Exam 2: Strategic Planning for Competitive Advantag

Argosy Arts Institute is a small private technological college with declining enrollment.It has put together a committee to put into action marketing plans that were developed by a consulting company.The goal of the committee is to increase enrollments at the college and attract donations.The committee is involved in:

Bentley automobiles are extremely expensive and are designed to appeal to consumers who equate value and quality with price.The manufacturer of Bentley automobiles has created a(n)_____ competitive advantage.

Hazel's Gourmet Spreads & Preserves is located in Idaho.Its owner Hazel Mintz sells her products at arts and crafts shows and through mail order.The company has been in operation since 1994.She has 15 employees and sells 47 different products.She packages her products in reusable glass containers that all feature a four-color screen-printed label.Discuss how this company can establish or maintain at least one of the three types of competitive advantage?

Canadian discount retail giant Zellers hopes to strengthen its position as one of the country's leading sellers of infant products with a sixty-page catalog that offers buyers the ability to purchase products via the phone or Internet.This new strategy reflects a change in the _____ element of its marketing mix.

Compass is the name of a United Kingdom-based catering company that has developed a marketing plan designed to make it the largest caterer in China within the next two decades.To evaluate how successful its efforts have been at the end of the first decade,Compass could use a(n):

The company's objective is to spend 10 percent of this fiscal year's sales revenue on research and development in an effort to introduce at least five new products in the next fiscal year.This is an example of a well-stated objective.

After an organization implements its strategic plan,management:

Bronco Pallet Company is unaware of all the many tools available to marketers that can examine a firm's processes,and identify potential areas for improvement.This firm wants to examine all of its goals,strategies and structure,to ensure it's on the right track,and doing things well.Bronco Pallet has hired you as an outside consultant to recommend a plan of action.What do you suggest,and why?

What is marketing myopia? If a movie theater company had a myopic orientation,how might it state its business purpose? If the movie theater company avoided a myopic orientation,how would its business purpose change?

There are many different kinds of cheese.According to its ads,only Jarlsberg Lite has 50 percent less fat,60 percent less cholesterol,and 100 percent of the taste of other kinds of cheese.This advertising statement describes Jarlsberg Lite's:

When an organization creates a marketing mission that is too broad,_____ results.

Through the use of _____,Revlon identified the fact that its brand names (Revlon,Almay and Flex)had developed a poor image with both its customers and its retailers.

For marketing objectives to be realized,they must meet all of the following criteria EXCEPT:

General Electric has a security division that builds equipment for screening passenger luggage checked in at airports.This division is composed of InVision Technologies that manufactures CT scanners and Ion Track,which measures luggage for trace elements drugs and explosives.GE's security division is an example of a(n):

Tiffany is designing a series of marketing activities to help her new catering company achieve its growth objectives in a highly competitive industry.Tiffany is engaged in:

In order to expand its sales into the U.S.'s market,BRL,an Australia-based winemaker,agreed to a merger with a U.S.-based wine distribution company.According to Ansoff's Strategy Opportunity Matrix,BRL would be implementing a _____ strategy.

When the Internet auction company www.ebay.com opened a version of the company it called ebayfrance.com for the French market,it was an example of market penetration.

Which of the following is NOT an appropriate use for carefully specified marketing objectives?

To market its ice cream to Chinese consumers,Unilever entered into a joint venture with Sumstar,a state-owned Chinese investment company.Unilever provided the product know-how,and Sumstar helped Unilever gain all the approvals needed from a complex Chinese bureaucracy.Unilever used a _____ strategy to reach the Chinese market..

Due to recent hurricanes,orange growers in Florida have lost millions of dollars.As a result,some growers have decided to bulldoze their orange groves and put in freshwater lakes for raising shrimp,a product that has a strong popularity and is more weather-resistant.Former orange growers who are now raising shrimp are pursuing a _____ strategy.