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

Hard Candy is a cosmetics company that markets the Palm Palette-all the makeup a "girl-on-the-go" needs without a cumbersome makeup bag. It comes in three shades-glam, funky, and girlies. Hard Candy targets women who are 20-somethings. Which one of Porter's generic business strategies is Hard Candy most likely using?

Which of the following information is used in the development of the marketing program, the third step of the planning phase of the strategic marketing process?

Delphi Automobile Systems manufactures and sells satellite communications systems for automobiles that connect you and your car to 24-hour-a-day emergency service, direct you to a destination, and enable you to order a movie while on the road. Delphi Automobile Systems most likely uses

Describe a time-based agenda, an action item list, and a program schedule. What are their similarities and differences?

Share point refers to

Key problems that emerge in a firm's strategic marketing process include: (1) bad news is filtered out as information goes up the line to give top management a very rosy picture; (2) plans are based on very poor assumptions about environmental forces; (3) __________; (4) too much time and effort may be spent on data collection and writing plans that are too complex to implement; and (5) line operating managers often feel no sense of ownership in implementing the plans.

Organizational groupings in which sales territories are subdivided according to location are referred to as

The more a marketing plan is based on __________, the less uncertainty and fewer risks are associated with executing it.

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

Developing a program schedule involves: (1) identifying the main tasks, (2) determining the time required to complete each task, (3) arranging the activities to meet the deadline, and (4) __________.

Based on a market-product grid framework, which marketing strategy focuses on a single market segment but adds additional product lines?

The information needed for the implementation phase of the strategic marketing process includes: (1) __________, (2) organizational charts, and (3) marketing research reports.

Synergy analysis incorporates two business analysis tools, which are diversification analysis and

Within DuPont's textile fiber department, there is a separate product manager for rayon, acetate, Orlon, nylon, and Dacron. The product manager for DuPont nylon would be responsible for

Office Max provides low product prices for products strictly classified as office supplies. In terms of Porter's generic business strategy, Office Max is most likely using a __________ strategy.

Reflecting on the research study of over 200 management tools and techniques, which of the following companies is an example of a firm that excels based on a performance-oriented culture?

List the three steps of the planning phase of the strategic marketing process. Briefly describe actions that make up each of the three steps. What information is collected in each step?

An action item list is an aid to implement a marketing plan that consists of four columns: (1) __________, (2) the person responsible for completing the task, (3) the date to finish the task, and (4) what is to be delivered.

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.

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