Exam 2: Developing Marketing Strategies and Plans

During the planning process,if there is a gap between future desired sales and projected sales,corporate management will need to develop or acquire new businesses to fill it.Identify and describe the three strategies that can be used to fill the strategic gap.

Holistic marketers achieve profitable growth by expanding customer share,________,and capturing customer lifetime value.

Which of the following elements of a marketing plan permits senior management to grasp the plan's major thrust

Intel's breakthrough "Intel Inside" marketing campaign built awareness of the brand in an attempt to improve perceptions of ________ and differentiate its chips from those of other competing manufacturers.This strategy allowed Intel to charge PC manufacturers a premium for its chips.

Scenario analysis can be used to assist companies in appraising how well their corporate culture might match (or not match)potential business partners or acquisitions.

The task of any business is to deliver ________ at a profit.

The most frequently cited shortcomings of current marketing plans,according to marketing executives,are lack of realism,insufficient competitive analysis,and a ________ focus.

The firm should estimate its competitors' costs and performances as ________ against which to compare its own costs and performance.

To respond effectively and provide value delivery,the company requires ________ to integrate major business processes within a single family of software modules.

Holistic marketing focuses on the integration of value exploration,value creation,and value delivery as a means to build long-term relationships with consumers.

One conception of holistic marketing views it as "integrating the value exploration,________,and value delivery activities with the purpose of building long-term,mutually satisfying relationships and coprosperity among key stakeholders."

When a customer places an order at BookBox.com,the company processes the customer's payment information,sends the order to the nearest warehouse,and ships the order via FedEx.This is best described as the ________.

With respect to value delivery,________ allows the company to handle complex relationships with its trading partners to source,process,and deliver products.

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

Successful marketing requires having capabilities such as understanding,creating,delivering,capturing,and sustaining ________.

If you were the CEO of a company that was looking to implement strategies to fill a perceived strategic-planning gap,you would most likely explore ________ growth first because it is easier to improve an existing business than to build a new one.

Abbot Laboratories warehouses and delivers 3M's medical and surgical products to hospitals across the United States.The best description of this form of alliance would a ________.

Assume that you are directed to prepare a short brief explaining the steps of the Business Unit Strategic Planning Process.Your task is to construct such a brief by carefully outlining the steps of the aforementioned process.

A good illustration of a marketing objective would to "decrease customer acquisition costs by 1.5 percent per quarter."

A(n)________ is when a company might seek new businesses that have no relationship to its current technology,products,or markets.