Exam 22: Pulling It All Together: the Strategic Marketing Process

The information needed in market product focus and goal setting,Step 2 of the planning phase,includes

What is the primary disadvantage of employing a product specialization strategy?

Organizational groupings in which a unit is responsible for specific product offerings are referred to as

Marketing plans that cover marketing activities from two to five years into the future are referred to as

Ingram Micro is the biggest computer wholesaler in the world.It has two divisions.One provides supplies for companies that manufacture computer products,such as IBM and Microsoft.To them it sells motherboards,monitors,etc.The other has been developed to serve the needs of the resellers and retailers that sell computers to businesses and individual customers.To them,it sells user-ready computers.In this example,Ingram Micro most likely would use which type of organizational structure for marketing?

Figure 22-3 -In Porter's generic business strategies shown in Figure 22-3 above,which box represents a differentiation focus strategy?

People who have the authority and responsibility to advise people in line positions but cannot issue direct orders to them hold

A company that uses an organizational structure by marketing department,finance department,human resource department,etc. ,is most likely using ________ groupings.

A company that uses an organizational structure based on its snowboards,skiing equipment,and ice skates would most likely be using a ________ grouping.

Lockheed Martin's Skunk Works is a leader in delivering world-class aircraft.About 50 engineers and designers and 100 expert machinists closely follow this guideline for organizational structure and implementation: Use a small number of good people who

Hyundai Motor America (HMA)became the first automaker to offer consumers an Internet parts ordering system.The system was targeted only to current Hyundai owners and gave Hyundai the ability to collect a vast amount of customer data about people who buy its cars.Which of Porter's generic business strategies did Hyundai most likely use when it launched its Internet parts website?

Which of the following statements about the four basic business and management practices that researchers identified is most accurate? 

Annual ________ are documents that deal with the marketing goals and strategies for a product,product line,or entire firm for a single year.

According to Porter's four generic business strategies framework,a ________ strategy focuses on reducing expenses and,in turn,lowers product prices,while targeting a broad array of market segments.

The mathematical function that relates the expense of marketing effort to the marketing results obtained is referred to as

Figure 22-4 -In Figure 22-4 above,the market-product grid labeled B illustrates which of the following market-product strategies?

One way to improve implementation is to communicate goals and the means of achieving them.At Toyota,its design teams stress ________-"go and see"-a message about both a goal and a means of achieving it.

Explain what synergy analysis is and describe the five marketing strategies that result.

The information needed in a situation (SWOT)analysis or Step 1 of the planning phase includes

The key to launching a disruptive innovation like Google,Facebook,or the iPhone and iPad from Apple is to