Exam 2: Developing Successful Organizational and Marketing Strategies

term used to identify an organization's long-term course of action designed to deliver a unique customer experience while achieving its goals is referred to as a __________.

Figure 2-5 -Consider Figure 2-5 above.A small family owns gelato business in the town's favorite place where parents and children stop on their way home from work to relax or school to play.However,the business owner is barely making ends meet.He experiments by purchasing a case of large take-home containers so customers can not only stop on the way home from school or work but also enjoy the gelato after dinner at home.Profits begin to rise.This is an example of a __________ strategy that would be found in quadrant __________.

Kodak's digital camera sales may flatten due to high household penetration,the economic downturn,and increased competition.Kodak remains No.3 in market share behind Canon and Sony.Today more women are buying digital cameras because they are small and light.Bottom line: Kodak expects this SBU to continue to be a "__________," with its new digital camera models generating mainly replacement sales.

and briefly describe the seven types of organizational goals or objectives.

Identify and describe the three phases of the strategic marketing process.

Figure 2-4 -Figure 2-4 shown above,SBUs found in quadrant "A" would be called __________.

BCG has given specific names and descriptions to the four resulting quadrants in its growth-share matrix based on the amount of cash they generate for or require from the organization."Stars" are located in which area of the BCG growth-share matrix?

organization's special capabilities,including skills,technology,and resources that distinguish it from other organizations and provide customer value is (are)referred to as

technique that helps a firm search for growth opportunities from among current and new markets as well as current and new products is referred to as __________.

McDermott is President and CEO of SAP Americas and Asia Pacific Japan.SAP is a company that sells extremely expensive enterprise resource planning software to large and mid-sized companies.McDermott operates at the __________ level of his organization.

Explain what a visionary organization is and the two key steps that are part of how visionary organizations formulate strategies.

__________ is a legal entity of people who share a common mission.

Explain the difference between "competencies" and "competitive advantage" in an organizational setting.

Today's visionary organization uses three key elements: (1)specify its foundation; (2)__________; and (3)formulate strategies.

After examining a planning gap,firms typically attempt to

Customers are the reason an organizations exists.Customer __________ can be measured with surveys or by the number of customer complaints it receives.

level at which managers set a more specific strategic direction for their businesses to exploit value-creating opportunities is referred to as the

which step of the planning stage of the strategic marketing process does a firm develop its marketing mix?

Objectives refer to

Designing a car is expensive and time-consuming even with the use of computers because until recently,there was no way for all the varied departments that are involved in new car development to work together.Mercedes-Benz created a unique central web-based system that cuts the design and production process by at least two years,thus providing customer value.This is an example of a(n)