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Exam 2: Developing Successful Marketing Strategies

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Question 101

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"To refresh the world/ To Inspire moments of optimism and happiness/ To create value and make a difference." This is an example of a(n) :

A) benefit statement
B) business portfolio
C) functional philosophy
D) mission

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Question 102

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Assume McDonald's is engaging in a market development strategy.Which of the following actions best illustrates a market development strategy?

A) opening the first McDonald's in China
B) developing a line of McDonald's toys to be sold through Toys R Us stores
C) adding a line of new deli sandwiches to the menu of existing McDonald's stores
D) running a promotion based on the Monopoly game, whereby customers have a chance to win prizes with each purchase

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Question 103

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Matsura Industries distributes candy and coffee through its vending machines in Tokyo.The addition of sandwich vending machines to the same market is an example of a _____ strategy.

The market for the fast car with so much horsepower that handling becomes an issue is decreasing.People are more interested in buying SUVs and pickups.As a result,General Motors is stopping production of its Camaro,a car that has had limited sales recently.Since the Camaro can no longer generate enough cash to sustain its manufacture,the BCG portfolio would classify it as a:

At which step of the planning stage of the strategic marketing process does a firm develop the program's marketing mix?

In the 1980s,poor quality and Japanese imports drove the Harley-Davidson motorcycle company to brink of bankruptcy.The company's share of the U.S.super-heavy-weight market - 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 the U.S.market; and both in the U.S.and overseas markets,the company won't be able to meet demand for years.From a marketing perspective,what was the likely first step in Harley-Davidson's resurgence?

The market for energy efficient cars is increasing,despite the price-tag often associated with these newer models.The GM Volt,an electric call,falls in this category.The car is considered to GM a:

Apple's marketing department has specified a target market for the iPhone 5C,the subsequent actions undertaken to realize their goal of strong sales in this market is known as:

Mars Incorporated targets health-conscious females by advertising its 3 MUSKETEERS→ Bar which has "45 percent less fat than average of the leading chocolate brands." It uses clever television ads to promote this product benefit and is achieving good sales results using this strategy.Mars is ____________ in the implementation phase of the strategic marketing process.

Gillette continues to manufacture Liquid Paper correction fluid for use with typewriters even though most of the world uses word processors.It is a small market that has little growth,but Liquid Paper has the largest market share,and Gillette invests no promotional monies in maintaining the declining product.Liquid Paper is an example of a:

What are the basic differences between marketing strategies and marketing tactics?

Pepsi-Co set out a task to earn $10 million (CDN) in sales on their new Odwalla beverage,which was accomplished by the date they set.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 elements of the marketing program were being considered when the company's owner decided initially to market the perfume in 1-ounce coloured glass bottles that would not always be sold at list price?

Mars Incorporated targets health-conscious females by advertising its 3 MUSKETEERS→ Bar which has "45 percent less fat than average of the leading chocolate brands." It uses clever television ads to promote this product benefit and is achieving good sales results using this strategy.What phase of the Strategic Marketing Process is Mars at?

A SWOT analysis can be useful in helping Ben & Jerry's identify new ice cream flavours and social responsibility programs that will contribute to its mission.What elements might their SWOT analysis contain?

Specialists from all the functional units who analyze,implement,and control programs to accomplish the corporate and business strategic directions usually serve as members to a:

Six months into a new marketing program,the Manager assesses the current metrics of the plan to the original forecasted results.When she realizes that sales are not on target and the plan must be adjusted,she is:

In its inception,Transportation Safety Technologies,Inc.produced and sold safety devices to make the trucking industry safer especially on long hauls across North America.It soon realized that transporting goods across U.S.borders by truck was expensive and time-consuming for the truckers.Dozens of government agency approvals and costly downtime hamper the process.Transportation Safety Technologies,Inc.,has recently begun providing its trucking companies with International Trade Data Systems (ITDS) .This system stores information about each shipment in a centralized database,which can be accessed at border checkpoints and eliminate the need for costly manual inspections.This is an example of the implementation of a _____ strategy.

Identify and describe the four market-product strategies an organization uses to identify alternative market opportunities. The four market-product strategies an organization uses to identify alternative market opportunities are:

Several years ago,Black & Decker purchased General Electric's small appliances product line.General Electric did not know what to do with the line.Black & Decker purchased the line because it needed the cash infusion from a product line that had a dominant market share.Since people replace small appliances infrequently and because many are handed down from parent to child,the industry is a slow-growth one.From this information and your knowledge about the BCG portfolio analysis,you should know this small appliance line would be classified as a: