Exam 3: Strategic Market Planning

In recent years, security regulations enacted through the Transportation Safety Administration have affected Southwest Airlines. These regulations are part of the ________ affecting this airline.

Why is it important to consider marketing as an investment rather than as an expense?

The second step in strategic planning is to ________.

The distribution strategy is the place component of the marketing mix.

A sales manager at ABC Services Inc. was required to track important marketing metrics each quarter. Give two examples of the marketing metrics this sales manager might report.

According to the BCG growth-market share matrix, ________ are strategic business units with products that have low market shares in fast-growth markets.

The growth-market share matrix developed by the Boston Consulting Group (BCG) is a type of ________.

Reach and frequency of advertising, timeliness and accuracy of competitive intelligence, and consumer word-of-mouth activity are all examples of ________.

After marketing strategies are developed, the next step in market planning is ________.

Planning means that an organization develops objectives while in the process of taking action.

Fence Patrol has developed an entirely new mounting system for chain link fences. Although they are a local company, through the acquisition of a distributor they now have the ability to market their products nationwide. Fence Patrol will most likely use a ________ strategy.

Identify an important difference between strategic planning and market planning.

Briefly explain the difference between lagging indicators and leading indicators.

During past years, the Oreo cookie has undergone many changes. It is no longer just a cookie. Oreo cookies now appear in breakfast cereals, ice cream, pie crust, cake mix, frosting, brownies, and granola bars. These are all examples of which type of growth strategy?

Define strategic planning. Discuss the steps involved.

The market for two-way radios is disappearing. A company with a small share of the two-way radio market would be considered a ________ in terms of the BCG growth-market share matrix.

According to the BCG growth-market share matrix, ________ are strategic business units with products that have a dominant market share in a high-growth market.

What type of strategy should a company use to manage its cash cows?

Why is it important for all business planning to be integrated?

Action plans are often referred to as ________.