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Exam 2: Planning Marketing Strategies

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Question 51

True/False

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Question marks exist at a cost disadvantage and exhibit few opportunities for growth at a reasonable cost.

A) True
B) False

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Question 52

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In response to the increase in demand for organic foods, Wegmans, Inc., a regional supermarket, recently created organic food departments within their large stores. The creation of these departments was a result of

A) a core compentency
B) a market opportunity
C) its sales orientation
D) its distribution plan
E) a competitive advantage

F) All of the above
G) A) and E)

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Question 53

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Marketing objectives state what is to be accomplished through marketing activities.

Scenario 2.2 Use the following to answer the questions. EXperience Limited is a company which offers tours and vacations that include participation in an extreme sport, such as hang-gliding, bungee jumping, skydiving, and motocross. Adrian Moss, EXperience Limited's owner, has just finished developing the strategic plan, including marketing objective of growing his customer base by 15% during the coming year. He believes that the best way of reaching that objective is to promote to the college-aged student. In the past, the majority of his sales have been to males under the age of 29, participating in hang-gliding and bungee jumping at various tourist locations. He wants to expand his skydiving and motocross tours, but isn't sure whether or not the expansion will be profitable. He currently has a database containing all the customers who have gone on a hang-gliding or bungee jumping vacation with his company. -Refer to Scenario 2.2. According to the BCG matrix, the hang-gliding and bungee jumping tours have been a ____ for EXperience Limited, while the skydiving and motorcross tours represent a ____.

A marketing unit can be organized according to functions, products, regions, and

The first step in the marketing control process is to

A firm that wants to put more senior management personnel into the field, to get closer to customers, and to enable the company to respond more quickly and efficiently to competitors would probably organize its marketing unit on the basis of

The strategic planning process begins with a detailed analysis of the organization's strengths and weaknesses and the identification of opportunities and threats within the marketing environment.

Marketing strategies should be established before marketing objectives are decided.

Stars are profitable products that usually generate more cash than is required to maintain share.

Electronic marketing has greatly improved the ability of marketers to target individual customers. As a result, many feel that marketing's emphasis is shifting from share of market to share of

One way that Saturn evaluates its product and service level is by how well it ranks on the J. D. Power & Associates Sales Satisfaction Survey. In doing so, Saturn is

A firm's organizational goals should be derived from its opportunities.

What is internal marketing? Why is it helpful for a firm to initiate an internal marketing program?

Resource deployment and coordination of functional areas of business are determined by

The most important component of customer relationship management is

An appliance manufacturer that sells to large retail stores, wholesalers, and institutions would probably organize its marketing unit on the basis of

When an organization attempts to control its marketing activities, it may find it difficult to

An organization's goals focus on the ends or results that the firm seeks.

Using information about customers to create marketing strategies that develop and sustain desirable long-term customer relationships is known as