Exam 20: Strategic Marketing Planning

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's decision to get out of the tobacco business because it did not fit with the image of a sporting equipment supplier would have been part of its _____ strategy.

______ is the process of planning, implementing, and evaluating the effort of a group of people working toward a common goal.

A(n) _____ involves an analysis of where the company's marketing program has been, how it has been doing, and what it is likely to face in years ahead.

In pursuing one or more product-market growth strategies, a company seeks to build its sales and profits. However, in the case of product development, a company may find that revenues rung up by new products may come at the expense of other products sold by the firm. This situation is called:

Which of the following statements about marketing mixes is True?

The _____ stage of the management process reflects the interrelated, continuing nature of management.

An annual marketing plan typically contains all of the following EXCEPT:

According to the GE business screen, when a firm has a weak position in a strong market, it should employ the divest strategy.

Tattered Covers is one of America's most successful independent book retailers. One of its competitive advantages is the atmosphere of trust and community that pervades the store. Check-writing customers are not asked to furnish identification, and all employees get a key to the store on their first day of work. The key symbolizes to the employees that this is their store. Employees are allowed to borrow any of the books in inventory. This policy creates more informed employees. These examples show some of the retail bookstore's:

A _____ is a means by which a strategy is implemented.

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. Associated British Food will more than likely use a _____ strategy with its newly acquired food and beverage unit.

If General Mills were to conduct a SWOT analysis, it would learn that one of its _____ is its brand equity in its well-established brands, such as Wheaties and Cheerios.

Katherine is a company that rents textiles to hospitals, restaurants, and companies whose employees wear uniforms. It is a booming industry, but current labor shortages are making it very difficult for the company to find appropriately skilled workers. This lack of skilled workers in Katherine's current location is an example of a company:

Haggar Apparel, one of the U.S.'s largest producers of ready-made custom-fit suits, has responded to the dress-down trend at work by adding jeans and a "relaxed, yet tailored" line of suits called City Casuals. According to the product-market growth matrix, Haggar Apparel is using a strategy of:

A target market is:

An organization's _____ states what customers it serves, what needs it satisfies, and what types of products it offers.

_____ is the managerial process of matching an organization's resources with its market opportunities over the long run.

At one time Procter & Gamble marketed both Charmin and White Cloud toilet paper with premium prices. The toilet paper industry has a low growth rate. Combined, the two brands gave P&G a relatively large share of the market for toilet paper. According to the BCG matrix, toilet paper would be an example of a(n) ______ for P&G.

A large laundry has developed a broad plan of action to deal with Environmental Protection Agency (EPA) requirements for wastewater discharge. Because this plan will help the laundry reach its objective related to reducing expenditures and attracting customers, it is an example of a:

In order to achieve its goal of being market leader in the fields in which it competes, General Electric used a _____ strategy to rid itself of over 200 product lines in which it was not the leading company.