Exam 20: Strategic Marketing Planning

The primary weakness of all four planning models is that they oversimplify actual market conditions.

If you are asked to name a business newspaper, you are likely to name The Wall Street Journal. The publisher of this newspaper has engaged in _____ in order to be perceived as a market leader.

A _____ consists of a group of customers to whom the seller directs a marketing program.

A(n) _____ is the master blueprint for a year's marketing activity for a given business unit or product.

Lantech manufactures equipment that encases pallet loads of products in cocoons of clear plastic film. This SBU has had as much as an 80 percent market share in a high growth industry. Lantech is an example of a(n):

The strategy for a manufacturer of food concession trailers used by companies that provide the rides and entertainment at regional, state, and county fairs is to expand its distribution area to include purveyors of food at flea markets. A possible tactic it could use to implement this strategy would be to:

The _____ is the combination of the four primary elements that are intended to satisfy a target market.

Since the disposable baby diaper market has a high growth rate, a company with a low market share in this market would be classified as a question mark.

Shiseido is a Japanese manufacturer of cosmetics and toiletries. Its domestic market is mature, so it is expanding into the rest of Asia. With its Aupres brand, it is the market leader in the Chinese market for prestige cosmetics. The Chinese cosmetics and toiletries industry is growing rapidly. Aupres brand, which was developed specifically for the Chinese market and which is manufactured in Beijing is an example of a(n):

Central Jensen Group sells equipment to laundries. It operates Senking in Germany, which produces washroom automation equipment. It operates Jensen Switzerland and Metric Sweden, which manufacture garment-handling equipment. Flatwork systems are manufactured at Jensen Germany. Each of these operations is a separately identifiable business and is an example of a:

To be worthwhile and workable, objectives should:

Through a joint venture, Wal-Mart has established East China Wal-Mart Stores The strategic move for the U.S. retailer failed to win a foothold in the large and rapidly growing coastal Chinese retail market. According to the BCG matrix, Wal-Mart would classify its East China Wal-Mart stores as:

Nike is offering 82 new products for the committed golfer. Nike's expansion into golf products will be done through, Nike Golf, a separate company division with its own unique logo. Nike Golf is an example of a:

Adecco Career Service, based in Switzerland, is the world's largest temporary-job company. It recently acquired Resume.com, a provider of resumes and job-seeking services over the Internet to expand its line of career services. This acquisition was needed to implement Adecco's _____ strategy.

Amer Group is the world's leading manufacturer of tennis racquets, golf clubs, and Alpine skis with its Wilson brand tennis racquets and golf clubs as well as its Atomic brand ski. It also produces and sells cigarettes in Finland where it has a 75 percent share of the market. (It is licensed by Phillip Morris to produce the Phillip Morris brands in Finland.) In addition Amer Group owns Precor, a leading supplier of fitness equipment to gyms, health clubs, and private customers in the United States. A healthy cash flow from its tobacco unit allowed the conglomerate to specialize in sporting equipment. In 2002, it decided to get out of the tobacco business because it did not fit with the image of a sporting equipment supplier. -Amer Group operated separate manufacturing and marketing divisions for its Wilson brand, its Atomic brand, its Precor brand, and its cigarette business in Finland. These would be referred to as its:

At one time Marriott was in the food-service, restaurant, and lodging industries. When Marriott decided to sell its chain of Roy Rogers restaurants, the fast-food operation had low market share in a high-growth industry. According to the BCG matrix, the Roy Rogers division would have been classified as a(n):

If the owner of a dog grooming center were to answer the question, "What business are you in?" with the statement, "We wash dogs," it would be an example of a _____ mission statement.

In terms of a SWOT assessment, the forecast that the $15 billion orthopedics business is expected to grow to over $65 billion during the next decade due to the aging of the baby boomers is an example of a(n):

All companies have strategic business units (SBUs).

A strategic marketing plan involves doing all of the following EXCEPT: