Exam 2: Developing Successful Organizational and Marketing Strategies

Each strategic business unit has marketing and other specialized activities (e.g. ,finance,manufacturing,or research and development)at the ________ level,where groups of specialists actually create value for the organization.

The CEO of an organization

A strategic business unit (SBU)refers to

The clear,broad,underlying industry or market sector of an organization's offerings is referred to as its

In a marketing context,goal setting involves describing measurable ________ to be achieved.

The ________ element of the marketing mix includes discounts and allowances.

Medtronic,a company that makes heart pacemakers,introduced a new product at medical conventions across Asia to demonstrate its many beneficial features.The convention presentations are an example of its

Ben & Jerry's Marketing Dashboard (Dollar Sales and Market Share) -Consider the Ben & Jerry's Dollar Sales and Market Share figure here.A marketing manager for Ben & Jerry's notices that dollar market share for 2015 was 18.4 percent and for 2016 it was 20.0 percent.What simple formula was used to calculate the dollar market share percentages for each of these two years?

What is an organization's mission? What are some elements of a well-written mission statement?

Often used interchangeably with the term vision,a ________ frequently has a meaningful theme and a long-term orientation.

An organization's foundation includes which of the following?

Figure 2-3 -According to Figure 2-3 above,the image shown is an example of a(n)

Name and briefly describe the seven types of organizational goals or objectives.

A marketing ________ is defined as the means by which a marketing goal is to be achieved,usually characterized by a specified target market and a marketing program to reach it.

Suppose L.L.Bean,a catalog retailer,has set a goal to reduce merchandise returns by 20 percent for the holiday season.The firm would most likely have set ________ goal.

When a firm recognizes the critical importance of its employees by attempting to provide good conditions and opportunities,it sets an employee ________ goal.

Figure 2-7 -Consider Figure 2-7 above.A Florida-based flashlight company has been extremely successful due in part to the number of hurricanes in Florida that result in power outages.The firm is thinking of expanding its product offerings to include other emergency supplies such as generators and survival kits (consisting of food bars,a water filtration system,first aid supplies,etc. ).Before going ahead with this decision,several factors had to be considered: (1)The firm has a great reputation with its flashlights and does not want to ruin it.(2)Its physical plant could be refitted relatively easily to make small generators,but it would be rather costly.(3)It would have to rely on another firm to manufacture and package the survival kits.(4)Although there are nine named hurricanes scheduled for the upcoming year,no one really can predict what will happen.The company's need to refit its factory would fall in which quadrant(s)of the SWOT analysis grid?

Organizational strategies vary in two ways,depending on

An aid to implementing a marketing plan that consists of four columns: (1)the task;(2)the person responsible for completing that task;(3)the date to finish the task;and (4)what is to be delivered is referred to as

A mission statement should be