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Exam 2: Developing Successful Organizational and Marketing Strategies

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Question 51

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Taking stock of where the firm or product has been recently,where it is now,and where it is headed in terms of the organization's marketing plans and the external forces and trends affecting it,is referred to as __________.

A) tactical planning
B) market planning
C) goal setting
D) environmental scanning
E) situation analysis

F) B) and E)
G) B) and D)

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Question 52

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are the three steps involved in the planning phase of the strategic marketing process?

A) Step 1: situation (SWOT) analysis; Step 2: market-product focus and goal setting; and Step 3: the marketing program
B) Step 1: planning; Step 2: implementation; and Step 3: evaluation
C) Step 1: set market and product goals; Step 2: select target markets and find points of difference; and Step 3: position the product
D) Step 1: identify industry trends; Step 2: analyze competitors; and Step 3: assess own organization
E) Step 1: Why do we exist?; Step 2: What will we do?; and Step 3: How will we do it?

F) All of the above
G) C) and D)

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Question 53

Multiple Choice

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approach whereby an organization allocates its marketing mix resources to reach its target markets is referred to as (the)

situation analysis requires a firm to consider the external forces and trends that affect it.Some of these may be favorable to the organization while others may be unfavorable.Which of the following is an example of an external force?

IBM's business strategy to help its clients be more efficient,productive,and responsive to the data generated from the revolution in the global marketplace concerning the instrumentation and integration of the world's processes and infrastructures is referred to as

Which of the following statements would most likely be heard at the functional level of an organization?

Offering a Champion brand heart pacemaker with features needed by Asian patients is an example of Medtronic's

3 in the planning phase of the strategic marketing process consists of

organization's foundation can be broken into three key elements.They are

__________ element of the marketing mix includes personal selling and sales promotion.

Figure 2-5 -Quadrant "D" in Figure 2-5 above represents the marketing strategy of __________.

marketing program-step 3 in the strategic planning process-answers which question?

terms __________ and a mission statement are often used interchangeably.

highest-ranking person in an organization who oversees the organization's daily operations and spearheads its strategy planning efforts is often referred to as

organization's mission refers to

Figure 2-5 -image depicted in Figure 2-5 above represents what strategic analysis technique?

___________ for American Red Cross is "to provide relief to victims of disasters and help prevent,prepare for,and respond to emergencies."

Ben & Jerry's starts selling its ice cream in China for the first time,it will be using a __________ strategy.

the famous "Marketing Myopia" article,__________ argues that senior managers of 20^th century American railroads defined their business too narrowly.

Ben & Jerry's Marketing Dashboard (Dollar Sales) -marketing manager for Ben and Jerry's has been provided with a marketing dashboard display shown above.She notices that dollar sales for 2011 were $240 million and in 2012 they were $250 million.What was the formula used to calculate the dollar sales for each of these two years?