Exam 15: Marketing and Strategic Planning

Transportation, coverage, and outlets are components of promotion, an element of the marketing mix.

Weredeth University voted to have one Internet connection for each student by the end of academic year 2009-2010.In 2002, there was one connection for every 35 students.In 2005, there was one connection for every 8 students.Putting a more realistic target date of an Internet connection for each student meant the goal would not be achieved until the end of 2013.The difference between the new projections and the original projections is called _____.

Describe the four market-product strategies an organization uses to identify alternative market opportunities.

At the functional level:

To make decisions regarding market allocations, the chief marketing officer of Touyer Inc.wants to see what effect the company's new print advertising campaign has on the brand's sales.For this, the executive must use a _____.

An effective technique a firm can use to appraise in detail its internal strengths and weaknesses and external opportunities and threats is called _____.

Which market-product strategy involves selling a new product to existing markets?

_____ is the annual rate of growth of the specific market or industry in which a given SBU is competing.

Quick Relief Pharmaceuticals currently sells its products only in United States.It recently developed a new pharmaceutical drug for cancer.The company was thinking of selling this new prescription drug in Canada, which would be a new market for Quick Relief Pharmaceuticals.The company was implementing a _____ strategy.

The strategic marketing process is so central to the activities of most organizations that they formalize it as a _____.

Following a(n) _____ goal, MediPharma Inc.offered senior citizens some of its most sought after prescriptions, for a month, at a price much lower than the normal cost.

Obtaining resources is a key activity in the _____ phase of the strategic marketing process.

Marketers are concerned with organization working towards profit goals.

Printmark Publishers engaged in a _____ strategy when it sold its famous weekly, You, in Canada for the first time.

Dustywinds Inc., operating in many parts of Canada, had to face several strikes in the early months of 2008.For the company, these strikes would be an example of a(n) _____.

Swift Buses LLC, which entered the tourist bus industry, saw only other bus operators as its competitors.Swift Buses LLC has been trapped in marketing myopia.

Plantopia Inc., a 20-year-old organization with different SBUs, is trying to change its relative market share.What conscious decisions can its management make on the role each SBU should have in the future and how money should be budgeted for its operations?

_____ is an approach whereby an organization allocates its marketing mix resources to reach its target markets and achieve its goals.

A marketing plan is the visual computer display of the essential information related to achieving a marketing objective.

When actual results differ from the marketing plan, it is called _____.