Exam 1: Strategic Marketing Management

A marketing manager for a small computer manufacturer is analyzing the potential effects of political,legal,sociocultural,and economic forces on the firm's operations.The marketing manager is examining the ____ that influence(s)the firm's strategy.

A junior marketing executive at MegaGrain Cereals suggests increasing the package size and price of its best-selling brand without increasing the amount of cereal inside the box.Her superior warns that this might be a bad idea because MegaGrain's long-term survival,like most companies,depends on

The process people use to determine the value of a product is not highly scientific.

StarKist Tuna announced a dolphin-safe policy and stopped buying tuna from fishing vessels that net dolphins.This decision indicates a response to concerns about

The marketing concept is a philanthropic philosophy aimed at helping customers at the expense of the business organization.

The forces of the marketing environment include

The marketing concept is a management philosophy that affects

The market concept developed out of a sequence of three eras: the production orientation,the marketing orientation,and the industrial orientation.

Customers are the focal point of all marketing activities.

Customer costs include anything the buyer must give up in order to obtain the benefits the product provides.The most obvious customer cost is

What does it mean for a company to be marketing-oriented? What are the most important factors involved in being marketing-oriented?

In marketing management,planning is a systematic process of assessing opportunities and resources,determining marketing objectives,and developing a marketing strategy and plans for implementation and control.

Marketing management is the process of planning,organizing,implementing,and controlling marketing activities to facilitate and expedite exchanges effectively and efficiently.

Consumers buying products online have dramatically affected the ____ variable of the marketing mix.

Relationship marketing is short-term,mutually beneficial arrangements in which the buyer and seller focus on the creation of satisfying exchanges.

Use the following to answer the questions. Greensprings Cemetery in upstate New York,offers a full-service funeral and burial that is non-toxic to the environment.All materials used in the burial are natural and will decompose with no negative impact.Greensprings' service is relatively new in the United States,but services of this type are common in Great Britain.A typical burial in Greensprings' cemetery includes a casket made from bamboo,wicker,paper,or other natural material.There are no headstones of stone or concrete that will detract from the landscape,but trees and plants as "markers" are allowed.The cost for a burial at Greensprings is approximately $3,000,compared to about $6,000 at most traditional cemeteries.Although business was slow at first,Greensprings is now experiencing an increase in the number of burials,due to referrals and a newly-developed website.The owners of Greensprings were previously in the cemetery business,and are active conservationists.After conducting research and finding that there were natural burial sites in Great Britain,they wanted to provide an alternative to other environmentally-conscious Americans like themselves. -Refer to Scenario 1.1.The owners of Greensprings Cemeteries are apparently operating under which of the following orientations?

____ refers to minimizing the resources an organization must spend to achieve a specific level of desired exchanges.

When DuPont develops new carpet fibers that are highly stain-resistant and durable,it must educate consumers about the product's benefits.This calls for activity in which of the following marketing mix variables?

Suppose you are a marketing manager at Procter & Gamble for a new,all-purpose cleaning product.List four marketing mix variables and describe the decisions and activities associated with each.

When Wonder introduced a new bread made with white whole wheat in response to customer demand,it was following which of the following philosophies?