252 MANAGEMENT BY EXCEPTIONCOMPREHENSION How is management by exception used in the evaluation phase of the strategic marketing process? 253 EVALUATION PHASECOMPREHENSION Explain the steps in the evaluation... Solved Marketing 18 Views Bookmark
247 IMPROVING IMPLEMENTATIONCOMPREHENSION List the six guidelines for improving implementation of marketing programs. 248 BIAS FOR ACTIONCOMPREHENSION Management experts call for a “bias for action.” How can this... Solved Marketing 18 Views Bookmark
242 PORTER’S GENERIC BUSINESS STRATEGIESCOMPREHENSION Describe Porter’s framework and the four resulting generic business strategies. 243 SYNERGY ANALYSISCOMPREHENSION Explain what synergy analysis is and describe the five marketing... Solved Marketing 18 Views Bookmark
SHORT ESSAY QUESTIONS 237 FINDING AND USING WHAT WORKSCOMPREHENSION In a five-year study, researchers Nohria, Joyce, and Roberson conducted in-depth analysis of 160 companies and more than... Solved Marketing 16 Views Bookmark
231 USING MARKETING DASHBOARDS: GENERAL MILLSAPPLICATION Consider Figure 22-10: General Mills Marketing Dashboard Chart “D” above. As part of the Warm Delights team at General Mills,... Solved Marketing 27 Views Bookmark
221 EVALUATION PHASECOMPREHENSION The marketing manager looks for two kinds of deviations, each triggering a different kind of action: (1) actual results fall short of goals... Solved Marketing 29 Views Bookmark
211 MATRIX ORGANIZATIONKNOWLEDGE A matrix organization a.combines a product line structure with a geographical structure. b.combines a geographical structure with a market-based structure. c.combines market-based groupings with product groupings. d.turns... Solved Marketing 20 Views Bookmark
201 PRODUCT LINE GROUPINGSCOMPREHENSION A company that uses an organizational structure based on “Dinner Products” or “Baked Goods” uses __________. a.product line groupings b.functional groupings c.reseller groupings d.geographical groupings e.market-based groupings 202 ... Solved Marketing 21 Views Bookmark
191 GANTT CHARTCOMPREHENSION What is the name of the tool shown in Figure 22-7 above that is the basis for the scheduling techniques used today in... Solved Marketing 19 Views Bookmark
181 ACTION ITEM LISTKNOWLEDGE An action item list refers to a.an aid to implement a marketing plan that consists of four columns. b.a tool that shows the relationships... Solved Marketing 16 Views Bookmark
171 PLANNING VERSUS IMPLEMENTATIONAPPLICATION The reformulation of the original less sweet, more bitter Coca-Cola (now Coca-Cola Classic) into a new sweeter one (eventually called New Coke)... Solved Marketing 22 Views Bookmark
161 VALUE-BASED PLANNINGCOMPREHENSION Which of the following is a typical objective for value-based planning? a.integrate sustainable development b.demonstrate corporate integrity c.contribute to the price of a company’s stock d.reduce employee... Solved Marketing 32 Views Bookmark
151 GUIDELINES FOR EFFECTIVE MARKETING PLANSAPPLICATION Which of the following statements best reflects the guideline for using a base of facts and valid assumptions? a.“Statistics show that... Solved Marketing 49 Views Bookmark
141 FULL COVERAGEKNOWLEDGE Based on a market-product grid framework, which marketing strategy offers all product lines to all market segments? a.full coverage b.market specialization c.product specialization d.selective specialization e.market-product concentration 142 FULL... Solved Marketing 15 Views Bookmark
131 FIVE MARKET-PRODUCT GRID STRATEGIESCOMPREHENSION There are five alternative marketing strategies that can be identified by market-product grids: market-product concentration, market specialization, product specialization, selective specialization,... Solved Marketing 16 Views Bookmark
121 SYNERGY ANALYSISKNOWLEDGE The increased customer value achieved through performing R&D-manufacturing functions more efficiently is referred to as __________. a.points of difference b.proficiency c.synergy d.kiatsu e.competitive advantage 122 SYNERGY ANALYSISCOMPREHENSION Synergy analysis seeks... Solved Marketing 18 Views Bookmark
111 COST FOCUS STRATEGYKNOWLEDGE A cost focus strategy refers to one of Porter’s generic business strategies that a.focuses on reducing expenses and, in turn, lowers product prices,... Solved Marketing 19 Views Bookmark
101 DIFFERENTIATION FOCUS STRATEGYCOMPREHENSION A firm following a differentiation focus strategy shown in Figure 22-4 above would be found in a.“A” b.“B” c.“C” d.“D” e.both “B” and “D” 102 COST LEADERSHIP STRATEGYKNOWLEDGE One... Solved Marketing 17 Views Bookmark
91 PORTER’S FOUR GENERIC BUSINESS STRATEGIESKNOWLEDGE Porter’s four generic business strategies are __________, cost focus, differentiation focus, and cost leadership. a.exclusivity b.quality focus c.differentiation d.geographic span e.service leadership 92 PORTER’S FOUR GENERIC... Solved Marketing 15 Views Bookmark
81 INNOVATION METRICSCOMPREHENSION In a recent survey, responding firms reported that on average they used eight metrics to measure their innovation. Figure 22-3 above shows that... Solved Marketing 17 Views Bookmark
71 EVALUATION PHASECOMPREHENSION Which of the following pieces of information is used in the evaluation phase of the strategic marketing process? a.action memos to correct problems and... Solved Marketing 16 Views Bookmark
61 IMPLEMENTATION PHASECOMPREHENSION Which of the following pieces of information is used in the implementation phase of the strategic marketing process? a.marketing return on investment b.Gantt charts c.revenues associated... Solved Marketing 18 Views Bookmark
51 MARKET PRODUCT FOCUS AND GOAL SETTINGCOMPREHENSION The actions taken during market product focus and goal setting, Step 2 of the planning phase, include: (1) set... Solved Marketing 17 Views Bookmark
41 PLANNING PHASECOMPREHENSION Which of the following pieces of information is used in the development of the marketing program, the third step of the planning phase... Solved Marketing 16 Views Bookmark
31 SHARE POINTSKNOWLEDGE Percentage points of market share used in analysis as the common basis of comparison to allocate marketing resources effectively for different product lines... Solved Marketing 23 Views Bookmark
