Exam 2: Developing Marketing Strategies and Plans

After an organization fails to respond to a changed environment, recapturing its lost position is not difficult.

The traditional view of marketing is that the firm makes something and then ________ it.

In the central role of strategic planning, only a handful of companies stand out as master marketers-Procter & Gamble, WestJet Airlines, Nike, Disney, Walmart, and McDonald's to name a few. From a consumer's perspective why do you think they stand out? Explain.

In the past Kodak was not necessarily known for embracing technology that did not come from Kodak engineers and designers. However, as Kodak addresses the digital revolution taking over the photographic industry, it wants customers to see it as a leader in digital photography and is moving away from its connection to print-only photography. This would be an example of which of the following value-creation steps?

What four corporate and division strategic planning activities all corporate headquarters must undertake?

Lee Wong has been put in charge of gathering marketing intelligence, disseminating it within his organization, and eventually directing action on the information. Which of the following core business processes most closely matches with the task that Mr. Wong has been given?

The Aeroplan rewards program promotes the products and services of its partners, including Fairmont hotels, Avis car rental, etc. The best description of this form of alliance would a ________ alliance.

A good illustration of a market definition of the business a company is in would be "We sell gasoline."

The formula "segmentation, targeting, and positioning" is the essence of strategic marketing.

As a marketing manager for a large steel company you have been assigned the task of educating a group of new managers on how to prepare a marketing plan. Though few of these managers will actually ever have to prepare such a plan because of their functional roles in the organization, it is still very useful that each new manager know how to construct a marketing plan. Prepare a brief summary of the contents of the marketing plan for the new managers. You may keep your discussion general or make it specific to the steel industry.

The holistic marketing framework is designed to address three key management questions. Which of the following is one of those questions?

Identify the elements of a tactical marketing plan for a new kind of cola.

Which of Michael Porter's generic strategies would be most appropriate for an organization that concentrates on achieving superior performance in an important customer benefit area valued by a large part of the market? Quality leadership would be one example of the end result of such a strategy.

The ________ process consists of corporate, division, business, and product planning.

If you were the marketing manager of an organization that had chosen growth via current products sold to new markets, your organization would have chosen a ________ strategy.

Which of the following terms most closely matches to "the shared experiences, stories, beliefs, and norms that characterize an organization"?

Value delivery process can be divided into three phases, out of which "choosing the value" implies _______, which is the essence of strategic marketing

One of the characteristics of a good mission statement is that it has an expansive number of goals for doing business.

When H&R Block and Hyatt Legal Services combined their efforts (two service businesses), they also joined marketing forces to create a strong alliance. Which of the alliance forms cited in the text most closely matches the H&R Block and Hyatt Legal Services alliance? Explain.

Market-penetration, product-development, and market-development strategies would all be examples of ________ strategies.