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Exam 2: Developing Successful Marketing Strategies

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Question 31

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Which measure below is used when conducting a business portfolio analysis?

A) market growth rate.
B) market segment size.
C) return on investment desired.
D) relative market growth.

E) B) and C)
F) B) and D)

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Question 32

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Bill McDermott is President and CEO of SAP Americas and Asia Pacific Japan. SAP is a company that sells extremely expensive enterprise resource planning software to large and mid-sized companies. McDermott operates at the ________level of his organization.

A) corporate
B) functional
C) business unit
D) strategic

E) A) and B)
F) None of the above

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Question 33

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In some cases Walmart can sell Blu-Ray movies to consumers for less than it costs a consumer to rent Blu-Rays from RedBox, a vending machine-based rental unit in many grocery stores. In response, RedBox now allows consumers to keep their Blu-Rays longer and is pushing the sales of Blu-Rays instead of just rentals. RedBox is looking at their:

In Figure 2-2, section "A" represents the "why" element of visionary organization. This is referred to as

When deciding how the products Pepsi One will differ from Diet Pepsi, Pepsi must develop an effective:

Pizza-Pizza updates their Twitter and Facebook daily, highlighting local specials and interesting tid-bits about their products, these daily actions are known as marketing:

Market share is:

The key steps of planning, implementation, and control are part of what is called:

NDCHealth Corp. is a U.S.-based company that provides pharmaceutical manufacturers with market research on prescription drug sales. It recently started Distributing commonly-used prescription drugs in the United Kingdom. Since it was new to the wholesaling end of the pharmaceutical business, NDCHealth was Implementing a _ _ strategy.

Mars Incorporated targets health-conscious females by advertising its 3 MUSKETEERS® Bar which has "45 percent less fat than average of the leading Chocolate brands." It uses clever television ads to promote this product benefit and is achieving good sales results using this strategy. Mars is_________ in the Implementation phase of the strategic marketing process.

In Figure 2-2, section "B" represents the "what" element of visionary organization. This is referred to as

In the early months of 2002, strikes throughout Nigeria almost led to the country's financial ruin. For a company trying to do business in Nigeria during those months, the strikes would be an example of a(n) :

Business unit managers at Bell Canada decide on the direction for their residential products and markets every six months. This decision making occurs at which unit level in the organization.

The terrorists' attack on the World Trade Center and the Pentagon led to many changes in the way people conducted their everyday lives. One outgrowth of this attack was a need to reconnect with old friends through the sending of greeting cards. American Greetings announced a significant increase in sales that it directly relates to events on September 11. For American Greetings the terrorists' attacks was an example of a(n) :

Figure 2-4 -SBUs found in quadrant "D" (Figure 2-4) would be called

"Holiday Inn Burlington is dedicated to providing quality hospitality product and service. Although we try to anticipate guest concerns before they arise, we understand that every customer is an individual who requires special attention." This is a part of their ________statement.

Taking stock of where an organization has been recently, where it is now, and where it is headed in light of the organization's plans and the external factors and trends affecting it is called the:

For several years, advertisements for Arm & Hammer baking soda have prompted consumers to place an opened box of the product in the refrigerator to lessen food odour and to replace that box monthly. The same ads advise customers to pour the used box down their kitchen sinks to freshen drains. Arm & Hammer employed a ________ strategy in its attempt to sell more baking soda.

A nonprofit organization is a nongovernmental organization that does not have profit as an organizational goal. What other quality characterizes nonprofit organizations?

Telus' goal in offering a specific phone that is not offered by any of the other mobile phone carriers in Canada is focused on achieving a long term advantage to deliver a unique customer experience. This is known as: