Exam 2: Developing Successful Organizational and Marketing Strategies

A situation analysis requires a firm to consider the external forces and trends that affect it.Some of these may be favorable to the organization while others may be unfavorable.Which of the following is an example of an external force?

A marketing plan refers to

Alcatel offers a simple cell phone with calling and an FM radio for use in most international markets.This an example of Alcatel's

The Boston Consulting Group (BCG)business portfolio analysis requires an organization to locate the position for each of its strategic business units (SBUs)on a growth-share matrix.In a growth-share matrix,the vertical axis of the matrix indicates

A key role of the marketing department is to "look outward." This is accomplished by

A subsidiary,division,or unit of an organization that markets a set of related offerings to a clearly defined group of customers is referred to as a

At the functional level,the organization's strategic direction becomes

What is the purpose of the evaluation phase of the strategic marketing process? How is it accomplished?

An effective summary tool for an organization's situation analysis is referred to as

Figure 2-1 -In Figure 2-1 above,B represents the ________,the highest of the three levels of strategy in an organization.

What are the three steps involved in the planning phase of the strategic marketing process?

A marketing strategy is the means by which a marketing goal is to be achieved.The two parts that usually characterize a marketing strategy are

Which of the following statements about strategy is most accurate?

All of the following are marketing actions that can be taken as a result of a SWOT analysis except which?

An organization's foundation includes all of these except which?

Identify and describe the three steps of the planning phase of the strategic marketing process.

Weight Watchers is a weight-management company with operations in about 30 countries.Consumers buy almost $5 billion of Weight Watchers-branded products each year,and every week approximately 1.3 million people attend Weight Watchers meetings.The company's brand recognition and meeting infrastructure are difficult for competitors to match,providing a

Ben & Jerry's mission-driven approach led the company to successfully implement many highly creative organizational and marketing strategies.One example includes

To develop a successful marketing plan for a soft drink,the process of ________ would most likely be used to group consumers on the basis of whether they prefer sugar-free and caffeine-free soda,caffeine-free sugared soda,or regular soda with sugar and caffeine.

Figure 2-4 -In Figure 2-4 shown above,SBUs found in quadrant B would be called