Exam 2: Developing Successful Organizational and Marketing Strategies

strategic business unit has marketing and other specialized activities (e.g.,finance,manufacturing,or research and development)at the __________ level,where groups of specialists actually create value for the organization.

These senior managers have an increasingly important role in top management because of their ability to think strategically.Most of them bring multi-industry backgrounds,cross-functional management expertise,analytical skills,and intuitive marketing insights to their job.These individuals are referred to as

Although an organization has limited influence on market growth rate,its main alternative is to try to change its relative market share.The most likely way for a company to turn a "question mark" into a "star" rather than a "dog" is to

are the marketing mix elements that compose a cohesive marketing program?

Organizational strategies vary in two ways,depending on

detailed day-to-day operational decisions essential to the overall success of marketing strategies are referred to as __________.

Motorola invented the Six Sigma program that sets as a goal no more than one defect in one million parts manufactured.This is an example of a(n)__________ goal.

founder of Starbucks,Howard Schultz,provides health care for all employees who work over 20 hours per week.He says "the companies that are doing the right thing by covering their employees [with health care coverage] are paying for the companies who don't do the right thing." This is an example of one of Starbucks' __________ goals.

firm may have a goal to offer its customers the highest _________,as Medtronic does with its implantable medical devices.

__________ is a product,service,or idea that creates value for both the organization and its customers by satisfying their needs and wants.

of the following are components of the implementation phase of the strategic marketing process EXCEPT:

visualization is

values refer to

the functional level,the marketing department

developing marketing programs for new offerings,marketing may provide staff to serve as part of a(n)__________,which consists of a small number of people from different departments who are mutually accountable to accomplish a task or a common set of performance goals.

subsidiary,division,or unit of an organization that markets a set of related offerings to a clearly defined group of customers is referred to as a

Figure 2-2 -Figure 2-2 above,"C" represents the "how" element of visionary organization.This is referred to as __________.

marketing plan for IBM's "Smarter Planet" strategy included all of the following marketing tactics EXCEPT:

Ben & Jerry's Marketing Dashboard (Dollar Market Share) -marketing plan refers to

marketing strategy refers to