Exam 2: Developing Successful Organizational and Marketing Strategies

Which phase of the strategic marketing process does a firm obtain resources,design the marketing organization,develop schedules,and execute the marketing program?

key role of the marketing department is to "look outward." This is accomplished by

2003,Kodak's traditional film sales were an $8 billion dollar "cash cow." In 2009,the revenue generated dropped below $500 million.By 2012,film sales will almost evaporate.Kodak's film SBU became a "dog" primarily due to

Boston Consulting Group (BCG)business portfolio analysis requires an organization to locate the position for each of its strategic business units (SBUs)on a growth-share matrix.The horizontal axis of this matrix indicates

Hasbro is a $4 billion toy company that prides itself on donating to organizations that help children,since they and their parents comprise the target market for its business.This is an example of a(n)

is a cross-functional team and how is it used?

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 is beginning to think that he will not be able to support his family if things don't improve,but he doesn't want to give up his store.Instead,he experiments by selling handmade flies on the Internet for professional sports fishermen.This is an example of a __________ strategy that would be found in quadrant __________.

functional level in an organization is where

Figure 2-5 -According to Figure 2-5 above,which two marketing strategies would be used if a firm were not willing to find new markets.

term marketing strategy is used to address both the __________ and the __________.

Figure 2-5 -Quadrant "C" in Figure 2-5 above represents the marketing strategy of __________.

marketing strategy is the means by which a marketing goal is to be achieved.The two factors that usually characterize a marketing strategy are

__________ is a nongovernmental organization that serves its customers but does not have profit as an organizational goal.

1 in the planning phase of the strategic marketing process consists of

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."Dogs" are located in which area of the BCG growth-share matrix?

with a low share of slow-growth markets that may generate enough cash to sustain themselves but do not hold the promise of ever becoming real winners for the organization are referred to as __________.

planning gap refers to

with a low share of high-growth markets that may require large cash injections of cash just to maintain market share are referred to as __________.

Figure 2-1 -Figure 2-1 above,"E" represents

Complaints about Microsoft's Xbox video game consoles began immediately after its introduction.These complaints ranged from missing parts to incorrect programming.Microsoft should have should adopted a(n)__________ goal.