Exam 22: Pulling It All Together: The Strategic Marketing Process

information needed for the evaluation phase of the strategic marketing process includes: (1)__________ and (2)action memos to correct problems and exploit opportunities.

Seeking opportunities by finding the optimum balance between marketing efficiencies versus R&D-manufacturing efficiencies is referred to as __________.

is management by exception used in the evaluation phase of the strategic marketing process?

are the advantages and disadvantages of the product manager system?

Which of the following statements about the four basic business and management practices that Nohria,Joyce,and Roberson identified is most accurate?

Which of the following output reports is used in the evaluation phase of the strategic marketing process?

General Mills is concerned with both selling its products and brands in countries around the world and obtaining ideas for new products from anyone,anywhere who has a great product or technology.You can send General Mills your great new product or technology idea through its Internet portal if the product or technology can

information needed for the implementation phase of the strategic marketing process includes: (1)__________, (2)organizational charts,and (3)marketing research.

generic business strategy refers to a strategy that

Organizational groupings based on specific customer segments are referred to as __________.

relationship of annual marketing effort to annual sales revenue is assumed to be __________ of the sales response function.

Loving Care Pets manufactures food for dogs,cats,rabbits,and gerbils specifically created for pets under three months of age.In terms of the market-product grid framework,adding a line of pet food for mature dogs,cats,rabbits,and gerbils will result in a __________ strategy that will provide Loving Care Pets with increased marketing efficiencies.

Figure 22-A -Consider Figure 22-A above.Effective managers track the progress of their marketing plans to identify problems that need to be corrected.Sometimes,the problems are with the marketing plan and its strategies; at other times,they may be due to their implementation; and at still other times,they may be due to both.Recall that research on what really works shows that successful firms have excellence on both the planning and strategy side and the implementation or execution side.As Figure 22-A shows,marketers can develop and implement strategies that have four possible results.For "B," identify the likely result of the planning and implementation of the marketing plan and its strategies for a product or service.

a five-year study,researchers Nohria,Joyce,and Roberson conducted in-depth analysis of 160 companies and more than 200 management tools and techniques,such as customer relationship management and use of an intranet.What were their findings? That is,according to the researchers,how would a company exploit its competitive advantage to achieve superior business performance?

Corporate and marketing executives search continuously to find and exploit __________,which is a unique strength relative to what competitors are doing now and likely to do in the future.

There are five alternative marketing strategies that can be identified by market-product grids: market-product concentration,market specialization,product specialization,__________,and full coverage.

Synergy analysis incorporates two business analysis tools,which are __________ and the market-product grid framework.

Ingram Micro is the biggest computer wholesaler in the world.It has two divisions.One provides supplies for companies that manufacture computer products,such as IBM and Microsoft,to which it sells motherboards,monitors,etc.The other has been developed to serve the needs of the resellers and retailers who sell computers to businesses and individual customers.It sells them user-ready computers.In this example,Ingram Micro would use which type of organizational structure for marketing?

the early 1900s,Henry Ford revolutionized the automobile industry by developing production lines and mass-producing the Ford Model T automobile.By heavily reducing production costs,Henry Ford made the Model T affordable for the average American family.What generic business strategy did Henry Ford use to gain a competitive advantage in the automobile market?

a five-year study,researchers Nohria,Joyce,and Roberson conducted an in-depth analysis of 160 companies and more than 200 management tools and techniques.What was their principal finding?