26 Marketing: The Art and Science of Satisfying Customers        The want-satisfying power of a product is its a   utility      icon

26 Marketing: The Art and Science of Satisfying Customers        The want-satisfying power of a product is its a   utility     


1 чел. помогло.
Similar
Art of Music (Art Culture), bachelor...
Initial findings on art...
Math power™ Eight. Ontario Edition, McGraw-Hill Ryerson, 1994 Science 6...
New Product Development and Introduction – Product Design and Engineering...
A vigilante alter-ego of Lester Buchinsky ran afoul of Batman by using this power to kill...
Department of Art, Art History, and Visual Studies, Duke University, Durham...
Art History 250: Italian Renaissance Art...
E77: New Product Development and Introduction – Product Development and Collaboration...
Courses: Advertising/ Marketing Communications; Social and Political Marketing...
1. The peculiarities of the art of literature what distinguishes it from any other art...
Bachelor of Art and Master of Art Programmes...
Accommodating International Transaction for customers...



страницы:   1   2   3   4   5   6   7   8   9   ...   13
Chapter 1 (26)

Marketing: The Art and Science of Satisfying Customers


1.       The want-satisfying power of a product is its ________.

a)  utility      b)  price      c)  buyer’s attraction      d)  function


2.       FedEx offers a variety of package delivery services. In doing so the firm creates ______ utility.

a)  time       b)  place      c)  ownership       d)  form


3.       Convenience stores and vending machines create all of the following utilities except ________.

a)  ownership       b)  form       c)  customer        d)  place


4.       In the history of marketing, WHEN did the production era end in the United States?

a)  Late 1800s with the mass immigration of skilled workers to America

b)  1920s with the improvement in production capabilities

c)  1960s with the establishment of overseas production facilities

d)  21st century with the introduction of robotics


5.       A marketing philosophy summarized by the phrase “a good product will sell itself” is characteristic of the ________ era)

a)  production       b)  sales      c)  marketing        d)  relationship


 6.      A company produces a high-quality product, with a maximum monthly output of 10,000 units. Production levels are constant and the company relies on its marketing department to find customers. This approach is consistent with which era in marketing history?

a)  Production era          b)  Relationship era            c)  Marketing era       d)  Sales era


 7.      Which of the following contributed to the transition from the production era to the sales era?

a)  Increased consumer demand                                 c)  Increase in urbanization

b)  More sophisticated production techniques              d)  The Great Depression


 8.      A company with a ________ orientation assumes that customers will resist purchasing products not deemed essential. Therefore, the marketing department will need to overcome this resistance through personal selling and advertising.

a)  production       b)  marketing        c)  relationship     d)  sales


            9.      A BUYER’S MARKET is characterized by ________.

a)  more goods and services than buyers to buy them

b)  more buyers than available goods and services

c)  practically no competition in the marketplace

d)  slow economic growth


           10.     The emergence of the MARKETING CONCEPT can best be explained by ________.

a)  higher production levels

b)  a shift from a production to a sales orientation

c)  a shift from a seller’s market to a buyer’s market

d)  a focus on product quality


           11.     In the RELATIONSHIP ERA, firms focus on ________ relationships with ________.

a)  short term; customers and suppliers        c)  short term; customers

b)  long term; customers and suppliers              d)  long term; customers


12.     Assume you want to increase the number of customers by applying the MARKETING CONCEPT. Which of the following strategies would be most consistent with this approach?

a)  Reduce product costs                c)  Offer more product variety than competitors

b)  Target markets                            d)  Promote heavily


13.     If a company such as J.B) Trucking wanted to avoid MARKETING MYOPIA, it should define its business as ________.

a)  transportation      b)  trucking      c)  materials handling         d)  freight hauling


