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

There are five alternative marketing strategies that can be identified by market-product grids: market-product concentration, market specialization, __________, selective specialization, and full coverage.

Percentage points of market share used as the common basis of comparison in an analysis to allocate marketing resources effectively for different product lines within the same firm are referred to as

Four basic business and management practices are what matter-"what really works," to use the phrase of the researchers who studied more than 200 management tools and techniques. These are: (1) strategy, (2) execution, (3) culture, and (4) __________.

The actions taken during the implementation phase of the strategic marketing process include: (1) obtain resources, (2) design the marketing organization, (3) develop schedules, and (4) __________.

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

People in __________ positions have the authority and responsibility to issue orders to people who report to them.

Differentiation focus strategy refers to one of Porter's generic business strategies that

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

Synergy analysis refers to

Two commonly used methods to improve marketing ROI (return on investment) are

The information needed for the implementation phase of the strategic marketing process includes: (1) a time-based agenda and an action item list to conduct a meeting, (2) __________, and (3) marketing research reports.

Which of the following statements best reflects the guideline of using a base of facts and valid assumptions for marketing plans?

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

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(n) __________ output report would be associated with the planning phase of the strategic marketing process.

A company that uses an organizational structure based on __________ uses functional groupings.

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

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

Marketing ROI (return on investment) is an extension of

One of Porter's four generic business strategies that requires products to have significant points of difference to target one or only a few market segments is referred to as a __________ strategy.