Exam 2: Developing Successful Organizational and Marketing Strategies

A 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 __________.

Step 1 in the planning phase of the strategic marketing process involves __________.

American Express has a long history of working for the good of all in its New York community.In 1885,it engaged its employees to help raise money to build the pedestal of the Statue of Liberty.Today,it has a program to help restore,preserve and revitalize historic sites in New York City.These actions by American Express are partial fulfillment of the __________ the firm has established for itself as a corporate citizen.

Business portfolio analysis refers to

The BCG has given specific names and descriptions to the four resulting quadrants in its growth-share matrix based on the amount of cash they generate for or require from the organization."Question marks" are SBUs that are classified as having

In general,a visionary organization asks what three types of questions to specify its foundation,set a direction,and formulate strategies?

The BCG has given specific names and descriptions to the four resulting quadrants in its growth-share matrix based on the amount of cash they generate for or require from the organization."Cash cows" are located in which quadrant of the BCG growth-share matrix?

Product development refers to the marketing strategy of

List the three steps of the planning phase of the strategic marketing process.Briefly describe what goes on during each of the three steps.

Several years ago,the Honda Motor Company unveiled the hybrid version of the Honda Civic.While the hybrid vehicles are very fuel efficient,they are also very expensive to purchase.Hybrid vehicles sales have increased over 570 percent with a compound annual growth rate of 88.6%.Sales of the Civic eventually surpassed those of the Toyota Prius,making it the number one hybrid car in the U.S.For years,Honda has experienced tremendous success with their Accords-in fact,these Honda cars are the top-selling automobiles in the U.S.Where would the Honda Civic (hybrid version)and the Honda Accord fall in the BCG business portfolio analysis matrix?

Evergreen Air Center is the world's biggest parking lot for unwanted aircraft.Airlines pay a monthly fee from $750 to $5,000 to mothball their unneeded airplanes at this site.Its location is on 1,600 acres of Arizona desert near Tucson.The Southwest climate of dry,warm air serves as a cheap and effective airplane preservative against rust.Evergreen's location is a(n)

The term that encompasses and organization's employees,shareholders,board of directors,suppliers,distributors,creditors,unions,government,local communities,and customers is referred to as its

In Figure 2-4 shown above,SBUs found in quadrant "A" would be called __________.

Figure 2-6 -Using Figure 2-6 above,identify and describe the three steps ("A," "B," and "C")of the planning phase of the strategic marketing process.

An organization's core values are most effective when communicated to and supported by

Consider the photo above of Apple's iPad Air.In 2010,Steve Jobs once again revolutionized an industry when Apple launched the iPad.Unit sales reached an astonishing 40 percent market share by 2013-leading both Samsung's Galaxy (18 percent)and Amazon's Kindle (4 percent).Global tablet unit sales are expected to more than double by 2016 as consumers continue to switch from desktop and laptop PCs to tablet devices,with Apple still the projected market share leader.Recently,Apple introduced the 4^th generation iPad (renamed the iPad Air)and upgraded its iPad mini.Currently,Apple's iPad SBU appears to be a __________.

In a marketing context,goal setting involves setting measurable __________ to be achieved.

"HowAboutWe is the fastest,easiest,most fun way to go on awesome dates" is the __________ for the online dating service that focuses on setting up actual activities as dates for its users.

Teach for America works to solve which societal problem?

The level in an organization where top management directs overall strategy for the entire organization is referred to as the