Exam 3: Strategic Market Planning

John H. Harland Company is a large company with 5,200 employees and almost $800 million in annual sales. The company is best known for printing personal and business checks. Harland Analytical Services is a technology company that produces software that enables banks to gauge the behavior of their customers by tracking their spending habits. In addition, Harland owns Scantron, a computerized testing and assessment company. The ________ for John H. Harland Company includes its check-printing business, its financial software business, and its testing and assessment business.

The ________ is the most fundamental part of the marketing mix.

A mission statement is a formal document that describes the organization's overall purpose and what it hopes to achieve in terms of its products, resources, and ________.

Many airlines now sell tickets almost exclusively through online third-party vendors. This is an example of a ________ strategy.

________ is a tool management uses to assess the potential of a firm's business portfolio. It helps management decide how to allocate resources among the firm's current SBUs.

After initially targeting young game-playing consumers with its Wii home gaming system, Nintendo introduced the Wii system to older consumers in retirement homes for light exercise. Explain the kind of growth strategy Nintendo used.

In recent years, airlines have used debundling strategies, charging fees for perks such as checked baggage that had previously been included in the ticket price. This is an example of a ________ strategy.

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

To ensure attainability, marketers increasingly try to state objectives in general terms.

Argo is the world's leading brand of small vehicles that are designed to be driven on all types of terrain and in all types of weather. The vehicles can carry up to six passengers. The market for such vehicles is no longer growing due to the recent economic downturn. In terms of the BCG growth-market share matrix, Argo would be classified as a ________.

How do product development strategies create growth? Give an example of how a company could use a product development strategy.

Which of the following best describes the components of the marketing mix?

Strategic business units (SBUs) are individual units representing different areas of business within a firm that have their own missions, business objectives, resources, managers, and competitors.

Jay Minkoff at First Flavor may use the Boston Consulting Group (BCG) matrix to help him make decisions for his firm. What does he need to understand about the purpose of the matrix and the four categories of the BCG growth-market share matrix?

The four Ps are the components of the ________.

________ decisions identify how marketing will accomplish its objectives in the target markets by using product, price, promotion, and place.

The promotional strategy identifies how, when, and where the firm will make the product available to targeted customers.

________ strategies introduce a firm's current products into new markets.

The three levels of business planning are ________.

The vice president of marketing of a software development company periodically develops a(n) ________, which includes marketing research data on the target market, marketing objectives such as "to increase new customers by 20 percent," and a list of who will be responsible for implementation.