Exam 20: Strategic Marketing Planning

The _____ to whom Amtrak could direct its marketing program include families on vacations, foreigners who want to see America, and students going to and from school.

For many years, the air freight business was a slow-growth industry. FedEx recognized the need for a service that would provide overnight delivery of high-value, low weight merchandise. In terms of a SWOT analysis, FedEx recognized a(n):

For a retailer of sporting equipment, ten Little League teams that need uniforms and equipment in order to participate in an upcoming tournament and have corporate sponsors who want to buy whatever equipment the teams need comprise a(n):

Shiseido is a Japanese manufacturer of cosmetics and toiletries. According to a situation analysis, its _____ lie in its solid brand reputation backed by the company's strong research and development capabilities and its high margin Cie de Peau brand.

In business, a _____ is a broad plan of action by which an organization intends to reach its objectives.

With the product-market growth strategy of _____, a company tries to sell more of its present product to its present market.

A large laundry wants to find a method to cut the costs of dealing with Environmental Protection Agency (EPA) requirements for wastewater discharge. One specific _____ is to purchase a Norchem Ultrapure System for chemical-free wastewater treatment, which meets the most stringent of EPA regulations while saving the company at least $25,000 annually.

General Electric, with its financial services division, its appliances division, its medical system division, and its locomotives division, is a good example of an organization that has followed a diversification strategy.

All of the following strategies are typically used with the GE business screen EXCEPT:

"We clean clothes" would be an example of a consumer-oriented mission statement for a dry-cleaning firm.

A company that sells manuals to retailers on how to arrange the store, reduce obsolescence, efficiently manage inventory, and other topics to improve retail store management has developed a new line of compliance manuals for retailers. Among the new manuals is one called How to Comply with Federal Employee Laws and an ADA Compliance Guide. This company is using the growth strategy of:

Kleen-Tex sells different kinds of floor mats that are used in various facilities including schools, retail operations, and manufacturing companies. The ad for the company aimed at textile rental companies stated there are 50 million places where non-residential buildings need a mat, and currently only 5 million of those places have a mat provided by a textile rental company. This ad describes a(n) _____ that might be revealed by a situation analysis.

Novartis, a Swiss pharmaceutical company, sold its small food and beverage unit, which included Ovaltine brand malt drink, to Associated British Foods. Associated British Foods plans to rejuvenate the business in the rapidly growing food and beverage industry. According to the BCG matrix, the unit that Novartis sold would be classified as a(n):

Charlie Schimming has opened a small business, selling a bottled mixture of hot and mild peppers, stuffed green olives, and spices. The product is distributed by mail. So far, no promotion other than word-of-mouth has been needed. For only $4.75, you can buy a pint jar of the mixture that you can use on everything from chili to Chinese food. The preceding describes the _____ for Schimming's product.

A marketing audit is another name for a situation analysis.

Businesses in the United States account for about two-thirds of India's export software services, for processing data. The reason so many U.S. organizations use the Indian processing centers is due to their low costs. This low cost gives the Indian data processing industry a:

A tactic:

Lantech manufactures stretch wrapping equipment that encases pallet loads of products in cocoons of clear plastic film. The company has an 80 percent market share due to patents it holds on certain technologies. These patents give Lantech a:

A _____ _____ is a combination of a product, how it is distributed and promoted, and its price.

A manufacturer and installer of bullet-proof glass had a decline in business due to a slowing economy. As a result, the company began offering to make and install bullet-proof glass to protect expensive and sometimes irreplaceable stained glass windows in churches and other public buildings. The company used a _____ strategy.