Exam 2: Developing Successful Marketing Strategies

Goal setting as used in the text requires that the marketing manager set measurable _____ to be achieved.

When General Mills introduced Frosted Cheerios,it wanted to launch the product in half the time taken by any cereal manufacturer to launch a new cereal.General Mills created a team that studied the successful product launch of other companies' cereals to determine what went well and what did not.To learn these lessons from other cereal launches,General Mills used:

For several years,advertisements for Arm & Hammer baking soda have prompted consumers to place an opened box of the product in the refrigerator to lessen food odour and to replace that box monthly.The same ads advise customers to pour the used box down their kitchen sinks to freshen drains.Arm & Hammer employed a _____ strategy in its attempt to sell more baking soda.

Bill McDermott is President and CEO of SAP Americas and Asia Pacific Japan.SAP is a company that sells extremely expensive enterprise resource planning software to large and mid-sized companies.McDermott operates at the __________ level of his organization.

Corporate executives and world leaders of each country need to find an ideal balance between protecting its environment and providing its citizens with the additional goods and services necessary to maintain and improve their standard of living.This demonstrates a concern for:

The World Wrestling Federation (WWF)manages professional wrestling matches.In addition,the WWF owns and operates a successful club in NYC; it is partnered with Microsoft to manufacture Xbox video game consoles; it produced its own reality-based television show; and it has licensed and marketed a number of WWF-related toys and collectibles.All of these efforts have been targeted to fans of professional wrestling.From this description,you could say that the WWF has adopted a _____ strategy.

What are the three levels of strategy in organizations? Describe each.

Sheila Murray,brand director at Starbucks,had to determine how much to spend and then obtain funding to run a new national radio and print ad campaign.When it comes to implementing her plan,what component is Sheila paying attention to?

McCain is the largest French Fries provider to the food service and institutional market segment.When McCain decides to have a presence in over 100 countries,even if they are not profitable,their growth strategy is:

A campus service organization annually raises money through the sale of t-shirts.What are the major components of the marketing program it should use? Give one example of each.

Telus accepts their current profit level and focuses on increasing their market share,even though profitability may not be maximized.They are attempting to do what:

Loyal consumers have found numerous uses for WD-40 lubricating spray beyond what its manufacturer intended.A few years ago,its manufacturer ran a contest asking people to send in ways that they used the product.For example,some respondents said they were using the product as an insect killing spray (and some people really were.By capitalizing on the unforeseen ways its product gets used,the WD-40 manufacturer could implement a _____ strategy.

Every morning,the Marketing Manager for Whirlpool looks at an Excel spreadsheet that visually shows the sales of the previous day,categorized by retail outlet and advertising spend.This Manager is likely using which tool:

Research Development Manager,Marketing Manager,and Audit Manager are specialist roles likely found at which business unit level?

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

PeopleSoft designs,produces,and markets software that enables companies to automate basic human-resources functions such as payroll.At its inception,the company's leaders encouraged employees to get in touch with their feelings.The work environment was laid back,employees' dogs roamed the halls,and sunny days found employees playing Frisbee on the corporate lawns.This is known as:

Many traditional educational institutions are facing budgetary constraints.Using the four market-product strategies as a framework for your answer,how might these institutions profitably expand in the new economy?

Xbox video game consoles were developed through a joint venture between Microsoft and the WWF (World Wrestling Federation).Plans were made to rush the product to market to counter new Playstation and Nintendo consoles that were also being released about the same time.Complaints about the video game began immediately after its introduction.These complaints ranged from missing parts to incorrect programming. In which phase of the strategic marketing process did the Xbox strategy fail?

Terence,a small business owner was explaining how he was planning for the upcoming holiday season,"We've got to maximize our dollars of sales because profits are adequate at the moment." From this statement,he is most concerned with _____ goals.

Some corporations choose unit sales rather than sales revenue as an organizational goal.Sales revenues can be deceiving because of: