Exam 19: Pulling It All Together: The Strategic Marketing Process

Demeter fragrances are unlike perfumes because perfume manufacturers combine several scents to create a perfume.The founder of the company realized these fragrances smell wonderful on their own.More than 150 different individual scents such as Woodsmoke,Rust,Vanilla,Mildew,Lobster,Lilies,and Chocolate are bottled under the Demeter brand.Each Demeter fragrance appeals to a unique market segment that prefers only that fragrance.According to the market-product grid framework,Demeter uses a _____ strategy.

Employees who have the responsibility to advise people in line positions but cannot issue them direct orders are usually in which position?

Figure: 19-6 -In Figure 19-6,the box labeled "E" illustrates which of the following market-product strategies?

The actions taken during market product focus and goal setting,Step 2 of the planning phase,include: 1)set market and product goals,2)__________,3)find points of difference,and 4)position the product.

The actions taken in situation (SWOT)analysis,or Step 1 of the planning phase,include: 1)identify industry trends,2)__________,3)assess own company,and 4)research customers.

Typically,the _____ marketing plan covers marketing activities over a period of two to five years in the future.The _____ marketing plan,which is highly structured and detailed,is usually developed by a product manager and begins with marketing research and ends after 48 weeks with the approval of the general manager.

Value-based planning combines marketing planning ideas and financial planning techniques to assess how much a division or a strategic business unit (SBU)contributes to:

Program schedules are described by all of the following statements,except:

The actions taken during market product focus and goal setting,Step 2 of the planning phase,include: 1)set market and product goals,2)select target markets,3)__________,and 4)position the product.

The key to all scheduling techniques is to:

Ben & Jerry's Homemade Inc.is a profitable company that has a reputation for quality.The company is committed to treating its employees fairly and acting ethically in all transactions.It seeks to purchase all of its supplies from socially responsible suppliers.It is a leader in protecting the environment and corporate philanthropy.Ben & Jerry's uses _____ to allow it to operate in this manner.

Which of the following pieces of information is used in a SWOT analysis,the first step of the planning phase of the strategic marketing process?

A firm following a differentiation strategy would be found in __________ in Figure 19-4.

What is marketing ROI? Why is it used?

The WestJet founders studied what to determine that their airline could be successful in Western Canada?

According to Porter's four generic business strategies model,a maker of super-premium Ontario Icewine would likely follow which strategy?

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 use when it launched its website?

The actions taken during market product focus and goal setting,step two of the planning phase,include: 1)set market and product goals,2)select target markets,3)find points of difference,and 4)__________.

List the three phases of the strategic marketing process and the output report for each.

Which of the following is NOT a step in developing program schedules such as Gantt charts?