           14.     All of the following are examples of nontraditional marketing EXCEPT ________ marketing.

a)  political       b)  cause         c)  event      d)  organization


           15.     State bureaus of tourism and conventions typically engage in ________ marketing.

a)  organization         b)  person        c)  place      d)  cause


           16.     An example of interactive media marketing would be ________.

a)  a customer having input in creating their own products, such as Subway or Build-a-Bear

b)  an intermediary wholesaler who links sale of goods from manufacturer to consumer

c)  buyer-seller communication through the Internet, virtual reality kiosks and CD-ROMs

d)  Consumer Reports


           17.     What is the ultimate objective of one-to-one marketing?

a)  Find new customers                   c)  Turn customers into advocates

b)  Create regular purchasers              d)  Turn customers into loyal supporters


18.     The application of RELATIONSHIP MARKETING requires attention to levels of customer loyalty. Which of the following is the highest level as defined by this type of marketing?

a)  Loyal supporter of the company and its goods and services

b)  Advocate who not only buys the products but recommends them to others

c)  Regular purchaser of the company's products

d)  Stockholder who literally buys into the organization and its mission


19.     RELATIONSHIP MARKETING focuses more attention on ________ customers, because new customers are ________ to acquire compared to existing customers.

a)  existing; less expensive         c)  existing; more expensive

b)  new; less expensive               d)  new; more expensive


20.     Many hotel chains offer free stays and other perks to repeat customers. This is an example of _.

a)  relationship marketing                      c)  team marketing

b)  transaction-based marketing           d)  a strategic alliance


21.     A biotechnology company and a university medical school work to develop a new drug to treat arthritis. This is an example of ________.

a)  a joint marketing agreement                 c)  a one-to-one marketing program

b)  marketing research                              d)  a strategic alliance


           22.     What are the subfunctions of physical distribution?

a)  Buying, selling and financing                              c)  Warehousing and transporting

b)  Risk taking and market research                            d)  Standardizing and grading


           23.     Financing is one of the ________ functions.

a)  exchange             b)  pricing        c)  commercial              d)  facilitating


           24.     The physical distribution functions of marketing are ________.

a)  storing and transporting              c)  financing and risk taking

b)  standardization and grading        d)  buying and selling


25.     Marketers are responsible for three primary marketing functions, which are further divided into eight sub-functions. Which of the following is NOT one of the primary functions?

a)  Facilitating                              c)  Servicing

b)  Physical distribution               d)  Exchange


           26.     Which of the following is a FACILITATING FUNCTION of marketing?

a)  Buying        b)  Selling             c)  Standardization and grading       d)  Distribution

Chapter 2 (50)

Strategic Planning


1.       Effective RELATIONSHIP MARKETING is based in part on the use of ________.

              a)  inside information about competitors             c)  larger advertising budgets

          b)  databases to track customer preferences         d)  knowledge about changes in economic conditions


  2.     Within the last few years, IBM has decided to sell off its desktop PC business. This decision was the result of ________ planning.

a)  tactical        b)  marketing        c)  strategic          d)  economic


 3.      Best Buy wanted to open a new store in Rogers, Arkansas, but instead decided to renovate a closed Kmart. This decision was the result of ________ planning.

a)  tactical        b)  marketing        c)  strategic          d)  economic


4.       Long-term plans focusing on those organizational objectives that will significantly affect the firm for five or more years are usually referred to as ________ plans.

a)  strategic          b)  marketing        c)  economic        d)  tactical


 5.      If Chevrolet was/were planning to introduce a sports car powered by a hydrogen-oxygen fuel cell when the price of gasoline in the United States reached $4 per gallon, this would best be described best as a(n) ________ plan.

a)  economic        b)  technological       c)  strategic          d)  tactical


 6.      The U.S. Sports and Fitness Federation is determining where they should build their permanent training facility. They want it near a populated center but rural enough to provide ample room. The federation is engaged in ________ planning.

a)  strategic          b)  travel      c)  marketing d)    economic


 7.      A company’s plans that focus largely on current and near-future activities are referred to as ________ plans.

a)  strategic          b)  marketing        c)  economic        d)  tactical


 8.      Preparation of quarterly and semi-annual plans by personnel such as the general sales manager or advertising director would be classified as ________ planning.

