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Exam 2: Developing and Implementing Marketing Strategies

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Question 51

Multiple Choice

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A firm that markets diverse products would most likely base the organization of its marketing department on

A) products.
B) regions.
C) functions.
D) types of customers.
E) marketing objectives.

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

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Question 52

Multiple Choice

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What focuses on using information about customers to create marketing strategies that develop and sustain desirable customer relationships?

A) Customer relationship management
B) Electronic data interchange
C) Business-to-consumer marketing
D) Strategic partnerships
E) The marketing concept

F) None of the above
G) B) and C)

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Question 53

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In a traditional organization,marketing decisions are generally centralized at the top levels of the organization.

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

Performance standards are established as part of the marketing control process.

Suppose a customer calls Ann's office at Frito-Lay in Atlanta.The customer has a friend in Seattle who was just telling her about a new snack Frito-Lay has introduced that is selling rapidly.Ann's office does not market this product,and at the present knows very little about it.Based on this information,this firm is most likely organized according to which of the following?

According to the text,a market is defined as

Use the following to answer the questions. Southwest Airlines has a history of being able to retain its employees due to the atmosphere and culture of the company.Employees have been known to dress up in costume on an airplane,engage in "games" with the passengers,and generally provide a fun atmosphere for traveling.While other airlines have low rates of customer satisfaction,Southwest tends to maintain a high rating with its customers.Recent gas price hikes have caused most airlines to charge for checked luggage and to fill every flight to its maximum,adding to the negative experience of airline travel.Southwest keeps its costs low through several methods,one being that they do not serve meals on flights,or provide pre-boarding passes.The typical flight is two hours or less and occurs between several selected cities rather than flying to practically anywhere in the country.Southwest is known for its low fares,its dependability,and its on-time flights. -Refer to Scenario 2.1.Southwest's low fares,dependability,and its on-time flights represent its

Internal marketing may involve market segmentation,product development,research,distribution,public relations,and sales promotion.

Safeway Food Stores is involved in identifying and analyzing a target market.The firm then develops a marketing mix to satisfy individuals in that market to gain long-term competitive advantages.Based on this example,Safeway is creating a

Marketing plans may be developed for strategic business units,product lines,individual products or brands,or specific markets.

Product organization is appropriate for a firm that produces and markets a diverse set of products.

Within a business organization,a profit center that is self-supporting in terms of sales,markets,production,and other resources is known as a

____ strategy determines the means for utilizing resources in the functional areas of marketing,production,finance,research and development,and human resources to achieve the organization's goals.

Internal management refers to the coordination of internal exchanges between the organization and its employees to achieve successful external exchanges between the organization and its customers.

According to the Boston Consulting Group,marketers may classify their products as all of the following except

A ____ is something that an organization does extremely well and may give a company an advantage over its competition.

Strategic planning is the process of ____________________.

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

According to the Boston Consulting Group,question marks are characterized as products