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Exam 2: Developing Successful Organizational and Marketing Strategies

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Question 61

Multiple Choice

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SBUs with a low share of high-growth markets that may require large cash injections of cash just to maintain market share are referred to as __________.

A) dogs
B) cash cows
C) question marks
D) stars
E) hedgehogs

F) A) and B)
G) A) and C)

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Question 62

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In Figure 2-1 above,"A" represents the

A) functional level.
B) board of directors.
C) corporate level.
D) CEO.
E) strategic business unit level.

F) A) and B)
G) D) and E)

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Question 63

Multiple Choice

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Taking stock of where the firm or product has been recently,where it is now,and where it is headed in terms of the organization's marketing plans and the external forces and trends affecting it is referred to as __________.

A technique that helps a firm search for growth opportunities from among current and new markets as well as current and new products is referred to as __________.

Step 2 in the planning phase of the strategic marketing process consists of

__________ is a product,service,or idea that creates value for both the organization and its customers by satisfying their needs and wants.

SightLife works to solve which societal problem?

A marketing __________ is defined as the means by which a marketing goal is to be achieved,usually characterized by a specified target market and a marketing program to reach it.

According to Figure 2-3b above,which of the following SBUs has the LOWEST YTD revenue compared to its target?

In the 1980s,a lapse in production quality and an increase in Japanese imports drove the Harley-Davidson motorcycle company to the brink of bankruptcy.The company's share of the U.S.super heavy-weight market segment-motorcycles with engine capacity of 850 cubic centimeters or more-collapsed from more than 40 percent in the mid 1970s to 23 percent in 1983.However,by 1989,Harley-Davidson controlled some 65 percent of this market segment.From a marketing perspective,what was the MOST LIKELY first step in Harley-Davidson's resurgence?

Which of the following statements regarding Ben & Jerry's is MOST ACCURATE?

A for-profit organization refers to

According to Figure 2-3c above,which of the following states has the highest number of monthly website visits?

If Ben & Jerry's starts selling Bonnaroo Buzz Fair Trade-sourced super premium ice cream in Brazil for the first time,it will be using a __________ strategy.

According to Figure 2-3b above,which of the following SBUs 13-month sales trend has declined over the past few months?

According to Figure 2-3b above,which of the following SBUs is currently exceeding its YTD (Year to Date) revenue target?

In Figure 2-4 shown above,SBUs found in quadrant "C" would be called __________.

Specialized functions such as marketing and finance are generally referred to as __________.

A firm may have a goal to offer its customers the highest __________,as Medtronic does with its implantable medical devices.

Evergreen Air Center is the world's largest parking lot for unwanted commercial aircraft.Airlines pay from $750 to $5,000 monthly for the storage services provided by Evergreen.Prior to September 2001,the company had 140 discarded airplanes at its Arizona facilities and was growing at a rate of about six planes monthly with about two per month sold for parts and/or scrap metal.After calamity struck the airline industry in September 2001,the airlines retired over 1,000 planes,many of which have found their way to Evergreen.Now the actual number of planes stored at Evergreen differs significantly from the prediction based on previous behavior in effect before September 2001.This difference is referred to as the __________.