Exam 20: Strategic Marketing Planning

When Wal-Mart opened a new store in Hong-Kong using the same retailing strategies that made it so strong in the U.S., it was using a _____ _____ strategy.

For which of the following products is the marketing plan most likely to have a time frame of less than one full year?

If the owner of a children's day-care center were to answer the question, "What business are you in?" with the statement, "We nurture children and provide them with a homelike environment that keeps their separation anxieties to a minimum," it would be an example of a _____ mission statement.

Harry Potter, the fictional wizard, attends Hogwarts, a school for wizard training. The _____ for Hogwarts could be, "To train young wizards to use their magical talents wisely and proficiently."

The National Football League (NFL) has expanded into various cities in Western Europe including Barcelona and London. Now Europeans can watch football just as it's played in the U.S. According to the product-market growth matrix, the NFL is using a strategy of:

By offering cash bonuses, prizes, and free vacations to travelers, Holiday Inn, Ramada Inn, and Hilton tried to increase sales in their present markets. Which of the following strategic alternatives did the hotel chains use?

Chaparral Steel uses only scrap iron and scrap steel in its very efficient continuous-casting process to make new steel. It is the only U.S. steel company that ships to Japan. Because of its low cost, it has gained a _____ over other U.S. steel manufacturers.

The Marriott Hotels division consists of 4 percent of all U.S. lodging rooms and is the nation's largest hotel/motel operator in the fast-growing lodging industry. According to the BCG matrix, this division would be classified as a(n):

Clorox bleach has 60 percent of its market. According to the value discipline framework, Clorox bleach has:

Neiman Marcus offers a unique product mix in its Christmas catalog each year. The news media often reports on the expensive and outlandish gifts that the retailer features like matching jewel-encrusted saddles. This unique product mix gives Nieman Marcus its:

In terms of a SWOT assessment, a company that identifies a strategic window has identified a(n):

Darby received e-mail from her supervisor this morning. The message told her that her department was "to decrease order-fulfillment errors by 3 percent during the next 6 months." Her e-mail message was most likely a(n):

The GE business screen classifies SBUs based on business position and:

Long-range planning is the responsibility of middle- and lower-level managers.

Target markets for a cleaning service would include families in which both spouses work, older people, upper-class consumers, and contractors who would want a house to be cleaned for prospective buyers.

An annual marketing plan does all of the following EXCEPT:

Carnival Cruise Line is the world's biggest cruise operator. The market for cruises has grown at about 10 percent annually for the last five years. In terms of the BCG matrix, Carnival would be a(n):

An executive summary, situation analysis, objectives, strategies, tactics, financial schedules, timetables, and evaluation procedures would all be part of a(n):

A product's positioning:

The _____ stage of the management process includes setting goals and designing both strategies and tactics to reach goals.