FiltersDone

Question type

Essay

Multiple Choice

Short Answer

True False

Matching

Exam 15: Planning and Implementation

Show Answer

Share

---

All types

Filters

Study Flashcards

Question 31

Multiple Choice

Review LaterAdd Note

Review Later

Successful business organizations should take actions to convert internal weaknesses into ____ and external threats into ____.

A) opportunities; core competencies
B) core competencies; strengths
C) opportunities; strengths
D) strengths; core competencies
E) strengths; opportunities

Correct Answer

verified

Show Answer

Question 32

Multiple Choice

Review LaterAdd Note

Review Later

Identifying and analyzing a target market and developing a marketing mix to satisfy individuals in that market are essential elements of which of the following parts of strategic planning?

A) Establishing marketing objectives
B) Coordinating marketing activities
C) Organizing marketing functions
D) Developing a marketing strategy
E) Planning marketing activities

Correct Answer

verified

Show Answer

Question 33

Essay

Review LaterAdd Note

What is the difference between sales measurement and market share? Give example of both methods. ANS The basic unit of measurement is the sales transaction. A sales transaction results in a customer order for a specified quantity of an organization's product sold under specified terms by a particular sales person or sales group on a certain date. Many organizations record these bits of information about their transactions. With such a record, a company can analyse sales in terms of cash or sales volume, or market share. A company's market share is the company's sales of a product stated as a percentage of industry sales of that product. The primary reason for using market share analysis is to estimate whether sales changes have resulted from the company's marketing strategy or from uncontrollable environmental forces. When a company's sales volume declines but its share of the market stays the same, the marketer can assume that industry sales declined - because of some uncontrollable factors - and that this decline was reflected in the company's sales. However, if a company experiences a decline in both sales and market share, it should consider the possibility that its marketing strategy is not effective. PTS: 1 DIF: Easy REF: Methods of evaluating performance 10. What is market shareholder value analysis?

The long-term health of the firm depends solely on having products that generate cash and provide acceptable reported profits.

The process of putting marketing strategies into action is called:

What value does market planning contribute?

A marketing plan:

Marketing planning consists of two major components: marketing objectives and a control process.

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

Marketing planning and implementation are inextricably linked in successful businesses.

Using Figure 15.5 and using an example, explore the separation between strategic planning and marketing implementation.

What is marketing implementation and why is it a challenge?

Marketing objectives should be stated in such a way that the degree of accomplishment can be measured accurately.

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

An analysis of ____ examines internal factors that give the organization certain advantages and disadvantages in meeting the needs of its target markets.

Which of the following is not a purpose of the marketing plan?

Through the process of strategic planning, a firm establishes an organizational mission and goals, corporate strategy, marketing objectives, marketing strategy, and a marketing plan.

A marketing strategy and implementation should not be allowed to change.