Exam 2: Developing Successful Organizational and Marketing Strategies

Introducing its Champion heart pacemaker at medical conventions across Asia to demonstrate its many beneficial features is an example of Medtronic's

Many local and national chain bookstores,such as Borders and Bookstar,have closed over the past few years.This is due in part to competition from e-book readers like Amazon's Kindle and Apple's iPad,which permit the online purchase and download of digital books from their websites.Moreover,subscribers to newspapers and magazines have cancelled their print subscriptions in favor of online news.These trends have caused the newspaper StarTribune to offer online content for $1.99 per week and Newsweek to suspend its print edition in favor of an online only weekly edition.These companies had to change their __________,an action triggered by the technological and social changes (reader preferences)that occurred in their marketing environments.

At the functional level,the marketing department

Based on the sales revenue data shown in Figure 2-11 above,as a marketing manager for Apple,you would MOST LIKELY conclude that

The initial step in the strategic marketing process is to begin planning by conducting a

Consider Figure 2-7 above.A Florida-based flashlight company has been extremely successful due in part to the number of hurricanes in Florida that result in power outages.The firm is thinking of expanding its product offerings to include other emergency supplies such as generators and survival kits (consisting of food bars,a water filtration system,first aid supplies,etc. ).Before going ahead with this decision,there were several factors that had to be taken into consideration: (1)The firm has a great reputation with its flashlights and does not want to ruin it.(2)Its physical plant could be refitted relatively easily to make small generators,but it would be rather costly.(3)It would have to rely on another firm to manufacture and package the survival kits.(4)Although there are nine named hurricanes scheduled for the upcoming year,no one really can predict what will happen.The company's need to refit its factory would fall in which quadrant(s)of the SWOT analysis grid?

An effective summary tool for an organization's situation analysis is referred to as (a)__________.

Toyota had some difficulty recovering from a recall crisis from a couple of years ago when it was forced to recall about 6 million vehicles due to variety of problems,most notably one with the accelerator pedal.To "polish" its brand,it implemented stricter __________ goals to improve the safety and reliability of its vehicles.

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

The strategic marketing process

An example of a nonprofit organization is

Identify and describe the three phases of the strategic marketing process.

Market penetration refers to the marketing strategy of

In marketing,an organization refers to

The corporate level in an organization is where

Consider the photo above of Apple's personal computers (PCs),such as the MacPro,iMac,and MacBookPro.With the arrival of tablet devices,such as Apple's iPad in 2010,global PC industry sales slowed and then declined.However,Apple's Macs have bucked this trend,increasing its global unit market share from 10 to 12 percent.By 2016,global PC unit sales are expected to fall dramatically due to the explosion in tablet device sales.Apple's Mac PC SBU appears to be a __________.

Bill McDermott is co-CEO of SAP,which is a company that sells expensive enterprise resource planning software to large and mid-sized companies.McDermott operates at the __________ level of his organization.

Consider UMD2a: Ben & Jerry's Marketing Dashboard (Dollar Sales)shown above.A marketing manager for Ben and Jerry's has been provided with the above marketing dashboard display.She notices that dollar sales for 2012 were $240 million and in 2013 they were $250 million.What was the formula used to calculate the dollar sales for each of these two years?

Which statement best describes the most significant difference between a for-profit organization or a business firm and a nonprofit organization?

Often used interchangeably with "vision," a(n)__________ frequently has a meaningful theme and a long-term orientation.