Exam 2: Developing Successful Organizational and Marketing Strategies

Cree markets LED (light-emitting diode) bulbs that replace the traditional incandescent bulb. The Cree LED 60w bulb consumes 85 percent less energy and lasts for 25,000 hours. Cree is an example of

If Ben & Jerry's were to sell children's clothing under the Ben & Jerry's brand to Brazilians for the first time, this would be an example of a __________ strategy.

The marketing strategy of developing new products and selling them in new markets is referred to as

The CEO of an organization

An organization's __________ are the fundamental, passionate, and enduring principles that guide its conduct over time.

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

Each strategic business unit has marketing and other specialized activities (e.g., finance, manufacturing, or research and development) at the __________ level, where groups of specialists actually create value for the organization.

The planning gap refers to

<no longer> Lands' End is primarily known as a catalog retailer. This means that traditional department stores, mass merchandisers, specialty shops, and other catalog retailers are considered to be Lands' End's

Part of the growth strategy for Yum! Brands, the parent company of KFC, Pizza Hut, and Taco Bell, is expansion of its current fast-food businesses into new markets, such as China, Russia, and India. This type of expansion would be a __________ strategy.

Weight Watchers is a weight-management company with operations in about 30 countries. Consumers buy almost $5 billion of Weight Watchers-branded products each year, and every week approximately 1.3 million people attend Weight Watchers meetings. The company's brand recognition and meeting infrastructure are difficult for competitors to match, providing a

The difference between the projection of the path to reach a new goal and the projection of the path of the results of a plan already in place is referred to as the

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

Which of the following statements reflects the key elements in developing a marketing strategy for L. M. Schofield, Inc., a company that produces specialized concrete surfaces for heavily trafficked areas such as retail outlets and amusement parks?

The actions taken during the implementation phase of the strategic marketing process include: (1) obtain resources; (2) __________; (3) define precise tasks, responsibilities, and deadlines; and (4) execute the marketing program.

A new company projects that its sales will exceed its expenses within the first year of operation. This is an example of which type of goal?

An organization's competencies include all of the following except

Groups of a small number of people from different departments in an organization who are mutually accountable to accomplish a task or a common set of performance goals are referred to as

George Zimmer, the former CEO of Men's Wearhouse, was known to the public as the bearded company pitchman who sells suits and sport coats on TV declaring, "You'll like the way you look. I guarantee it!" He also said that to be successful, "You've got to have a company that starts with trust and fairness." Zimmer was attempting to establish ___________ for Men's Wearhouse.

__________ argued that senior managers of 20^th century American railroads defined their business too narrowly, thus failing to create strategies to compete with airlines, barges, pipelines, and trucks.