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Exam 2: Developing Successful Organizational and Marketing Strategies

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Question 1

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What is the difference between a marketing strategy and a marketing tactic?

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A marketing strategy is the means by whi...

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Question 2

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"HowAboutWe is the fastest, easiest, most fun way to go on awesome dates" is the ________ for the online dating service that focuses on setting up actual activities as dates for its users.

A) sustainability doctrine
B) core benefit proposition
C) corporate philosophy
D) mission statement
E) code of ethics

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

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Question 3

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In terms of an organization's business, railroads lost market share in the 20th century because they

Market segmentation refers to

A(n) ________ is a privately owned organization that serves its customers to earn a profit so that it can survive.

The marketing strategy of selling new products to current markets is referred to as

To develop a successful marketing plan for a soft drink, the process of ________ would most likely be used to group consumers on the basis of whether they prefer sugar-free and caffeine-free soda, caffeine-free sugared soda, or regular soda with sugar and caffeine.

The ________ element of the marketing mix includes outlets and transportation.

Figure 2-7 -Consider Figure 2-7. A Florida-based flashlight company has been extremely successful due in part to the number of hurricanes in Florida that result in power outages. The firm is thinking of expanding its product offerings to include other emergency supplies such as generators and survival kits (consisting of food bars, a water filtration system, first aid supplies, etc.) . Before going ahead with this decision, several factors had to be considered: (1) The firm has a great reputation with its flashlights and does not want to ruin it. (2) Its physical plant could be refitted relatively easily to make small generators, but it would be rather costly. (3) It would have to rely on another firm to manufacture and package the survival kits. (4) Although there are nine named hurricanes scheduled for the upcoming year, no one really can predict what will happen. The company's need to refit its factory would fall in which quadrant(s) of the SWOT analysis grid?

What is the purpose of the evaluation phase of the strategic marketing process? How is it accomplished?

Apple entered the music player market in 2001 with its iPod device, selling more that 50 million units annually until 2007, when the iPhone integrated a mobile phone with a music player. Since 2010, iPod sales have been declining dramatically. In 2014 Apple announced that it was discontinuing the iPod classic, and in 2017 it announced that it was discontinuing the iPod shuffle and nano. Today Apple still sells the iPod touch, although declining sales and discontinued products suggest that this SBU appears to be a

Netflix is a company that rents DVD movies and television programming either by mail or streaming over the Internet. It faces many competitors, but continues to grow both in the United States and abroad. Netflix now has around 47 million subscribers in the United States out of 82 million worldwide. Part of what has driven success in recent years is its original content, with shows like Stranger Things and 13 Reasons Why, popular programming that cannot be seen elsewhere. Its original content provides Netflix's

The strategies an organization develops to provide value to the customers it serves is called

A unique strength relative to competitors that provides superior returns, often based on quality, time, cost, or innovation, is referred to as a

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.

When a firm recognizes the critical importance of its employees by attempting to provide good conditions and opportunities, it sets an employee ________ goal.

A technique that managers use to categorize strategic business units as question marks, stars, cash cows, or dogs is referred to as

Eileen Fisher is a leader in sustainable fashion. For two weekends in the summer of 2016, shoppers could visit a pop-up shop in Brooklyn, NY, to purchase upcycled fashion pieces created from damaged items donated to the company's Green Initiative. Use of a pop-up shop to sell these items is one of Eileen Fisher's marketing

Though it started first as a limousine service and became a ridesharing service, Uber recently redefined its business with the addition of Uber Rush and UberEats, and now considers itself to be in which of these?

If Ben & Jerry's sold a line of new "Get the Dough Out of Politics" T-shirts targeted to college students in Latvia, it would be using a ________ strategy