Exam 3: Strategic Market Planning

Columbia Sportswear makes nylon activewear. Its marketing manager set a goal to increase sales 12 percent over the next three years through the introduction of a new line of comfortable, lightweight clothing for people who fish. The marketing manager is engaged in ________.

Marketers communicate a product's value proposition to the target market by implementing a ________.

Edy's is a brand of high quality ice cream. Edy's introduced Godiva ice cream and Starbucks ice cream to tempt ice cream lovers to eat even more ice cream. Edy's used a ________ strategy.

On the BCG growth-market share matrix, question marks are also referred to as problem children.

When the makers of a ballpoint pen state they are in the communication equipment business, they are defining their mission too ________.

PaperBackSwap.com needs to conduct a SWOT analysis. Explain the purpose of a SWOT analysis.

Analysis of a firm's internal environment identifies the firm's ________.

The ________ outlines how, when, and where the firm will make the product available to targeted customers.

Market planning is followed by the ________, which details how the plan will be carried out, outlining the day-to-day execution.

Briefly describe the four qualities SBU objectives should have. Why are these qualities important?

Which of the following quantifies how an investment in marketing impacts the firm's success, financially and otherwise?

Southwest Airlines uses a ________ to target customers who could not previously afford air travel.

When analyzing its portfolio of businesses with the Boston Consulting Group model, Disney views its movie brand as a star. What does this mean?

A growth strategy that attracts users of competitive brands is called a ________ strategy.

Compare and contrast strategic planning and operational planning.

One objective of a small regional marketer of office supplies is to enter new markets. Which of the following most accurately identifies a weakness of this objective?

Making adjustments to the marketing plan is part of which stage of market planning?

In a marketing plan, the ________ state what the marketing function must accomplish to achieve overall business objectives.

Unilever makes Rexona deodorant and antiperspirant, a leading brand of deodorant and antiperspirant. Because the worldwide market for deodorants and antiperspirants is growing rapidly, Rexona would be classified as a ________ on the BCG growth-market share matrix.

Areas of business within a firm that are distinct enough to have their own missions, business objectives, resources, managers, and competitors are referred to as ________.