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Exam 2: Developing Successful Marketing Strategies

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Question 61

Multiple Choice

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Rhone-Poulenc is an international French company that produces and markets a variety of chemicals and pharmaceuticals.Due to the resources it makes available to its scientists and researchers,the company has a number of Nobel Prize winners working in its laboratories.This ability to attract some of the finest minds in the world to its workforce is an example of a(n) :

A) synergistic capacity.
B) market accomplishment.
C) unsought benefit.
D) competency.

E) B) and C)
F) All of the above

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Question 62

Multiple Choice

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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.

A) market penetration
B) market development
C) product development
D) diversification

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

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Question 63

Multiple Choice

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The market for mobile phones can change very rapidly,if RIM uses a BCG portfolio analysis for their new BlackBerry,one downfall of using this tool may be:

Assume McDonald's is engaging in a market penetration strategy.Which of the following actions best illustrates a market penetration strategy?

The goal of a SWOT analysis is to:

One of the key differences between a vision statement and a mission statement is that the mission statement:

"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.

Numerous consultancies provide 'Customer Satisfaction' scores for various Canadian and International airlines.When Air Canada reviews their score,in comparison to WestJet,they are engaging in.

All of the following are considered an organization's internal stakeholders except:

Nokia has an exclusive relationship with Microsoft for their Windows operating system for their mobile phones,where no other mobile phone companies can use the Windows OS.This is an example of:

After Zierer GMBH,a German manufacturer of amusement park rides,built their first gravity ride,they studied the "Ride Satisfaction Scores" of their ride,along with various competitors and worked to include this information in future designs.They were engaging in:

Pfizer Pharmaceuticals is offering low-income senior citizens some of its most widely used prescriptions for $15 each a month - much below the regular costs for these drugs.This program to better serve senior citizens likely grew out of a _____ goal.

Massachusetts-based BJ's Wholesale (third in sales among members-only retail chains) recently opened its first stores in Georgia in 2012.This is an example of:

Which of the following actions best illustrates a product development strategy for McDonald's?

Plan Canada,a nongovernmental organization that serves its customers but does not have profit as an organizational goal is considered a

A firm that includes an ergonomic expert on staff,one that provides recommendations on chair choice to employees,is most likely concerned with:

A television production company was looking for an idea for a new show and approached Emeril Lagasse,a charismatic chef that frequently appears on the Food Channel.It was decided the production company would build a show based around Lagasse's life.While the casting of the popular Lagasse insured people would watch the first couple shows,poor scripts led to the cancellation of the show.In terms of the SWOT analysis,the casting of Lagasse was a ______,and the poor scripts were a ______.

Ford,GM,and Toyota,all develop automobiles.This group create a(n) :

Market share is:

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