Exam 15: Marketing and Strategic Planning

A firm can divest its SBU by selling it to gain cash.

A toothbrush manufacturer sells several lines of toothbrushes, which include a line for small children, one for people with gum problems, and one for people who wear dentures.Offering these different product lines is the result of _____.

A strategic business unit of Positive Associates requiring large injections of cash just to maintain its market share is an example of _____.

Communicating the mission statement is a business unit-level marketing function.

The ratio of the sales revenue of the firm to the total sales revenue of all firms in the industry, including the firm itself, is known as _____.

People's Agent distributes candies and coffee through its vending machines in Canada.The addition of sandwich vending machines to the same market is an example of a _____ strategy.

_____ is/are an organization's special capabilities, including skills, technology, and resources, that distinguish it from other organizations.

According to the users, uniqueness of their flavours makes the brand superior to other cake mixes.This gives Cakesandbakes a _____.

Many organizations have goals that are not profit-related.

Lawrell Associates, an SBU of Help Agencies, has a really low share of the low-growth markets.Lawrell Associates is a _____.

Quick Read, a company that rents books by mail using the Internet, stepped into an industry where no leaders existed.This situation proved to be an opportunity for Quick Read to establish a loyal clientele through reliable shipment of books overnight.This delivery system gave Quick Read its _____.

The goal of a SWOT analysis is to:

A _____ is a road map for the marketing activities of an organization for a specified future period of time, such as one year or five years.

Developing schedules is a key activity in the _____ phase of the strategic marketing process.

How can a corporate mission be used as a motivational tool?

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

Market penetration involves introducing new products in its new markets.

Strategic directions must be profit-focused and provide genuine value and benefits to the owners.

Frosty & Tasty, a manufacturer of ice creams, has explicit goals that state its intention to improve work conditions by adding more lighting and providing the workers with more and better safety equipment.This specifically implies that Frosty & Tasty recognizes the critical importance of _____.

Traveller's Plan LLC has been aggregating prospective buyers into groups that have common needs and will respond similarly to a marketing action.Which of the following is Traveller's Plan's undertaking?