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Exam 2: Developing Marketing Strategies and a Marketing Plan

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Question 31

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For years,when considering new products,marketers at Celestial Seasonings asked themselves,"What would Stacy think?" Stacy was a fictional character representing 25-50 year old,educated,upper-income women who rarely watched television but did a lot of reading."Stacy" represented Celestial's major:

A) demographic segment.
B) positioning.
C) SBU.
D) target market segment.
E) sustainable competitive advantage.

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

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Question 32

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In its Campaign for Real Beauty,Dove was able to connect with important parts of its customer base by:

A) creating high impact campaigns at a lower cost.
B) expanding beyond traditional constraints of advertising.
C) connecting directly with customers via the Internet.
D) All of these
E) None of these

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

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Question 33

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When musicians and their concert promoters began offering CDs of a live concert,immediately after the concert ended,what type of growth strategy were they pursuing?

Sodexho is a corporation that manages school cafeterias,university dining halls,mess halls at military bases,concession stands at sports arenas,and other large-scale food service facilities.If Sodexho were to begin to sell individual frozen meals in supermarkets,it would be pursuing a ______ growth strategy.

Why is a good marketing strategy necessary for a firm?

When discussing the marketing planning process,STP stands for:

______ involves the process of defining the marketing mix variables so that target customers have a clear,distinctive understanding of what a product does or represents in comparison with competing products.

Walmart's strong supplier relations and efficient supply chain have helped the firm to achieve operational excellence.

Lamar owns four dry cleaning stores in the suburbs of Orlando.He recently updated his STP analysis,and has just finished adjusting his marketing mix based on the STP results.His next strategic marketing decision will likely involve:

In 2006,Ford Motor Company announced it would severely cut back automobile production.For parts companies supplying Ford Motor,this represented a(n) :

Even when large discount retailers enter a market,a few small,local retailers survive and prosper.These small retailers have probably developed a(n) ________ that allows them to survive.

Using the BCG portfolio analysis,a "dog" should be phased out unless:

When choosing marketing communication methods,the most effective and efficient option depends on:

Excellence in human resource management is an element of which of the macro strategies?

Fernando was thrilled to find out that his company had just decided to invest a great deal of money in the product he was managing.He knows that even with its recent high rate of growth and the fact that it dominates its market,he would need more money to establish it firmly.Using the BCG portfolio analysis,his product would be classified as a(n) :

In recent years,cellular (mobile) service providers have worked hard to eliminate "dead zones," providing customers with service wherever they traveled.By working to make the network available in more locations,cellular service companies were focusing on __________ value creation.

Which of the following is NOT one of the four major growth strategies marketers typically utilize?

To build a sustainable competitive advantage,companies should focus on a single strategy.

Most banks implement customer retention programs aimed at their best customers.They do this because they know that retaining customers usually results in:

As part of her company's SWOT analysis,Valerie is assessing the company's internal environment,including: