FiltersDone

Question type

Essay

Multiple Choice

Short Answer

True False

Matching

Exam 3: Strategic Market Planning

Show Answer

Share

---

All types

Filters

Study FlashcardsPractice ExamLearn

Question 31

Multiple Choice

Review LaterAdd Note

Review Later

There are ________ different types of SBUs represented within the BCG growth-market share matrix.

A) two
B) three
C) four
D) five
E) six

Correct Answer

verified

Show Answer

Question 32

Multiple Choice

Review LaterAdd Note

Review Later

The pharmaceuticals division of Omni Healthcare holds low market share in a high-growth market. In order to increase market share, managers would be most likely to decide which of the following?

A) hold the pharmaceuticals division's share
B) implement a harvest strategy
C) use money from a cash cow to promote the pharmaceuticals division
D) divest the SBU
E) diversify the pharmaceutical division

Correct Answer

verified

Show Answer

Question 33

Multiple Choice

Review LaterAdd Note

Effective objectives should be all of the following EXCEPT which one of the following?

A media company has a high market share in the cassette tape market. The cassette tape market has low growth potential. This business fits into the ________ category of the BCG growth-market share matrix.

You are a sales manager and you are responsible for tracking a wide range of metrics related to your firm. Explain in which part of the marketing planning process these metrics would be determined and why they are important.

The market planning process should be completed before the strategic planning process begins.

Each year, Honeywell asks every department manager to rate his or her department's strengths and weaknesses as well as those of the other departments with which the department interacts. Then each department manager is asked what he or she sees as the greatest threats and opportunities for the company. Honeywell is asking its department managers to engage in a ________.

________ is the third, or "nuts-and-bolts," level of planning.

________ is the first, or "big picture," level of planning.

Which of the following is a tool that marketers often use to portray an action plan's time line?

Briefly discuss how marketers measure return on marketing investment. Explain why this figure may not be sufficient to judge marketing's effectiveness.

The second step of the marketing planning process is to ________.

Strategic planning for a large firm such as Disney with several SBUs probably occurs ________.

A chief marketing officer is more likely to be in charge of strategic planning than functional planning.

Periodically, the Walt Disney Company recycles its oldest animated films, such as Snow White, back into movie theaters to delight a new generation of consumers. To what classification of the BCG growth-market share matrix would these old movies belong? Explain.

A lagging indicator is a marketing metric used to analyze why a brand is losing market share to a competitor.

________ generally cover a shorter time period than other plans, perhaps only one or two months, and include detailed directions for specific activities to be carried out.

Advertising, sales promotion, public relations, publicity, direct marketing, and personal selling are all parts of the ________.

Which of the following is a limitation of the BCG matrix?

Business planning is a process of making decisions that guide the firm in both the short and the long term.