a)  consumer       b)  tactical        c)  strategic          d)  managerial


9.       SuperSavers Market, a small grocery store chain, is working on its tactical plans. The personnel most involved in this operational planning process would be:

a)  Top management, such as the owner

b)  Middle management, such as the merchandising, marketing, and advertising managers

c)  Store managers

d)  Supervisory management, such as shift managers and night auditors


10.     Tactical planning should be done ________.

a)  by supervisory personnel

b)  as part of the departmental rules and procedures plans

c)  to set divisional budgets, policies, and procedures

d)  by CEOs and CFOs


11.     What is the third step in the planning process?

a)  Obtaining necessary financing        c)  Assessing strengths, weaknesses, and opportunities

b)  Writing a marketing plan                  d)  Establishing organizational objectives


12.     The planning process begins with ________.

a)  writing the mission statement                   c)  formulating a marketing plan

b)  establishing organizational objectives       d)  hiring a senior planner


13.     Which of the following (best) represents a mission statement best?

a)  U.S. Army: Be all that you can be

b)  Bass Pro Shop: To be the leading merchant of outdoor recreational products, inspiring people to love, enjoy, and conserve the great outdoors

c)  Kellogg's: Breakfast cereals at a price everyone can afford

d)  Wal-Mart: Stores big enough to make shopping interesting for every family member


14.     All of the following are company objectives EXCEPT:

a)  Increase sales by 10 percent per year

b)  Reduce product errors to less than 1 percent

c)  To be regarded as the quality and market leader of the worldwide hotel industry

d)  To achieve a 25 percent market share in less than three years


15.     The basic objectives or goals of an organization are derived from its ________.

a)  strategic plan       b)  tactical plan         c)  corporate strategy         d)  mission statement


16.     All planning strategies have the goal of creating ________.

a)  sustainable competitive advantage      c)  a strategic window

b)  short-term competitive advantage        d)  leverage


17.     The ________ is the organizational program for selecting a target market and satisfying customers in that market through the marketing mix.

a)  marketing objectives          c)  relationship marketing

b)  marketing strategy        d)  strategic plan


18.     The overall, company-wide program for selecting a particular target market and then satisfying consumers in that market through careful blending of the elements of the marketing mix is known as a ________.

a)  corporate strategy         b)  strategic plan       c)  strategic window      d)  marketing strategy


19.     Which of the following companies has often followed a second-mover strategy?

a)  Apple Computer       b)  eBay           c)  Target         d)  Amazon.com


20.     Comparing a first-mover to a second-mover strategy, a first-mover strategy is ________ risky and offers a ________ reward)

a)  more; higher.       b)  more; lower.        c)  less; higher.         d)  less; lower.


21.     In SWOT terms, General Motors' difficulty competing with other car makers due to its lack of responsiveness to changing consumer preferences constitutes a ________.

a)  strategic window           c)  productivity challenge

b)  leveraged situation        d)  constraint on its activity


           22.     In a SWOT analysis, a constraint is present when ________.

a)  internal organizational weaknesses prevent taking advantage of an opportunity

b)  environmental threats attack organizational weaknesses

c)  organizational strengths grasp opportunities

d)  environmental threats are stronger than organizational strengths


           23.     In SWOT analysis, a vulnerability occurs when ________.

a)  internal organizational weaknesses prevent taking advantage of an opportunity

b)  environmental threats attack organizational weaknesses

c)  organizational strengths grasp opportunities

d)  environmental threats are posed to organizational strengths


           24.     In a SWOT analysis, a problem exists when ________.

a)  internal organizational weaknesses prevent taking advantage of an opportunity

b)  environmental threats attack organizational weaknesses

c)  organizational strengths grasp opportunities

d)  environmental threats are stronger than organizational strengths


           25.     An example of a firm's weakness discovered by a SWOT analysis might be ________.

a)  changing buyer tastes in the marketplace              c)  inadequate financing capabilities

b)  the presence of modern production facilities     d)  An addition to the current product line


