Marketing an Introduction, Gary Armstrong
Chapter 2: Company and Marketing Strategy: partnering to build customer relationships
Chapter 2: Company and Marketing Strategy: partnering to build customer relationships
Fichier Détails
| Cartes-fiches | 50 |
|---|---|
| Langue | English |
| Catégorie | Marketing |
| Niveau | Université |
| Crée / Actualisé | 29.04.2013 / 01.06.2022 |
| Lien de web |
https://card2brain.ch/box/marketing_an_introduction_gary_armstrong2
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The first step in strategic planning is to __________.
Which of the following does not accurately reflect a problem with the BCG matrix approach?
_________ involves adapting a firm to take advantage of opportunities in its constant changing environment.
Modern marketing departments are arranged into the following ways, except which one?
The current mission statement of the World Association of Girls Scouts reads "to enable girls and young women to develop their fullest potential as responsible citizens of the world." In an earlier era organisations for girls promoted the roles of motherhod and home-making. This change reflects the guideline that mission statements should ________.
Evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are attained is called ___________ .
_______ are low-growth, high share businesses or products. They generate a lot of cash that the firm uses to pay its bills and support other SBUs that need investment
Multinationals like Volkswagen and Carrefour stores have designed programmes to work closely with their suppliers to help them reduce their costs and improve quality. This illustrates the importance of an efficient ___________ .
Which of the following is a useful tool for identifying growth opportunities`
In the four Ps of the marketing mix, design, packaging, services, and variety all fall under the category of _______ .
The BCG growth-share matrix classifies four types of SBUs. They are _____, _____ , ______ , ______.
To increase its European market share, Cafe Nero has stepped up efforts in the areas of product availability and promotion. These are examples of brad _______.
In the marketing management functions, a SWOT analysis should ____________ a marketing plan
The first step in strategic planning is to ________.
A __________ defines a business in terms of satisfying basic customer needs.
________ is the task of developing and maintaining an overall company strategy for long-run survival and growth
Caffe Nero has an annual plan in place to deal with the company's current SBUs and their operations. However, as a growth-oriented firm, Cafe Nero is interested in both domestic and international markets. This requires Cafe Nero to constantly monitor the environment and adapt to the opportunities with which it is presented. To take advantage of its constantly changing environment, Cafe Nero needs a ________ in place
Which of the following is not a step in the strategic planning process?
Which of the following provides an answer to these questions: What is our business? Who are our customers? What do our customers value? What should our business be?
________ should be market oriented and defined in terms of _______
When the makers of a ballpoint pen state they are in the communication equipment business, they are defining their mission too ________
Which of the following is not a market-oriented business definition?
The collection of businesses and products that make up a company is called its ________.
After management has identified the key businesses making up its company, what is the next step?
Most portfolio analysis methods evaluate SBUs on two dimensions, namely ________ and ________.
In the Boston Consulting Group approach, ________ serve(s) as a measure of company strength in the market.
In the BCG approach, ________ are high-share, high-growth businesses or products. They need heavy investment to finance rapid growth. When their growth slows down, they turn into ________.
Management must think hard about which ________ it should try to build into stars, and which should be phased out.
The four possible strategies that can be pursued for each SBU are building, holding, ________, and ________.
Unlike strategic-planning efforts of the past, which were conducted primarily by senior managers, today's strategic planning is ________.
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