Exam 2: Developing Marketing Strategies and a Marketing Plan

The automobile manufacturing industry closely watches annual consumer satisfaction surveys.For years,Japanese car companies consistently had the highest levels of customer satisfaction,creating a(n)________ for these companies.

Conduct a brief SWOT analysis of your prospects of finding a good job related to your major when you graduate (if you already have such a job,think about finding a job with more responsibility).Be sure to include at least one factor representing each of the four major sections of a SWOT analysis,and be sure to label each factor to indicate which of those four sections it belongs in.

Customer retention programs are based on what concept?

Coca-Cola sells two different zero-calorie versions of Coke: Diet Coke and Coke Zero.It has chosen to attempt to appeal to men with Coke Zero.In addition to launching an ad campaign featuring men enjoying Coke Zero,Coca-Cola also designed a masculine-looking can for Coke Zero,with bold red lettering on a black background.This specially designed can is an example of

In 2006,Ford Motor Company announced it would severely cut back its automobile production.For parts companies supplying Ford its parts,this represented a(n)

The process of dividing the market into groups of customers with different needs,wants,or characteristics is called

Firms are typically more successful when they focus on opportunities that build on their strengths relative to those of their competition.

Sodexo is a corporation that manages school cafeterias,university dining halls,mess halls at military bases,concession stands at sports arenas,and other large-scale food service facilities.If Sodexo were to begin to sell individual frozen meals in supermarkets,it would be pursuing a __________ growth strategy.

In mid-2010,Hewlett-Packard Company (HP)acquired Palm Computing Inc.,a manufacturer of personal devices and smartphones.Before deciding to acquire the company,strategic planners at HP spent time thinking about how Palm and HP would "fit" together,and how the acquisition might change HP's core goals and objectives.The strategic planners were engaged in the ____________ step of the marketing planning process.

After defining the business mission,what should a firm do next to develop a marketing plan?

All of the following statements regarding marketing metrics are true except

Maryam phoned her auto insurance agent to renew her policy.The agent told her about new types of insurance now available-to cover her apartment,or even the engagement ring she just got from her fiancé.The agent was pursuing a ________________ growth strategy.

In 2007,Apple Computer introduced its new iPhone,adding a cellular telephone,a camera,and Internet access to its iPod.The company was pursuing a(n)__________ strategy.

In value-based marketing,the promotion element of the four Ps communicates the ________ to customers through a variety of media.

The "implement marketing mix" step of the strategic marketing planning process is part of the control phase.

________ involves the process of defining the marketing mix variables so that target customers have a clear,distinctive,desirable understanding of what the product does or represents in comparison with competing products.

Most banks now have customer relationship software that,when a customer contacts the bank,tells the service representative what types of accounts,loans,and credit cards the customer currently has.Service representatives use this information to sell some of the other services the bank currently offers to these customers.This is a ___________________ growth strategy.

It is not always necessary to go through all the steps in the marketing planning process.

Adrienne decides to add new sales representatives and increase advertising to increase sales in her existing market for her current line of security systems.Adrienne is pursuing a __________ growth strategy.

Some banks offer special accounts designed to attract junior high school students.These kids save in such small amounts that the accounts cost banks more to maintain than they are worth; however bankers know that consumers are creatures of habit and hope that the young people they serve now will become adult customers.These banks recognize