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Exam 2: Developing Successful Marketing Strategies

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Question 41

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Designing a car is expensive and time-consuming even with the use of computers because until recently there was no way for all the varied departments that are involved in new car development to work together.DaimlerChrysler has created a central,Web-based system that cuts the design and production process by at least two years.This is an example of a(n) :

A) benchmarking project.
B) innovation-oriented mission.
C) competency.
D) operational goal implementation.

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

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Question 42

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Railroads may have let other forms of transportation take business away from them because their definition included only the railroad business,rather than the broader definition of:

A) transportation.
B) aerospace.
C) entertainment.
D) retailing.

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

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Question 43

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In a large corporation with multiple business units,the marketing department may be called upon to:

In late 1993,the Honda Motor Company unveiled the Honda Passport,announcing their entrance into the sport-utility vehicle market.Competing automakers - General Motors,Ford,and Jeep had vehicles firmly entrenched in this highly competitive market.For years Honda experienced tremendous success with their Accords,Preludes,Civics and other passenger automobiles - in fact,Honda cars were repeatedly the top selling automobiles in the U.S.Where would the Honda Passport and the Honda Accords,Preludes,and Civics fall in the BCG product portfolio matrix?

Two major elements of the implementation phase of the strategic marketing process are:

Which one of the following is NOT an example of the different goals that non-profit firms can pursue?

The "Big Three" wireless carriers in Canada are constantly battling each other for customers,as a result,they frequently determine the ratio of the sales revenue of their firm to the total sales revenue of all firms in the industry,including the firm itself.The ratio they are calculating is known as:

Zippo,which traditionally manufactures lighters,is considering offering motorcycle helmets.This is an example of which strategy"?

There are many perfumes on the market,but only one that breaks down fragrances into elements so people can wear the particular scents with which they have emotional ties.The perfume's name is Demeter,and it makes over 150 different fragrances with names like Dirt,Lobster,Dandelion,Sugar Cookie,Brownie,Woodsmoke,Leather,and Turpentine.According to people who use Demeter perfume,its memorable scents would be what makes it superior to other perfumes.What element of the marketing program is being considered when the company's owner decided initially to market the perfumes in a limited number of very exclusive specialty department stores?

Kodak wanting to be the top seller of digital cameras by 2013 is an example of an organizational:

Which of the following statements about stakeholders is true?

Lululemon is known for having a youthful,energetic,health-focused,and sustainable system of shared attitudes and behaviours held by the employees that distinguish it from other organizations.This is known as their

Lenovo Computers implemented a new manufacturing strategy that reduced warranty calls by 20 percent.This is an example of setting a ________ goal.

A toothbrush manufacturer sells several lines of toothbrushes.One line is for small children,one line is for people with gum problems,and one is for people who wear dentures.This product differentiation is the result of:

A June 1998 Congressional initiative mandated that the U.S.Department of Transportation (USDOT) establish a national traffic information collection system.The marketing manager of a company that provided traffic reports for local radio stations would most likely incorporate which aspect of this knowledge into its SWOT analysis as:

In the Boston Consulting Group (BCG) model for analysis of a firm's strategic business units,or SBUs,the horizontal axis reflects the:

A good product or service has features and characteristics that satisfy stated or implied needs.This is an example of a(n) :

There are many perfumes on the market,but only one that breaks down fragrances into elements so people can wear the particular scents with which they have emotional ties.The perfume's name is Demeter,and it makes over 150 different fragrances with names like Dirt,Lobster,Dandelion,Sugar Cookie,Brownie,Woodsmoke,Leather,and Turpentine.According to people who use Demeter perfume,its memorable scents would be what makes it superior to other perfumes.Which element of the marketing program is being considered when the company's owner decides to add scents that evoke colors?

Business unit managers at Bell Canada decide on the direction for their residential products and markets every six months.This decision making occurs at which unit level in the organization.

Identify and describe the four critical factors in a SWOT analysis that help an organization identify the critical strategy-related factors that could have major effects on it. The four critical factors in a SWOT analysis are: