Exam 15: Marketing and Strategic Planning

Explain the concept of a marketing dashboard.

Which market-product strategy requires a company to both develop new products and seek out new markets?

Play Along Inc., a manufacturer of toys, introduced a new gaming console and marketed it to a sample segment on a trial basis.Soon, complaints about incorrect programming of the console started pouring in.This suggests that Play Along Inc.needs to adopt _____ goals.

In order to remain better than its substitutes, Wines United employs at its stores wine tasters who help to choose the best wines for the stores.This gives Wines United a _____ over the other wine sellers.

Keller Associates, a business unit of Marcus Inc., has a high share of high-growth markets and one that is growing rapidly.Which of the following names from the BCG matrix best describes Keller Associates?

_____ is the sales of an SBU divided by the sales of the largest firm in the industry.

What are the basic differences between marketing strategies and marketing tactics?

Although it is a small market with little growth, Rolls has a large market share and requires no investment from Photoperfect for promotion.Rolls is an example of a(n) _____.

A marketing matrix is the road map for the marketing activities of an organization for a specified future period of time.

As an organizational goal, Cooper & Howard Associates always seeks to maximize its long-run _____, achieving as high a financial return on its investment as possible.

The stockholder's report of Drive Inc., a manufacturer of automobile parts, reads that the company's goal for the next five-year period is to double its return on investment.Drive Inc.'s goals are _____ goals.

Carl Garell is the CEO of WethePeople, a company that automates human resource functions such as tracking check-in times.Garell operates at the _____ level of WethePeople.

Yummeria Foods Inc.advertises its baking soda by prompting consumers to leave open a box of the product inside the refrigerator to remove food odour.It also advises consumers to keep an open box in all kitchen closets, and to pour down the contents of the box into the kitchen sink every month to freshen the drains.Yummeria Foods is using a _____ strategy to sell more of its baking soda.

Goals refer to the statement of an organization's purpose and direction.

SBUs that are dogs must be dropped under all circumstances.

The marketing plan gets carried out in the _____ phase of the strategic marketing process?

When Sharp Associates requires no change in the product but wants to seek out new customers in new markets, it must use a _____ strategy.

After examining a planning gap, firms typically attempt to:

When Uncle Tom's Pizza requires no change in the product line, but an increase in sales to existing customers through innovative pricing, promotion, or distribution strategies, it must use a _____ strategy.

Porter Agency, a strategic business unit of Seashore Inc., is generating large amounts of cash, far more than it can invest profitably in its own product line.Which of the following best describes Porter Agency?