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Exam 2: Developing Successful Organizational and Marketing Strategies

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Question 91

Multiple Choice

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What is the name of the tool shown in Figure 2-10 above that is the basis for the scheduling techniques used today in marketing?

A) a market-product grid
B) a Gantt chart
C) a project schedule
D) a sales response function
E) a Plan-A-Gram

F) D) and E)
G) None of the above

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Question 92

Multiple Choice

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The marketing manager looks for two kinds of deviations,each triggering a different kind of action: (1) actual results fall short of goals and (2) __________.

A) deviations that result from major shifts in customer needs
B) actual results exceed goals
C) there are no deviations but there should be
D) deviations that result from executive mandates
E) deviations that are blamed on insufficient marketing support (personnel or funding)

F) A) and E)
G) C) and D)

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Question 93

Multiple Choice

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People in the finance and the human resources departments traditionally operate at what organizational level?

In recent years,many large firms have changed the title of the head of marketing from vice president of marketing to

Step 3 in the planning phase of the strategic marketing process consists of

Today's organizations can be divided into two groups,which are

When developing marketing programs for new offerings,marketing may provide staff to serve as part of a(n) __________,which consists of a small number of people from different departments who are mutually accountable to accomplish a task or a common set of performance goals.

Consider Figure 2-5 above.A family owns a gelato business in a small town square next to a park,which is a favorite place for parents and children to stop on their way home from work to relax or school to play.However,the business owner is barely making ends meet.He is beginning to think that he will not be able to support his family if things don't improve,but he doesn't want to give up his store.Instead,he experiments by selling hand-made flies on the Internet for professional sports fishermen.This is an example of a __________ strategy that would be found in quadrant __________.

Market segmentation is a part of what step in the strategic marketing process?

Offering a Champion brand heart pacemaker with features needed by Asian patients is an example of Medtronic's

An organization's competencies include all of the following EXCEPT:

All of the following are examples of stakeholders EXCEPT:

Consider the Kodak Picture Kiosk photo above.In the late 1990s,Kodak introduced its Kodak Picture Maker,which can make prints or CDs of pictures taken with digital cameras (and now smartphones) .Now in its 3^rd generation as of 2014,Kodak had over 100,000 Kodak Picture Kiosks installed worldwide in over 65,000 mass merchandisers,drugstores,and other retailers,making this SBU a cash cow for Kodak.But images are increasingly being stored and shared on Facebook,Instagram,or just the capture device.If these trends continue,this could make Kodak's Picture Kiosks SBU a potential __________,according to the BCG growth-share matrix.

A unique strength relative to competitors that provides superior returns,often based on quality,time,cost,or innovation,is referred to as a

A measure of the quantitative value or trend of a marketing activity or result is referred to as

Market development refers to the marketing strategy of

The __________ for Facebook is "To give people the power to share and make the world more open and connected."

A set of values,ideas,attitudes,and norms of behavior that is learned and shared among the members of an organization is referred to as its __________.

If Ben & Jerry's starts selling children's clothing in Brazil to try to capitalize on its brand name,this would be an example of __________.

Taco Bell recently introduced Doritos Locos Tacos in the U.S. ,with shells made out of Nacho Cheese Doritos.The chain sold 100 million tacos in the first 10 weeks alone,its most popular product launch of all time.Considering Figure 2-5 above,this is an example of a __________ strategy that would be found in quadrant __________.