Exam 2: Developing Marketing Strategies and a Marketing Plan

Conduct a brief SWOT analysis of your prospects of finding a good job related to your major when you graduate (if you already have such a job, think about finding a job with more responsibility. Be sure to include at least one factor representing each of the four major sections of a SWOT analysis, and be sure to label each factor to indicate which of those four sections it belongs in.

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Question 1

Correct Answer:

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To make sure the students clearly classify the factors, you might want to provide an answer space with four sections; in each one, include a blank line for the name of the section and additional space for the factor.Students will come up with a variety of answers depending on their individual situations. They will probably need to do some speculation for opportunities and threats. Here is a sample:Strengths-students might mention internship experience, past work experience, classes taken, personal characteristics, or personal contactsWeaknesses-possibilities include lack of experience, inability to relocate, or a low GPAOpportunities-could include expected growth in the field, a new firm starting up in the area that will be hiring, or a shortage of graduates in the fieldThreats-could include the recession, a glut of graduates in the field, or reduced demand for professionals in the field

Which factor, listed in a situation analysis for a major U.S. auto manufacturer, is the best example of an opportunity as identified by a SWOT analysis?

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Question 2

Correct Answer:

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Customer relationship software allows bank service representatives to quickly determine which types of accounts, loans, and credit cards a customer currently has. With this information, the service representative can determine what other bank services that same customer could potentially enroll in or purchase. This growth strategy is an example of

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Question 3

Correct Answer:

Verified

Sodexo is a food services corporation that caters to school cafeterias, university dining halls, mess halls at military bases, and other large-scale food service facilities. If Sodexo were to begin selling individual frozen meals in supermarkets, it would be pursuing a ________ growth strategy.

(Multiple Choice)

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Question 4

The many successful movies produced by Disney are evidenced not only in the movies themselves, but in the various merchandise that features the characters from each movie. This merchandise can range from clothing to electronics to household items. Which type of growth strategy does this merchandise represent?

(Multiple Choice)

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Question 5

Customer retention programs are based on what concept?

(Multiple Choice)

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Question 6

Suppose your university made a sizable investment in its career services-additional counselors, increased efforts to bring in recruiters, and other services aimed at helping students find jobs. In terms of implementing the marketing mix, the university is enhancing the

(Multiple Choice)

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Question 7

In recent years, cellular (mobile)service providers have worked hard to eliminate "dead zones," providing customers with service wherever they traveled. By working to make the network available in more locations, cellular service companies were focusing on ________ value creation.

(Multiple Choice)

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Question 8

Your new sales manager, who previously worked for Boston Consulting Group, directs each sales rep to "toss out the dogs," "exploit the stars," and "milk the cows." Translate this into everyday English: What is the sales manager asking the sales reps to do?

(Essay)

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Question 9

In most companies, portfolio management is typically done at the SBU or ________ level of the firm.

(Multiple Choice)

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Question 10

The global athletic footwear market is expected to experience only very slow growth over the next several years. Nike is the market leader. According to Boston Consulting Group portfolio analysis, how should Nike treat its athletic shoe business?

(Multiple Choice)

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Question 11

Which actions would be the most likely to support and enhance an operational excellence macro strategy?

(Multiple Choice)

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Question 12

The process of dividing the market into groups of customers with different needs, wants, or characteristics is called

(Multiple Choice)

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Question 13

Over the last few months, Carlos and his colleagues have analyzed the current business situation and identified target markets for his firm's personal care products. Finally, they developed the products, prices, distribution, and promotion that should appeal to each of those target markets. In doing so, Carlos has also identified what he believes is an advantage his competitors cannot match. Carlos and his colleagues have been developing

(Multiple Choice)

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Question 14

A former advertising campaign for GEICO Insurance used the slogan "So easy, even a caveman could do it" to emphasize the ease of buying insurance on GEICO's website-implying it was simpler than using a competitor site. This campaign was part of GEICO's

(Multiple Choice)

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Question 15

Javier was thrilled to learn his company has decided to invest a great deal of money in the product he is managing. He knows that even with its recent high rate of growth and the fact that it dominates its market, he needs more money to establish it firmly. Using the BCG portfolio analysis, Javier's product would be classified as a(n)

(Multiple Choice)

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Question 16

Customers around the world know Pepsi and consider it a primary "go-to" brand if they want a refreshing drink. This positioning reflects Pepsi's careful implementation of

(Multiple Choice)

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Question 17

Webber Enterprises sells its business language dictionary to college students throughout the United States. Joseph Webber, the owner, wants to start selling the book to international students abroad. Webber wants to pursue a ________ growth strategy.

(Multiple Choice)

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Question 18

B&D is a small, local, heating and air conditioning business. The company views the nearby military base as a potential source of growth since B&D already installs and services the type of equipment the military would require. B&D is considering a ________ growth strategy.

(Multiple Choice)

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Question 19

As it pertains to the marketing plan, understanding the causes of performance, regardless of whether that performance exceeded, met, or fell below the firm's goals is important because it

(Multiple Choice)

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Question 20

Showing 1 - 20 of 129

Which factor, listed in a situation analysis for a major U.S. auto manufacturer, is the best example of an opportunity as identified by a SWOT analysis?

Sodexo is a food services corporation that caters to school cafeterias, university dining halls, mess halls at military bases, and other large-scale food service facilities. If Sodexo were to begin selling individual frozen meals in supermarkets, it would be pursuing a ________ growth strategy.

Customer retention programs are based on what concept?

Suppose your university made a sizable investment in its career services-additional counselors, increased efforts to bring in recruiters, and other services aimed at helping students find jobs. In terms of implementing the marketing mix, the university is enhancing the

In recent years, cellular (mobile)service providers have worked hard to eliminate "dead zones," providing customers with service wherever they traveled. By working to make the network available in more locations, cellular service companies were focusing on ________ value creation.

Your new sales manager, who previously worked for Boston Consulting Group, directs each sales rep to "toss out the dogs," "exploit the stars," and "milk the cows." Translate this into everyday English: What is the sales manager asking the sales reps to do?

In most companies, portfolio management is typically done at the SBU or ________ level of the firm.

The global athletic footwear market is expected to experience only very slow growth over the next several years. Nike is the market leader. According to Boston Consulting Group portfolio analysis, how should Nike treat its athletic shoe business?

Which actions would be the most likely to support and enhance an operational excellence macro strategy?

The process of dividing the market into groups of customers with different needs, wants, or characteristics is called

A former advertising campaign for GEICO Insurance used the slogan "So easy, even a caveman could do it" to emphasize the ease of buying insurance on GEICO's website-implying it was simpler than using a competitor site. This campaign was part of GEICO's

Customers around the world know Pepsi and consider it a primary "go-to" brand if they want a refreshing drink. This positioning reflects Pepsi's careful implementation of

Webber Enterprises sells its business language dictionary to college students throughout the United States. Joseph Webber, the owner, wants to start selling the book to international students abroad. Webber wants to pursue a ________ growth strategy.

B&D is a small, local, heating and air conditioning business. The company views the nearby military base as a potential source of growth since B&D already installs and services the type of equipment the military would require. B&D is considering a ________ growth strategy.

As it pertains to the marketing plan, understanding the causes of performance, regardless of whether that performance exceeded, met, or fell below the firm's goals is important because it

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