Exam 20: Strategic Marketing Planning

Bayer is the name of a German chemical and pharmaceutical company. It has a pharmaceutical division, an agrochemical division, and a diagnostic division among others. Each of these divisions operates as a separate business entity and would be categorized as a:

Sky Is the Ltd. is an Israeli-based company that manufactures and distributes a wafer-thin cracker called Bible Bread. In 1995 it launched Galilee Splendor Inc. in the United States to act as a distributor of the bread in this country. This is an example of a _____ strategy.

_____ represent broad plans of action by which an organization intends to achieve its goals and fulfill its mission.

If one of the organizational objectives for a manufacturer of lawn furniture is to increase market share from 8 percent to 11 percent during the next year, which of the following would describe an appropriate strategy for the company to implement?

Decisions to change one of the four marketing-mix elements seldom affect any of the other elements.

The GE business screen classifies SBUs based on market attractiveness and:

The marketing mix:

To be worthwhile and workable, objectives should be:

One of the concerns of resellers of computer equipment is the fact new products by computer manufacturers may make the resellers' inventories obsolete. In other words, sales of the new product will _____ sales of existing products.

The owner of Royal Collectibles has defined the retail store's mission and has analyzed the store's competition and its customers. He has set an objective of increasing sales by 3 percent during the next 12 months. In terms of strategic company planning, what is the retailer's next step?

There are five major players in the orthopedics industry, and many smaller ones. Zimmer/Centerpulse, the largest of the orthopedic company, has 30 percent of the world market. According to the value discipline frame, Zimmer/Centerpulse has:

What is wrong with the following mission statement: "The goal of Mathis Building Supply is to please the American consumer"?

Kroger is a national supermarket chain that sells a wide variety of products under the Kroger brand. Some consumers do not perceive any store brand as being as good as other recognized national brands even though Kroger offers a money-back guarantee on any Kroger brand product that a customer believes is unsatisfactory. This perception of the Kroger brand as being lower quality products indicates a problem with the supermarket's _____ strategy.

For years Blyth Industries averaged about $2 million per year manufacturing and selling candles for religious purchases. The company then recognized the market for candles as home accessories and increased the company's sales to $500 million annually. By identifying the growing popularity of candles as an integral part of many home decors, it recognized a(n):

The product-market growth strategy of _____ calls for a company to develop new products to sell to its existing markets.

Andersen Windows maintains no finished product inventory. After an order is placed and reviewed for engineering safety, manufacturing begins. In 2002, Andersen made over 200,000 different styles of windows to meet the needs of a wide variety of customers. According to the _____, Andersen Windows has strong customer intimacy.

The Boston Consulting Group (BCG) matrix classifies a strategic business unit according to its market share relative to its competitors and:

In 2005, Centerpulse, Europe's largest orthopedic company, was purchased by Zimmer, a smaller, more solvent orthopedic manufacturer. This would be an example of a market development strategy.

To be worthwhile and workable, objectives should be quantitatively measured whenever possible.

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. This new company will begin with only a small share of the market, and the number of golfers worldwide is declining at a significant rate. Potentially, this new Nike division will be a(n):