Exam 2: Developing Marketing Strategies and Plans

With respect to the core business processes,the ________ is considered to be all the activities involved in defining target markets and prospecting for new customers.

The collaborator's ________ involves horizontal partnerships,where companies choose partners based on their ability to exploit related market opportunities,and vertical partnerships,where companies choose partners based on their ability to serve their value creation.

The first phase of the value creation and delivery sequence is ________ that represents the "homework" marketing must do before any product exists.

If a firm pursues a ________ strategy,it must be good at engineering,purchasing,manufacturing,and physical distribution.

To keep their strategic alliances thriving,corporations have begun to develop organizational structures to support them and have come to view the ability to form and manage partnerships as core skills.This is called ________.

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

Competitors find it hard to imitate companies such as Southwest Airlines,Dell,or IKEA because they are unable to copy their ________.

Harvard professor Ted Levitt argues that ________ of a business are superior to ________.

James Franks has been put in charge of gathering marketing intelligence,disseminating it within his organization,and eventually directing action on the information.Mr.Franks' task is best described as part of the ________.

Good mission statements are essential to being a success in business.Describe the three major characteristics that good mission statements should have.

Procurement,technology development,human resource management,and firm infrastructure are handled in certain specialized departments and are called ________.

During Jill's market research study,many customers indicated that traditional oven mitts made it very difficult to hold cooking utensils,pots,and baking dishes,resulting in frequent spills and burns.Jill brought her findings to the research department,and her company leveraged its engineering and design competencies to develop a new hand-held hot-pad that allows for significantly greater dexterity in handling hot cooking implements,while protecting the cook from burns.This is an example of the ________ element of the holistic marketing framework.

Once Starbucks had established itself as a presence in thousands of cities internationally,the company sought to increase the number of purchases by existing customers with a ________ strategy that led to new in-store merchandise,including compilation CDs and high-speed wireless access.

The first step in the business unit strategic-planning process deals with which of the following

Gymboree is a 530-store chain that sells children's clothing to upscale parents.Because there are not enough parents making more than $65,000 year to support more stores,Gymboree has created Janie and Jack,a chain selling upscale baby gifts.Which intensive growth strategy is Gymboree employing

Hot Topic,a chain that sells rock-band-inspired clothes for teens,recently launched Torrid to give plus-size teens the same fashion options.Identify the three parts of the value delivery process and their function for Hot Topic.

Good marketing is the art of finding,developing,and profiting from marketing opportunities.What are the three primary methods for uncovering possible product or service improvements.

The firm's success depends both on how well each department performs its work,and on how well the various departmental activities are coordinated to conduct ________.

Market-driven organizations tend to excel in three distinctive capabilities: ________,customer linking,and channel bonding.

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