Exam 22: Pulling It All Together: The Strategic Marketing Process

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Synergy analysis seeks opportunities by ...

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A) "Our research shows the most efficient way to distribute the product is through rack jobbers, but at this point we don't know how price sensitive the market is."
B) "According to our marketing dashboard, the most effective promotional spending in the past has come from radio ads. Their prices have almost doubled, but if that's what we're supposed to do-that's what will we do."
C) "Connie, you'll be in charge of ticket sales. If we fill half the seats during the first day, we might consider adding an additional performance as a Sunday matinee."
D) "We've been offered the chance to do a personal interview on national TV. I know the host is a wild card, but any publicity is good publicity."
E) "We're shooting for a 12 percent market share. We're at 10 percent to date. Unfortunately, our budget is shot so we'll just have to see what happens."

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A) cost focus
B) diversification
C) service leadership
D) quality leadership
E) competition-focus

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A) select target markets
B) design marketing organization
C) position the product
D) find points of difference
E) develop the budget by estimating revenues, expenses, and profits

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A) marketing return on investment
B) market-product grids with target segments and product groupings
C) trends for industry and competitors
D) marketing mix actions
E) market potential studies

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A) organizational structure
B) degree of geographical distribution
C) investment in research and development
D) a stress on costs versus product differentiation
E) relative number of products in a product line

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A) functional
B) reseller
C) product line
D) geographical
E) market-based

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A) number of ideas or concepts in the pipeline
B) number of new products or services launched
C) return on assets (ROA) in the pipeline
D) customer satisfaction with new products or services
E) revenue growth due to new products or services

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A) performance reviews for key personnel
B) marketing plans that define goals with the relevant metrics and the marketing mix strategies to achieve them
C) action memos that tell who is to do what by when
D) corrective action memos, triggered by comparing results with plans, often from the firm's marketing dashboards and metrics
E) sales reports using the firm's marketing metrics and dashboards

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A) revitalized previously failed products.
B) involved consumers earlier in its innovation activities.
C) switched its traditional channels of distribution.
D) retargeted its products to a completely new market segment.
E) gave more decision-making power to middle management.

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A) set market and product goals
B) select target markets
C) find points of difference
D) position the product
E) identify industry trends

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A) the total amount spent on Warm Delights (regular) by customers in November and December.
B) the preference of Warm Delights Minis over Warm Delights (regular) .
C) the distribution channel preferences of customers.
D) the level of analysis for sales results for the total sales Warm Delights.
E) the differences in the numbers of Warm Delights Minis flavors carried by different outlets for November and December.

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People in line positions,such as group m...

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A) there is poor communication between the firm and its stakeholders
B) although management says they are behind the plans, they do not allocate resources to the degree necessary for success
C) there is a lack of leadership
D) plans can be thwarted by disgruntled employees, other departments, or competitors
E) line operating managers often feel no sense of ownership in implementing the plans

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A) Both Land and Platt were program champions.
B) Platt was a program champion and Land was not.
C) Land was a program champion and Platt was not.
D) Neither Platt nor Land was a program champion.
E) Land believed in encouraging others to act as program champions and Platt did not.

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A) number of ideas or concepts in the pipeline
B) R&D spending as a percentage of sales
C) revenue growth due to new products or services
D) return on assets (ROA) in the pipeline
E) number of R&D projects

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A) replacing one of more than 300 competing breakfast cereals already on a supermarket shelf.
B) a minimum of three attempts before it is successfully launched.
C) a tie-in promotion with a major motion picture.
D) steps to counteract the promotional efforts of competitor's new cereal.
E) obtaining FDA approval for its convenience claims.

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A) situation analysis
B) strategic marketing analysis
C) marketing ROA (return on assets)
D) marketing ROI (return on investment)
E) marketing response evaluation

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