           26.     An example of a firm's strength discovered by a SWOT analysis might be ________.

a)  ownership of valuable patents         c)  changing buyer tastes in the marketplace

b)  a narrow current product line           d)  existing government policies adverse to the industry


27.     SWOT analysis is designed to reveal, among other things, a firm' core competencies, also known as its ________.

a)  financial resources       b)  strengths         c)  leverage     d)  vulnerabilities


28.     Southwest Airlines has one lowest levels of operating expenses in the airline industry. This is classified as a(n) ________.

a)  opportunity      b)  constraint        c)  strength      d)  threat


           29.     An example of a threat to a firm discovered by a SWOT analysis might be ________.

a)  cost advantages present because of advanced technology

b)  the chance to acquire firms with needed technology

c)  likely entry of new competitors in the industry

d)  too narrow a product line for the firm


           30.     One of the major problems with strategic windows is ________.

a)  they are presented when the market stays relatively stable for long periods

b)  acquiring competencies for the firm is usually a major flaw

c)  they are not affected by a firm's competencies, constraints, or vulnerabilities

d)  they exist for only a limited time


31.     Those limited occasions when the key requirements of a market and the particular competencies of a firm (best) fit together best constitute ________.

a)  marketing planning        b)  a strategic window        c)  strategic planning          d)  a tactical door


32.     At a time when computer users were having trouble storing, sending and displaying photos, pple introduced the iMac computer, which was equipped with a digital camera interface and photo-handling software) This product was a result of Apple recognizing ________.

a)  product innovations           c)  a strategic window

b)  competitive constraints     d)  financial opportunities


33.     Jose is part of a team analyzing current demographic trends. The team will make a recommendation concerning the groups of consumers toward whom the firm should direct its marketing effort. Jose’s team is involved in which element of the firm’s marketing strategy?

a)  Target market      b)  Distribution      c)  Product      d)  Promotion


           34.     All of the following are marketing mix variables except ________.

a)  distribution      b)  product       c)  target market       d)  pricing


35.     Jenny has been appointed marketing manager for Sparkling Cleaning Products. Her job ocuses on decisions involving customer service, package design, brand names, and warranties. The area of marketing strategy in which Jenny will work is most likely ________.

a)  product strategy                               c)  retailing and distribution strategy

b)  resource valuation and pricing         d)  target market development


36.     Decisions involving transportation, warehousing, inventory control, and order processing relate to ________ strategy.

a)  pricing        b)  competitive          c)  product       d)  distribution


           37.     Decisions about distribution strategy involve such challenges as ________.

a)  where to advertise                                                        c)  when to raise prices to cover costs

b)  placing an automatic stamping machine in the plant   d)  warehouse design/inventory control


38.     Maxwell has been named to an upper-level management position at QVC) He will be working ith transportation media, order processing, and development of marketing channels. Maxwell is involved in developing ________ strategies.

a)  product       b)  distribution      c)  promotional          d)  marketing


           39.     Which of the following terms (best) fits the activity of promotion best?

a)  Making products available      c)  Maintaining a high level of regulation

b)  Finding a convenient location      d)  Communicating between buyers and sellers


40.     The marketing mix decisions which are most closely regulated and subject to public scrutiny usually relate to ________ strategy.

a)  product       b)  promotional          c)  distribution      d)  pricing


41.     Newsletters, catalogs, and invitations to company-sponsored events are most closely associated with the marketing mix activity of ________.

a)  pricing        b)  distribution      c)  product development         d)  promotion


           42.     All of the following are part of the marketing environment except ________.

a)  political-legal        b)  competitive     c)  product       d)  socio-cultural


43.     The rule of three states that the three leading firms in an industry will have ________ percent of the market.

a)  less than 25         b)  around 50        c)  between 70 and 90       d)  nearly 100


