Exam 2: Developing and Implementing Marketing Strategies

The time lag between the performance of marketing activities and their results

The first step in the marketing control process is to

Marketing managers can take each of the following corrective actions for reducing a discrepancy between established performance standards and actual performance except

A competitive advantage that cannot be readily copied by the competition is referred to as a(n)____ advantage.

The decisions made in creating a marketing mix are only as good as the organization's understanding of the target market.

A competitive advantage exists when a

The employees of Zingerman's Deli are its ____ customers.

Use the following to answer the questions. Southwest Airlines has a history of being able to retain its employees due to the atmosphere and culture of the company.Employees have been known to dress up in costume on an airplane,engage in "games" with the passengers,and generally provide a fun atmosphere for traveling.While other airlines have low rates of customer satisfaction,Southwest tends to maintain a high rating with its customers.Recent gas price hikes have caused most airlines to charge for checked luggage and to fill every flight to its maximum,adding to the negative experience of airline travel.Southwest keeps its costs low through several methods,one being that they do not serve meals on flights,or provide pre-boarding passes.The typical flight is two hours or less and occurs between several selected cities rather than flying to practically anywhere in the country.Southwest is known for its low fares,its dependability,and its on-time flights. -Refer to Scenario 2.1.In Southwest Airlines' SWOT analysis,the rising gas prices are a(n)____,while the fact that other airlines are charging for all checked baggage may create a(n)____.

Resource deployment and coordination of functional areas of business are determined by

Kraft purchased the Duracell Battery Company and now operates this division as a separate profit center within the firm.In this example,Duracell is a(n)____ unit of Kraft.

At Mrs.Fill's Cookie Co.,top-level managers delegate very little authority to lower-level employees.Mrs.Fill's is a(n)____ organization.

Successful business organizations should take actions to convert internal weaknesses into ____ and external threats into ____.

After determining that consumers had concerns about fat and carbohydrates,Sardino's Pizza began offering a low-fat,low-carb pizza product.The creation of this new product was the result of

A marketing unit can be organized according to functions,products,regions,or customers.

The Boston Consulting Group classifies products that have a dominant market share but low prospects for growth and that generate more cash than is required to maintain market share as

All marketing mix decisions must have two characteristics: ____ and ____.

An analysis of ____ examines internal factors that give the organization certain advantages and disadvantages in meeting the needs of its target markets.

Ford has centralized marketing operations with personnel who direct marketing research,distribution,sales,advertising,and so forth reporting directly to the top-level marketing executive.Ford's marketing department is organized by

Which of the following statements is incorrect?