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Exam 19: Pulling It All Together: The Strategic Marketing Process

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Question 91

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Based on relative competitive scope (broad target to narrow target) and source of competitive advantage (lower cost to differentiation) ,Porter's four generic business strategies are differentiation,cost focus,differentiation focus,and:

A) exclusivity.
B) electronic-focus.
C) quality focus.
D) cost leadership.

E) A) and C)
F) B) and D)

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Question 92

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A simple strategy: "to be the low-cost provider in our niche market" is an example of a:

A) generic business strategy
B) niche-market strategy
C) low-cost strategy
D) focused business strategy

E) B) and D)
F) B) and C)

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Question 93

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List the three steps of the planning phase of the strategic marketing process.Briefly describe what goes on during each of the three steps.

Biopure Corporation has developed an artificial hemoglobin that can be used in place of blood transfusions and holds the patent on this product.Therefore,Biopure has a(n) :

Which of the following pieces of information is used in the second step of the planning phase of the strategic marketing process?

The actions taken in the marketing program,Step 3 of the planning phase,include: 1) develop the program's marketing mix and 2) __________.

A town hall-style meeting is held at Whirlpool to discuss the launch of their 2015 annual marketing plan.The purpose of this meeting is to ensure that all levels of the organization understand the what,when,and how components of their job descriptions as they pertain to this annual plan.This meeting will lead to _____ of their marketing plan.

Which of the following statements describes a disadvantage of the product manager system?

The reformulation of the original Coca-Cola to new Coca-Cola (Coca-Cola Classic) was one of the biggest decisions in the firm's history.Let's call Coke's decision to respond to Pepsi's market gains: Coke's "strategy and planning" and its initial withdrawal of original Coca-Cola and substitution of new Coca-Cola and Coke's "implementation" of this strategy.The spread of ill will among loyal original Coca-Cola customers after Coke announced the change in its formula is an example of:

Volkswagen is likely to have which generic business strategy?

Which marketing strategy would most likely offer the greatest economies of scale in marketing costs?

Sales response functions relate the:

Which statement best reflects the advice given by management experts regarding the tendency to excessively analyze a problem?

Which of the following output reports is used in the planning phase of the strategic marketing process?

The marketing manager for Ocean Spray cranberry products is the team leader for each phase of the company's strategic marketing process.During the previous year,sales of cranberries in Canada did not meet expectations.Which of the following actions during the planning phase of the strategic marketing process would generate the required information for his team to develop the plans that define the goals and marketing mix strategies to be achieved for next year?

A difficulty when a marketing plan fails is determining whether it is primarily due to a poor plan or poor implementation.Describe the grid which results from considering (1)good and bad marketing planning and (2)good and bad marketing implementation.What are the outcomes of each combination?

The information needed for the marketing program,Step 3 of the planning phase,includes: 1) __________ and 2) detailed plans to execute the marketing program.

General Mills uses a marketing structure in which one person is ultimately responsible for the marketing of a specific product.For instance,one person is responsible for setting marketing goals and developing and implementing related marketing strategies for the well-known breakfast cereal,Cheerios.This person,who takes responsibility for the success or failure of the marketing of Cheerios,is called a(n) :

A new company announces the following at a press release: "We are in the business of making luxury 150 foot yachts,and only luxury 150 foot yachts." The competition would assume this company's strategy is:

In Porter's generic business strategy shown in Figure 19-4,quadrant "B" refers to a __________ strategy.