44.     As chief executive of Stalwart Shipfitting Company, a diversified producer of marine supplies and equipment, John needs a method for spotting promising product lines that warrant commitment of additional resources, as well as those that should be removed from the firm's product portfolio. A good choice for this firm would be ________.

a)  computer models                   c)  a marketing audit

b)  strategic business units         d)  an inventory audit


           45.     The strategic business unit (SBU) concept is best identified as a ________.

a)  planning tool that separates tactical and operational issues for analysis

b)  device used primarily to separate marketing costs from production expenses

c)  marketing planning tool best suited to the needs of large, diversified organizations

d)  way to create units of business activity based solely on sales potential


           46.     Each strategic business unit (SBU) within a firm has its own individual ________.

a)  advertising consultant                      c)  board of directors

b)  government watch dog agency       d)  competitors


           47.     Which of the following is a marketing planning tool?

a)  Market share/market growth matrix (BCG) c)    Market vulnerability/business opportunity matrix

b)  Consumer scanning model                         d)    Market sheet analysis


48.     Microsoft Windows generates considerable income for the parent company but is also expensive to support. However, the expense is acceptable because Windows is the world's dominant operating system. Windows would be classed under the market share/market growth matrix as a ________.

a)  star        b)  cash cow        c)  question mark      d)  dog


49.     The reason IBM management decided to sell its desktop computer business was, according to the market share/market growth matrix, the business was a(n) ________.

a)  eagle      b)  question mark      c)  cash cow        d)  dog


           50.     According to the market share/market growth matrix, a successful product typically ________.

a)  begins as a question mark, then a star, and eventually moves to the status of cash cow

b)  begins as a star, fades to a question mark, and finally becomes a dog and is dropped

c)  begins as a cash cow, moves to question mark, and finally becomes a star

d)  starts life as a cash cow and fades to a dog when it’s dropped


^ Chapter 2-A (39)

Supplemental Questions on

Strategic Planning

Marketing Planning

 1. TOOLS for marketing planning include all the following EXCEPT:

a) strategic window               c) me too strategy       e) NONE of the above)

b) second mover strategy      d) BCG Matrix


 2. All the following are STEPS in the marketing planning process, EXCEPT:

a) developing strategies        c) identifying a mission         

     b)  developing objectives             d) implementing strategy

                        e) ALL the above are steps in the process


 3. All planning strategies have the GOAL (OBJECTIVE) of

a) creating a strategic window    c)converting weaknesses to strengths   e) NONE of the above)

b) creating a target market        d) matching  strengths to weaknesses


 4. Which of the following is NOT part of Michael Porter’s model?

a) bargaining power--buyers       c) substitute products/services       e) NONE

b) SBU strategies                      d) potential new entrants


^ LEVELS OF STRATEGIC PLANNING

FIRST-LAST

 5. In the strategic planning process, which of the steps below is developed FIRST?

a) objectives.     c) corporate strategy.       e) business-unit strategy.

b) SWOT.         d) goals.


6.  In the strategic planning process, the _____ is performed FIRST

a) BCG analysis.         c) business-unit strategy.      e) corporate strategy

b) marketing mix.        d) marketing strategy.


7.  In the strategic planning process, which of the steps below is developed  LAST?

a) corporate strategy.       c) the mission statement.           e) business-unit strategy.

b) marketing strategy.      d) the marketing mix.


BEFORE-AFTER

 8. In the strategic planning process, the ____ is developed BEFORE ____.

a) functional plan, strategic plan.               d) ALL OF THE ABOVE)

b) operational plan, functional plan.            e) NONE OF THE ABOVE)

c) operational plan, strategic plan.       


9.  In the strategic planning process, ____ is developed BEFORE ____.

a) the mission statement, the SWOT.                 d) objectives, corporate strategy.

b) corporate strategy, mission statement.            e) NONE OF THE ABOVE)

c) corporate strategy, objectives.         


