Exam 19: Pulling It All Together: the Strategic Marketing Process

Aldi is a no-frills grocery chain. It sells grocery staples right out of the crates and boxes with emphasis on low-priced, private-label brands. Aldi stores are typically about one-third the size of the traditional supermarket. By controlling expenses, Aldi customers can expect to save 30 to 50 percent on their grocery bills compared to Kroger customers. The chain targets bargain hunters who are willing to rent a cart and bag their own groceries. In terms of Porter's generic business strategy, Aldi uses a ________ strategy.

Hard Candy is a cosmetics company that markets the Palm Palette-all the make-up a "girl-on-the-go" needs without a cumbersome make-up bag. It comes in three shades: glam, funky, and girlies. Hard Candy targets women who are twenty-something (and to those who are pretending they still are). Which one of Porter's generic business Strategies does Hard Candy use?

Which of the following is NOT a managerial practice designed to improve the implementation of marketing programs?

Demeter fragrances are unlike perfumes because perfume manufacturers combine several scents to create a perfume. The founder of the company realized these fragrances smell wonderful on their own. More than 150 different individual scents Such as Woodsmoke, Rust, Vanilla, Mildew, Lobster, Lilies, and Chocolate are bottled under the Demeter brand. Each Demeter fragrance appeals to a unique market segment that prefers only that fragrance. According to the market-product grid framework, Demeter uses a__________ strategy.

List five guidelines for developing effective plans and planning.

At which stage in the strategic marketing process would improving marketing ROI be assessed?

As a new employee, your manager asked you to complete an action item list for an upcoming marketing project. Confused, you hesitated a moment before realizing that an action item list is pretty much the same as a:

As described in the textbook example, all of the following are examples of metrics used by General Mills' Channel Marketing Dashboard, except:

GE organizes their structure by marketing, finance, and R&D. GE's structure is referred to as:

Which type of firm can use a generic business strategy?

Which marketing strategy would most likely offer the greatest economies of scale in marketing costs?

Which of the following pieces of information is used in the evaluation phase of the strategic marketing process?

All of the following would be suitable reasons to engage in a merger to create synergies for the larger company, except:

Which of the following is NOT a step in developing program schedules such as Gantt charts?

Which of the following roles would not be classified as part of the functional groups at Pillsbury?

A yacht manufacturer releases a press release that states: "We make luxury 50, 100, 150, and 200 foot yachts, as well as, hobby fishing boats, and jet skis." The competition would view this as which strategy?

Figure 19-4 -In Porter's generic business strategy shown in Figure 19-4, Campbell Soup is likely to be found in which square?

Loving Care Pets manufactures dog food specifically created for puppies under three months of age. In terms of the market-product grid framework, Loving Care Pets is a small firm without sustainable comparative advantages in marketing or production resources and its strategy would be described as:

The actions taken during market product focus and goal setting, Step 2 of the planning phase, include: 1)set market and product goals, 2) select target markets, 3)_________, and 4)position the product.

The actions taken in situation (SWOT)analysis, or Step 1 of the planning phase, include: 1)identify industry trends, 2), 3)assess own company, and 4) research customers.