve performance?

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.

Briefly describe the purpose and components of an action plan.

Each year, a media company asks every department manager to rate his or her department's strengths and weaknesses as well as those of the other departments with which the department interacts. Then each department manager is asked what he or she sees as the greatest threats and opportunities for the company. The media company is asking its department managers to engage in a ________.

Analysis of a firm's internal environment identifies the firm's ________.