Exam 2: Developing Successful Marketing Strategies

In a new marketing role, your manager says: "You will be responsible for five SBUs." You give a puzzled look before remembering that SBU stands for:

David and Cecilia Stanford, owners of Prairie Herb vinegars, decided to offer the product in 5-ounce and 13-ounce sizes as well as in a 16-ounce European glass bottle. They decided to sell the vinegar only through the mail and to price the smaller bottles at $4.45 and the largest bottles at $13.25. They were determining its:

What are the three steps involved in the PLANNING phase of the strategic marketing process?

Apple Inc. has a number of patents around their operating system iOS technology. These patents are an example of their _________.

Which of the following would NOT be an example of stakeholders for a television production company like John Wells Productions?

Which of the following statements would most likely be heard at the functional level of an organization?

What is a corporate mission? How can it be used as a motivational tool?

Brittany read on the second page of the stockholder's report for a manufacturer of automobile parts, "Our goal for the next five year period is to double our return on investment." She now knows the company has ________ goals.

Which of the following statements about quality as a competitive advantage is true?

Gillette continues to manufacture Liquid Paper correction fluid for use with typewriters even though most of the world uses word processors. It is a small market that has little growth, but Liquid Paper has the largest market share, and Gillette invests no promotional monies in maintaining the declining product. Liquid Paper is an example of a:

As a new employee with medium-sized business in Toronto focusing on home outfitting, you analyze each of the different business areas: flooring, lighting, and Furniture separately to understand the profit margins in each area. Which tool did you likely use?

Many traditional educational institutions are facing budgetary constraints. Using the four market-product strategies as a framework for your answer, how might these institutions profitably expand in the new economy?

If McDonald's Canada decided to diversify its business offerings by buying out and operating a company like Red Lobster, their marketing strategy would be.

Zippo, which traditionally manufactures lighters, is considering offering motorcycle helmets. This is an example of which strategy"?

One of the weaknesses inherent in the use of the BCG portfolio analysis is that it:

Identify and describe the four market-product strategies an organization uses to identify alternative m opportunities. The four market-product strategies an organization uses to identify alternative market opportunities a

Today's visionary organization uses key elements to (1)and (2)set a direction using (3)its strategies that enable it to develop and market its offerings successfully.

A good product or service has features and characteristics that satisfy stated or implied needs. This is an example of a(n):

What are the basic differences between marketing strategies and marketing tactics?

When the Federal Government places Carbon Tax Caps on oil sand producers in Alberta, they are trying to balance the profit goals of businesses with their ________ goals.