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Exam 2: Developing Successful Marketing and Organizational Strategies

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Question 131

Multiple Choice

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A marketing metric refers to

A) a measure of the quantitative value or trend of a marketing activity or result.
B) a form of linear trend analysis used to project future profits based on existing marketing plans.
C) one of a series of mathematical formulas used to calculate potential profits based upon different environmental forces.
D) information about an organization's core values and code of ethics so marketers can quickly spot deviations and take corrective actions.
E) the value of a product in terms of market share or growth rate relative to its competitors.

F) C) and E)
G) D) and E)

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Question 132

Multiple Choice

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The __________ element of the marketing mix includes features and packaging.

A) product
B) price
C) promotion
D) place
E) people

F) C) and D)
G) A) and B)

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Question 133

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Designing a car is expensive and time-consuming even with the use of computers because of the difficulty of getting all the varied departments that are to work together.Mercedes-Benz created a unique centralized web-based system that cuts the design and production process by at least two years,thus providing customer value.This is an example of a(n)

A unique strength relative to competitors that provides superior returns,often based on quality,time,cost,or innovation,is referred to as a

__________ argued that senior managers of 20^th century American railroads defined their business too narrowly,thus failing to create strategies to compete with airlines,barges,pipelines,and trucks.

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.

If Ben & Jerry's starts selling Bonnaroo Buzz Fair Trade-sourced super premium ice cream in Brazil for the first time,it will be using a __________ strategy.

If Ben & Jerry's sold a line of new "Occupy Ben & Jerry's" T-shirts targeted to college students in Latvia,it would be using a __________ strategy.

According to the textbook,all of the following terms can be used interchangeably to refer to entities that engage in business and nonprofit operations EXCEPT:

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

Which of the following statements reflects the key elements in developing a marketing strategy for L.M.Schofield,Inc.,a company that produces specialized concrete surfaces for heavily trafficked areas such as retail outlets and amusement parks?

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

A mission statement should be

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 SBUs that are classified as having

To develop a successful marketing plan for a soft drink soda,the process of __________ would most likely be used to group consumers on the basis of whether they wanted sugar-free and caffeine-free soda,caffeine-free sugared soda,or regular soda with sugar and caffeine.

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

Complaints about Microsoft's Xbox video game consoles began immediately after its introduction.These complaints ranged from missing parts to incorrect programming.Microsoft should have should adopted a __________ goal.

Objectives refer to

Seeking to obtain as high a financial return on their investments (ROI) as possible,firms will often set __________ goals.

Solarcom is a 30-year-old information technology company that owns several subsidiaries.One of its subsidiaries is Atlantix Global Systems,which is one of the leading wholesalers for refurbished computer equipment that has a large share of an industry that is growing worldwide.According to the BCG business portfolio analysis framework,Atlantix Global would most likely be classified as a __________.