Exam 20: Strategic Marketing Planning

A product's _____ is the image it projects in relation to competitive products as well as to other products marketed by the same company.

When Quaker Oats Company acquired Gatorade, Van Camp canned beans, Wolf chili, Ken-L-Ration dog food, and Celeste pizzas, it was using the product-market growth strategy called _____.

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

According to the BCG matrix, a strategic business unit (SBU) with a low market share in an industry with a high growth rate is classified as a:

For many years, the air freight business was a slow-growth industry. FedEx recognized the opportune moment for launching a service that would provide overnight delivery of high-value, low-weight merchandise. FedEx recognized a:

supplier.

An organization that uses the strategy of _____ develops new products to sell to new markets.

A _____ consists of people or organizations with needs to satisfy, money to spend, and the willingness to spend it.

The marketing manager is in the midst of the _____ stage of the management process when he hires an outside public relations firm to provide the publicity for a fundraiser for arthritis prevention the manager's company is running in conjunction with its introduction of an ointment to alleviate pain in arthritic joints.

The GE business screen classifies SBUs according to market attractiveness and business position.

A SWOT assessment:

"We provide quality lunch dates for young professionals who want to meet potential mates in a discrete, no-pressure atmosphere" is an example of a customer-oriented mission statement for a dating service.

A company would be in the _____ stage of the management process when it decided that its goal for next year was to create secondary demand for a new ointment to alleviate pain in arthritic joints it was introducing.

Novartis, a Swiss pharmaceutical company, sold its small food and beverage unit, which included Ovaltine brand malt drink, to Associated British Foods. Novartis used a _____ strategy with its food and beverage unit.

After Roto-Rooter, Inc., acquired Chemed Corporation, it tried to expand that division into residential plumbing repair work. So far, Roto-Rooter only has about 1 percent of what could be a very lucrative market. According to the BCG matrix, since the company has not achieved a strong foothold in an expanding but highly competitive market, the residential plumbing SBU can be classified as a(n):

According to the BCG matrix, a strategic business unit (SBU) with a low market share in an industry with a low growth rate is classified as a(n):

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. Blyth Industries recognized a:

Since the cigarette industry has a low growth rate, a cigarette brand with a low market share would be classified as a question mark.

Brose, a German manufacturer, is the world's biggest producer of the components that sit inside car doors and do the job of adjusting windows, locks, wing mirrors, and hi-fi systems. Brose sells primarily to European car manufacturers. Its biggest competitor is the U.S.-owned ArvinMeritor. Brose plans to build three plants in the U.S. by 2007 and expand its U.S. market share to 25 percent. This is an example of a _____ strategy.

Harry Potter, the fictional wizard, attends Hogwarts, a school for wizard training. If the headmaster of Hogwarts answered the question, "What business are we in?" He might respond, "To train young wizards to use their magical talents wisely and proficiently." This would be an example of a _____ mission statement.