Exam 2: Developing Successful Organizational and Marketing Strategies

Evergreen Air Center is the world's biggest parking lot for unwanted aircraft.Airlines pay a monthly fee from $750 to $5,000 to mothball their unneeded airplanes at this site.Its location is on 1,600 acres of Arizona desert near Tucson.The Southwest climate of dry,warm air serves as a cheap and effective airplane preservative against rust.Evergreen's location is a(n)

Which of the following statements regarding organizational foundation is most accurate?

primary purpose of a marketing metric is to

strategic business unit level

measure of the quantitative value or trend of a marketing activity or result is referred to as

key steps of planning,implementation,and evaluation are part of (the)

Business firms pursue several different types of goals.When a firm recognizes the critical importance of its employees,this is an __________ goal.

Compared to marketing strategies,marketing tactics generally involve actions that

Diversification analysis refers to

marketing strategy of selling new products to current markets is referred to as __________.

__________ element of the marketing mix includes channels and coverage.

term that links the employees,shareholders,board of directors,suppliers,distributors,creditors,unions,government,local communities,and customers is

Which of the following statements regarding a marketing dashboard is most accurate?

Marketing tactics refer to the

recent Congressional initiative mandated that the U.S.Department of Transportation (USDOT)establish a national traffic information collection system.The marketing manager of a company that provided traffic reports for local radio stations would most likely incorporate this knowledge into its SWOT analysis as

Figure 2-1 -Figure 2-1 above,"C" represents the

2008,Kodak's ink-jet printer could be considered a "question mark" because the market dramatically changed as consumers shifted from single-purpose to multifunction machines designed to print photos,make copies,scan images,and send faxes.Today,Kodak now offers only multifunction printers.If Kodak can double or triple unit sales soon,this SBU "question mark" could become a "__________;" if online printing and sharing steal market share,this SBU could become a "__________."

marketing metric refers to

Figure 2-7 -Consider Figure 2-7 above.A Florida-based flashlight company has been extremely successful due in part to the number of hurricanes in Florida that result in power outages.The firm is thinking of expanding its product offerings to include other emergency supplies such as generators and survival kits (consisting of food bars,a water filtration system,first aid supplies,etc.).Before going ahead with this decision,there were several factors that had to be taken into consideration: (1)The firm has a great reputation with its flashlights and does not want to ruin it.(2)Its physical plant could be refitted relatively easily to make small generators,but it would be rather costly.(3)It would have to rely on another firm to manufacture and package the survival kits.(4)Although there are nine named hurricanes scheduled for the upcoming year,no one really can predict what will happen.The company's reputation would fall in which quadrant(s)of the SWOT analysis grid?

Product development refers to the marketing strategy of