Exam 2: Developing Successful Organizational and Marketing Strategies

the 1980s,a lapse in production quality and an increase in Japanese imports drove the Harley-Davidson motorcycle company to the brink of bankruptcy.The company's share of the U.S.super heavy-weight market segment-motorcycles with engine capacity of 850 cubic centimeters or more-collapsed from more than 40 percent in the mid 1970s to 23 percent in 1983.However,by 1989,Harley-Davidson controlled some 65 percent of this market segment.From a marketing perspective,what was the MOST LIKELY first step in Harley-Davidson's resurgence?

Those characteristics of a product that make it superior to competitive substitutes are referred to as __________.

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 need to refit its factory would fall in which quadrant(s)of the SWOT analysis grid?

Classic economic theory assumes a firm seeks to maximize its long-run __________,achieving as high a financial return on its investments as possible.

the company Netflix first began,it wasn't as successful as expected.This was because

clear,broad,underlying industry or market sector of an organization's offerings is referred to as (a)__________.

marketing dashboard refers to

of the following are names the BCG has given to describe the four quadrants in its growth-share matrix EXCEPT:

__________ element of the marketing mix includes features and packaging.

Which of the following statements regarding an organization's core values is most accurate?

road map for the marketing activities of an organization for a specified future time period,such as one year or five years is referred to as a __________.

acronym "SWOT" in the term "SWOT analysis" stands for __________.

__________ applies innovative approaches to organize,create,and manage a venture to solve the practical needs of society.

Today's visionary organization uses three key elements: (1)__________; (2)set a direction; and (3)formulate strategies.

Elton John Image -& Jerry's introduces products like its Goodbye Yellow Brickle Road ice cream flavor (see the Elton John image)for a limited time each year as a response to its mission.Name and briefly describe the three interrelated parts of Ben & Jerry's mission.

ratio of sales revenue of the firm to the total sales revenue of all firms in the industry,including the firm itself,is referred to as

is the purpose of the evaluation phase of the strategic marketing process? How is it accomplished?

keeping with its business mission,Ben & Jerry's

25 words of less,write a mission statement for the educational institution you are currently attending.

the Boston Consulting Group (BCG)model for analysis of a firm's strategic business units,or SBUs,the vertical axis reflects __________.