^ Boston Consulting Group

10.     Argo is the world’s leading brand of small vehicles that are designed to be driven on all types of terrains and in all types of weather. The vehicles can carry up to six passengers. The market for such vehicles has become stagnant due to the recent economic downturn. In terms of the BCG growth-market share matrix, Argo would be classified as a _____.

a) problem child      b) dog     c) cash cow      d) star          e) question mark


11.     Cherokee Electronics is and has been for years the United State’s leading manufacturer of two-way radios, but with the growth of handheld communications devices, Cherokee has seen its market gradually disappear. In terms of the BCG growth-market share matrix, Cherokee’s two-way radio would be classified as a _____.

a) problem child      b) dog     c) cash cow      d) star          e) question mark


12.     Cherokee Electronics is and has been for years the United State’s leading manufacturer of two-way radios, but with the growth of handheld communications devices, the market for two-way radios is disappearing. Worldwide Electronics, one of Cherokee’s competitors, has a small share of the two-way radio market. In terms of the BCG growth-market share matrix, Worldwide’s two-way radio would be classified as a _____.

a) problem child      b) dog     c) cash cow      d) star          e) question mark


13.     The Disney Picture unit of the company focuses on family films and animated features. In fact, Disney periodically recycles even its oldest animated films such as Snow White back into the theaters to delight another generation of fans. The aspect of the firm fits into the _____ category of the BCG growth-market share matrix.

a) problem child      b) dog     c) cash cow      d) star          e) question mark


14. According to the ^ Boston Consulting Group, marketers may classify their products as all of the following

 except

 a) cash contributors.       b) stars.       c) dogs.       d) question marks.      e) cash cows.


15. Based on the work by the Boston Consulting Group, products with a dominant share of the market and good

 prospects for growth are

 a) cash cows.       b) question marks.      c) stars.       d) pigs.        e) dogs.


16. The Boston Consulting Group classifies products that have a dominant market share but low prospects for

 growth and that generate more cash than is required to maintain market share as

 a) cash cows.       b) dogs.       c) stars.       d) question marks.      e) cash contributors.


17. The director of marketing for Bond-Rite tapes tells the rest of the management team, “When it comes to our

 videotape unit, our strategy will be to use funds generated here to support our venture in the industrial bonding

 market.” This strategy indicates that the videotape unit falls into which one of the following BCG classifications?

 a) Question mark            b) Dog              c) Problem child          d) Cash cow           e) Star


18. Products that have a relatively low market share and low prospects for growth are considered by the ^ Boston

 Consulting Group to be

 a) stars.      b) question marks.  c) dogs.       d) cash cows.        e) cash contributors.


19. According to the Boston Consulting Group, question marks are characterized as products

a) encompassing the greatest number of products.

b) having substantial reported profits but needing a lot of cash to finance the rate of growth.

c) generating more cash than is required to maintain share)

d) existing at a cost disadvantage and revealing few opportunities for growth at a reasonable cost.

e) having a small share of a growing market and requiring large amounts of cash to build market share)


BCG Matrix

20. A SBU with high product-market growth and high relative market share would be referred to as a:

a) question mark.        b) dog.              c) cash cow.          d) problem child)         e) star.


21. A SBU with high product-market growth and low relative market share would be referred to as:

a) question mark.        b) dog.              c) cash cow.          d) problem child)         e) star.


22. A SBU with low product-market growth and high relative market share would be referred to as a:

a) question mark.        b) dog.              c) cash cow.          d) problem child)         e) star.


23. A SBU with low product-market growth and low relative market share would be referred to as a:

a) question mark.        b) dog.              c) cash cow.          d) problem child)         e) star.


24. A question mark is EXPECTED to develop into a:

a) cash cow or a star.  b) dog or a star.      c) cash cow.          d) problem child)         e) star.


25. A star is EXPECTED to develop into a:

a) cash cow or a dog.  b) dog or a star.      c) cash cow.          d) problem child)         e) dog.


