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 |
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________ 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 ________.
Which department in a company carries the primary responsibility for achieving profitable growth?
Making more sales to current customers without changing a firm's products is ________.
Each department in a company that carries out value-creating activities can be thought of as a link in the company's ________
_______ is the marketing logic by which a company hopes to achieve profitable customer relationships.
The process of customer-driven marketing involves ________, ________, ________, and ________.
For Peugeot-Citroen, customers who care about the price of a car and its operating economy make up one ________.
Most companies today enter a new market by serving a ________, and if this proves successful, they ________
Effective positioning begins with ________ the company's marketing offer in order to give consumers more perceived value.
The text suggests that instead of thinking of selling products, marketers would be wise to take the customer's view and think of ________.
In SWOT analysis, which of the following would be considered a strength?
To be successful at marketing, companies must be effective at marketing planning and then ________.
Under the ________ organizational format of marketing departments, different marketing activities are headed by a specialist such as a sales manager, advertising manager, marketing research manager, or customer-service manager.
An increasingly large number of firms are changing their organizational focus from ________ to ________.
As Caffe Nero continues to grow, it is faced with myriad challenges and surprises during the implementation of marketing plans. Hence, the marketing department must practice constant ________.
Which of the following is not a step in the marketing control process?
________ involves looking at whether a company's basic strategies are well matched to its opportunities.
Which of the following measures the profits generated by investments in marketing activities?
The ________ organizational format was first used by Procter and Gamble in 1929.
The process of dividing a market into distinct groups of buyers with different needs, charactersistics, or behaviours is called ______
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 ________.
