Exam 2: Developing Successful Organizational and Marketing Strategies

Taking stock of where the firm or product has been recently, where it is now, and where it is headed in terms of the organization's marketing plans and the external forces and trends affecting it is referred to as

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

Identify and describe the four factors in a SWOT analysis and give examples for Ben & Jerry's Ice Cream that help identify the critical strategy-related factors that could impact the firm.

A family owns a gelato business next to a small town's park, a favorite place for parents and children to stop on their way home from work or school. However, the business owner is barely making ends meet. Customers frequently compliment his unusual gelato flavor selections. He decides to package his special flavorings into small packets that can be used at home for drinks. Sales of the packets soar and profits rise. This is an example of a __________ strategy.

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

The __________ element of the marketing mix includes personal selling and sales promotion.

Social entrepreneurs who start new ventures such as Teach for America and SIRUM are usually structured as __________ rather than business firms.

Consider the following Ben & Jerry's dollar sales and market share details. A marketing manager for Ben & Jerry's has been provided with a marketing dashboard display. He notices that dollar market share for 2014 was 18.4 percent and for 2015 it was 20.0 percent. What simple formula was used to calculate the dollar market share percentages for each of these two years?

The CEO of SAP, which sells expensive enterprise resource planning software to large and mid-sized companies, operates at the __________ level of his organization.

In 25 words or less, write a mission statement for a local community college.

An organization's foundation can be broken into three key elements:

A small-business owner was preparing her staff for the upcoming holiday season. Her women's apparel retail store had a great year-sales and profits were up 20 percent. In a meeting with her sales staff before opening the store on Black Friday, the day after Thanksgiving, she said, "We want to move as much inventory as possible. Not only can we highlight our holiday items, why don't we also mark down some of our other seasonal items while people are in a shopping mood?" From this statement, she is concerned with a __________ goal.

The Boston Consulting Group (BCG) has given specific names and descriptions to the four resulting quadrants in its growth-share matrix based on the amount of cash they generate for or require from the organization. Dogs are located in which quadrant of the BCG growth-share matrix?

A for-profit organization refers to

Consider the following Ben & Jerry's dollar sales and market share details. A marketing manager for Ben & Jerry's has been provided with a marketing dashboard display. She notices that dollar sales for 2014 were $240 million and in 2015 they were $250 million. What was the formula used to calculate the dollar sales for each of these two years?

Which of the marketing strategies for expanding sales revenue presents the most risk for an organization?

The __________ for the American Red Cross is "to prevent and alleviate human suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors."

Organizations that develop similar offerings, when grouped together, create

__________ the reward to a business firm for the risk it undertakes in marketing its offerings.

Which of the following statements regarding an organization's strategic business unit level is most accurate?