26. A cash cow is EXPECTED to develop into a:

a) dog.    b) dog or a problem child) c) question mark.        d) problem child)         e) star.


ON ^ EVERY TEST, THE YOU WILL SEE THESE QUESTIONS OR QUESTIONS SIMILAR TO THESE

27. Strengths and weaknesses refer to issues that are environmental (i.e), external to the firm) and opportunities

 and threats refer to issues that are internal to the firm.


28.     According to the SWOT matrix, an organization should try to CONVERT  _____ to  _____.

a) strengths, opportunities.         c) threats, opportunities.                 e) threats, strengths.

b) threats, weaknesses.            d) opportunities, strengths.


29.     According to the SWOT matrix, an organization should try to MATCH _____ to _____.

a) strengths, opportunities.         c) threats, opportunities.                 e) threats, strengths.

b) threats, weaknesses.            d) opportunities, strengths.


^ CORE QUESTIONS

Competitive Growth Strategies

30.     The marketing mix is used in:

a) developing business-unit strategy.    c) developing marketing strategy.         e) NONE of the above)

b) developing the marketing plan.          d) evaluating market development.


31. Intensive growth strategies is an approach useful for:

a) developing business-unit strategy.    c) developing marketing strategy.         e) NONE of the above)

b) developing the marketing plan.          d) evaluating market development.


32.     Which of the following is NOT one of the strategies for intensive growth?

a) market penetration.           c) product development.

b) diversification.                   d) market development.


33.     Intensive growth and diversified growth are strategies useful in:

a) developing corporate strategy.     c) developing a marketing plan.  

b) developing a marketing strategy. d) developing growth strategies for SBU’s. 


34.     The two major parts of a marketing strategy are_____ and _____:

a) target market selection, the marketing mix.     c) target market selection, SWOT analysis.   

b) BCG analysis, portfolio analysis.                         d) intensive growth, diversified growth.  


35. Three main strategies for intensive growth are market penetration, product development, and

a) sales penetration.                  c) market saturation.                  e) market growth.

b) product improvement.             d) market development.


36. Which of the following is NOT one of the strategies for intensive growth?

a) market penetration.           c) product development.

b) diversification.                   d) market development.


37. In pursuing a strategy of market penetration, which of the following IS NOT relevant?

a) improve existing products.                        c) add product features.       

b) make available at more outlets.        d) offer coupons.


38. In pursuing a strategy of market development, which of the following IS NOT relevant?

a) new uses for the product.             c) add product features.       

b) seek out new markets.           d) lower prices.   


39. In pursuing a strategy of product development, which of the following IS NOT relevant?

a) increase product quality.                     c) new uses for the product .     

b) improve existing products.   d) make available at more outlets.   

ESSAY

Chapter 2 — Strategic Planning


1.  In order, list the steps involved in the development of a successful marketing plan.


2.  Distinguish between an organization’s mission and its objectives. Provide an example of each.


3.  List Porter’s Five Forces. How does the model fit together, and how has the Internet affected this model?


4.  Explain the difference between a first-mover and second-mover strategy. Give examples of companies that have followed each strategy.


5.  Define SWOT analysis. Why would an organization undertake a SWOT analysis of itself?


6.  What is a strategic window? Give an example of a strategic window that exists today.


7.  Discuss the concept of the target market. What roles do diversity and demographics play in a target market?


8.  What is a marketing mix? In order for a product to succeed, what can be said about the variables in the product mix? 


9.  What does a distribution strategy involve? Define two marketing channels.






Download 1,16 Mb.
leave a comment
Page1/13
Date conversion22.09.2011
Size1,16 Mb.
TypeДокументы, Educational materials
Add document to your blog or website

страницы:   1   2   3   4   5   6   7   8   9   ...   13
средне
  1
отлично
  4
Your rate:
Place this button on your site:
docs.exdat.com

The database is protected by copyright ©exdat 2000-2014
При копировании материала укажите ссылку
send message
Documents

upload
Documents

Рейтинг@Mail.ru
наверх