Exam 22: Pulling It All Together: the Strategic Marketing Process

One of Porter's generic business strategies that require a product to have significant points of difference to charge a higher price while targeting a broad array of market segments is referred to as a __________.

Geographical groupings refer to organizational groupings

Which of the following output reports is used in the planning phase of the strategic marketing process?

Marketing ROI (return on investment)is an extension of __________.

Consider Figure 22-8 above.As part of the Warm Delights team at General Mills,you are asked to analyze and interpret this marketing dashboard for Warm Delights Minis.After a careful analysis of all four charts in the dashboard,what explains the increased monthly unit sales and sales revenue of Warm Delights Minis in the drugstore channel in late 2013?

A market-product grid shows __________ horizontally across the rows and __________ vertically down the columns.

What is a disruptive innovation? Cite a example.

To overcome the problem that occurs during product development when consumers say one thing in a market research study and do another when facing a supermarket shelf,the Warm Delights team ran marketing experiments that involved all of the following EXCEPT:

Economists would most likely recommend that marketing managers allocate the firm's marketing resources to the markets and products where

Consider Figure 22-A above.Effective managers track the progress of their marketing plans to identify problems that need to be corrected.Sometimes,the problems are with the marketing plan and its strategies;at other times,they may be due to their implementation;and at still other times,they may be due to both.Recall that research on what really works shows that successful firms have excellence on both the planning and strategy side and the implementation or execution side.As Figure 22-A shows,marketers can develop and implement strategies that have four possible results.For "A," identify the MOST LIKELY result of the planning and implementation of the marketing plan and its strategies for a product or service.

Delphi Automobile Systems manufacturers and sells satellite communications systems for automobiles that connects you and your car to 24-hour-a-day emergency service,directs you to a destination,and enables you to order a movie while on the road.Delphi Automobile Systems MOST LIKELY uses a(n)__________.

Loving Care Pets manufactures food for dogs,cats,rabbits,and gerbils specifically created for pets under three months of age.Assuming it is marketing to a single segment of "young pet owners," in terms of the market-product grid framework,Loving Care Pets is using a __________ strategy.

All of the following are key problems that emerge in a firm's strategic marketing process EXCEPT:

What is the difference between line and staff positions in a marketing organization?

When commenting about her challenges at General Mills,Vivian Milroy Callaway,says that __________ when looking for new-product opportunities for building a consumer packaged goods business like Big G.

Marketing ROI (return on investment)refers to

Loving Care Pets manufactures food for dogs,cats,rabbits,and gerbils specifically created for pets under three months of age.In terms of the market-product grid framework,adding a line of pet food for mature dogs,cats,rabbits,and gerbils will result in a __________ strategy that will provide Loving Care Pets with increased marketing efficiencies.

Which of the following pieces of information is used in the development of the marketing program,the third step of the planning phase of the strategic marketing process?

A firm following a differentiation focus strategy shown in Figure 22-3 above would be found in

An action item list refers to an aid to implement a marketing plan that consists of four columns: (1)__________; (2)the person responsible for completing the task; (3)the date to finish the task;and (4)what is to be delivered.