Exam 2: Developing Marketing Strategies and Plans

With respect to the core business processes,the ________ includes all the activities involved in researching,developing,and launching new high-quality offerings quickly and within budget.

A ________ is a written document that summarizes what the marketer has learned about the marketplace and indicates how the firm plans to reach its marketing objectives.

One of the four major categories of strategic alliance involves sharing personnel (e.g.,human resource alliance)to staff alliance member marketing departments.

Today,the "mass market" is actually splintering into numerous ________,each with its own wants,perceptions,preferences,and buying criteria.

Characterize a marketing plan.

Sony's former president,Akio Morita,wanted everyone to have access to "personal portable sound," so his company created the Walkman and portable CD player.This vision was reflected in the company's ________.

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

Through its cutting-edge point-of-sale inventory management technology and highly efficient shipping practices,Wal-Mart is able to keep its inventory and logistics costs extremely low and to pass these cost savings on to consumers in the form of low prices.Wal-Mart's strategy is best described as ________.

Porsche makes only expensive cars and Gerber serves primarily the baby market.Which of the major competitive spheres within which a company can operate matches most closely to these two companies

A mission statement has as its primary focus the product and how to make it.

Another name for a company's value delivery network is "the intermediary team."

Most marketing plans cover ________.

The firm's success depends not only on how well each department performs its work,but also on how well the various departmental activities are coordinated to conduct core business processes.List and briefly describe the five core business processes outlined in the text.

A clear,thoughtful mission statement provides employees with a shared sense of purpose,direction,and ________.

MasterCard and Visa may team up with university alumni associations to offer affinity credit cards that typically display an iconic image associated with the university on the card itself and may include an incremental donation program associated with purchases made using the card.The best description of this form of alliance would a ________.

The ________ lays out the target markets and the value proposition that will be offered,based on an analysis of the best market opportunities.

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

Such areas as sales forecasts,expense forecasts,and break-even analysis are usually found in the financial projections section of the marketing plan.

If you wanted to find out more about target markets and the organization's value proposition,which of the following types of plans would most likely contain information that might be useful to you in your quest

The traditional view of marketing begins with a first step called strategic marketing.