marketing mgmt chapter 2

deliver customer value at profit
The task of any business is to ________.
segmentation, targeting, positioning
The value delivery process can be divided into three phases, out of which “choosing the value” implies ________, which is the essence of strategic marketing.
market sensing
James Frank has been put in charge of gathering marketing intelligence, disseminating it within his organization, and eventually directing action on the information. Mr. Frank’s task is best described as part of the ________ process.
fulfillment management
When a customer places an order at, the company processes the customer’s payment information, sends the order to the nearest warehouse, and ships the order via FedEx. This is best described as the ________ process.
providing the value
What is the second phase of the value creation and delivery sequence?
core compentencies
Angelo made the decision to outsource the software components of his consulting company so he could focus on the company’s ________, which are sources of competitive advantage, make a contribution to perceived customer benefits, have application in a wide variety of markets, and are difficult to imitate.
primary activities
The ________ in the value chain cover the sequence of bringing materials into the business (inbound logistics), converting them into final products (operations), shipping out final products (outbound logistics), marketing them (marketing and sales), and servicing them (service).
inbound logistics
Which of the following can be considered a primary activity in the value chain process?
customer relationship management
Activities involved in building deeper understanding of existing consumers and what the product offerings mean to them would be a part of the ________ process.
value delivery network
Another way to describe a supply chain, where companies partner with specific suppliers and distributors to ensure a smooth functioning of the system, is to call it a ________.
own and nurture the resources and competencies
The key to utilizing organizational core competencies is to ________ that make up the essence of the business.
strategic marketing plan
The ________ lays out the target markets and the value proposition that will be offered, based on an analysis of the best market opportunities.
Juan Garcia plans the daily promotional releases about his company’s products and services. He can be described as a(n) ________ planner.
In the cycle of complete strategic planning, taking corrective action is a part of ________.
it is short, memorable, and meaningful
“Enriching Women’s Lives” is a three-word mantra that is used by Mary Kay. This is an example of which of the following characteristics of good mission statements?
The ________ sphere is the number of channel levels, from raw materials to final product and distribution, in which a company will participate.
companies that outsource all production to suppliers
What are hollow corporations?
a company introducing new product category into a new market
Which of the following is an example of growth by diversification?
product development
Once Starbucks established its presence in thousands of cities internationally, the company sought to increase the number of purchases by existing customers with a ________ strategy that led to new in-store merchandise, including compilation CDs, and high-speed wireless access.
conglomerate strategy
A(n) ________ is when a company might seek new businesses to purchase that have no relationship to its current technology, products, or markets.
corporate culture
Which of the following terms can be defined as “the shared experiences, stories, beliefs, and norms that characterize an organization”?
overall cost leadership
When a firm aims to underprice competitors and win market share, it is using a(n) ________ strategy that requires relatively less marketing skills as compared to other strategies.
Unlike its competitors in the online air travel industry, Travelocity provides its customers with a greater variety of services such as cruise reservations, package tours, hotel bookings, and car rentals. This is an example of a(n) ________ strategy.
When a business gets to know market segments intimately and pursues either cost leadership or differentiation within the target segment, it is employing a ________ strategy.
partner relationship management
To keep their strategic alliances thriving, corporations have begun to develop organizational structures to support them and have come to view the ability to form and manage strategic alliances as core skills. This is called ________.
the marketing tactics
Which of the following elements of a marketing plan outlines the marketing activities such as pricing, channels, and communications?
The most frequently cited shortcomings of current marketing plans, according to marketing executives, are lack of realism, insufficient competitive analysis, and a ________ focus.
implementation controls
The ________ is the last section of the marketing plan. It spells out the goals and budget for each month or quarter so management can review each period’s results and take action as needed.
break even analysis
In a marketing plan, the financial projections include a sales forecast, expense forecast, and ________.
situation analysis
Pegasus writes about its target market and demographics in the ________ section of its marketing plan.
marketing implentation
________ is the process that turns marketing plans into action assignments and ensures that such assignments are executed in a manner that accomplishes the plan’s stated objectives.
a customer-performance scorecard and a stakeholder-performance scorecard
A marketing dashboard should display ______________
examine where the company is making and losing money
The purpose of profitability control is to ________.
Marketing effectiveness rating instruments and marketing audits are approaches to ________ control.
The tools used for this purpose are sales analysis, market share analysis, marketing expense-to-sales analysis, and financial analysis.
Which of the following is TRUE regarding annual plan control?
average sales per point of sale
Your firm has experienced a decline in sales over the last three quarters. You have traced the problems to distribution inefficiencies. Which of the following should you track to ensure that the firm’s distribution efficiency is maximized?
marketing audit
A ________ is a comprehensive, systematic, independent, and periodic examination of a company’s or business unit’s marketing environment, objectives, strategies, and activities, with a view to determining problem areas and opportunities and recommending a plan of action to improve the company’s marketing performance.
It identifies the most-needed improvements and incorporates them into a corrective-action plan with short- and long-run steps.
Which of the following is TRUE regarding a marketing audit?
Which of the four characteristics of a marketing audit is described by the fact that outside consultants can bring necessary objectivity to the process?
determines the cause of serious performance deviations
Annual-plan control requires making sure the company isn’t overspending to achieve sales goals. To do this, management sets monthly or quarterly goals, monitors marketing performance in the marketplace, ________, and takes corrective action.

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