Exam 3: Strategic Market Planning

A manager's decision to run a quarter-page ad in the business section of the local newspaper to promote goodwill toward his company is part of an operational plan.

Briefly describe the purpose of a portfolio analysis.

________ is the managerial decision process that matches the organization's resources and capabilities to its market opportunities for long-term growth.

The ROMI of a campaign is an example of a(n) ________.

Orkin Pest Control Service knows homeowners skimp on maintenance such as pest control during recessions. It also knows that the more consumers know about bugs, the more likely they are to buy the company's services. So Orkin teamed with the Smithsonian Institution on the Insect Safari, a traveling exhibit designed to teach people about the critters. The Safari truck visited 108 cities during one year, leaving a wake of creeped-out insectophobes reaching for the phone numbers of the local Orkin franchise. Business increased in each city the Safari truck visited. Decisions on which cities to visit and what kinds of promotion to use in each city visited are both examples of ________ plans.

Alaska Airlines decided to fly a model of the Boeing 737 with overhead bins with significantly increased luggage space. This is an example of a ________ for Alaska Airlines.

How are marketing objectives different from corporate objectives?

Opportunities and threats come from a company's internal environment.

________ strategies emphasize both new products and new markets to achieve growth.

Assignment of responsibilities, time lines, budgets, and measurement and control processes are documented in a(n) ________.

A firm's pricing strategy includes plans for prices for the final consumer as well as pricing that the firm will charge wholesalers and retailers.

The BCG growth-market share matrix measures which of the following?

A firm's internal business environment does NOT include its ________.

Employee morale, promotion strategies, and competitors' reactions are all aspects of a company's internal environment.

A sales manager sets an objective for her team to increase the units sold by five percent for the quarter. This objective is most likely part of a detailed ________ plan that is created annually, semiannually, or quarterly.

A firm's ________ determines how much a firm charges for a product.

SBU stands for ________.

________ is the formal process of monitoring progress toward meeting marketing objectives.

The four Ps of marketing are people, placement, promotion, and pricing.

The BCG matrix is a useful approach to evaluate current businesses. Describe a tool that you could use at a firm to decide how to make growth happen.