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Exam 2: Company and Marketing Strategy: Partnering to Build

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Question 71

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Which of the four Ps describes the goods-and-services combination the company offers to the target market?

A) price
B) promotion
C) product
D) place
E) package

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

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Question 72

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How might the BCG matrix represent a life cycle?

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Many SBUs start out as questio...

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Question 73

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In a basic SWOT analysis the "T" stands for ________.

Refer to the scenario below to answer the following questions. Tambun Fun Park began as a small amusement park in 1985. With nothing more than a merry-go-round, a slide, pony rides, and an ice cream stand, Tambun grew into a popular family attraction with 20 rides, a restaurant, and an outdoor performing arts theater. "My wife, Kamisah, and I didn't know what we were getting into," commented Ahmad, the owner. "We just knew that weekenders coming to the Ipoh area represented an untapped market." Today, thousands of visitors flock to Tambun Fun Park-families, children of all ages, even senior citizens who enjoy strolling through the gardens and arbor. "There's something here for everyone," Kamisah said with a smile. "Dozens of companies hold annual company picnics here. We have welcomed class field trips. And we even had one wedding here at the park!" "Here's the funny thing," Ahmad chimed in. "We really don't know why we've been so successful! There is nothing else like Tambun Fun Park in the area. We were just lucky." "I think it's the ambience of the park," Kamisah added, "that has brought so many visitors. We provide a 'total package' of entertainment. Plus, we try to change our rides and various attractions from time to time." Kamisah and Ahmad admitted that making every visitor happy is a priority. "That has always been our philosophy," they said. "And we've always been able to deliver on that because we've never allowed ourselves to grow too big too quickly." -Into which quadrant of the BCG matrix does Tambun Fun Park fall?

Which of the following is a useful tool for identifying company growth opportunities?

The Starbucks card lets customers prepay for coffee and snacks.This effort by Starbucks management is an example of ________.

Guided by marketing strategy,the company designs a marketing mix made up of factors under its control: product,price,place,and promotion.

Marketing departments are organized in several ways.Compare the most common forms of marketing organizations.

What does the term value delivery network mean? Explain.

Measuring and evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are achieved is called ________.

Making more sales to current customers without changing a firm's products is ________.

The marketing mix consists of product,price,place,positioning,and promotion.

One valid criticism of the four Ps concept is that services are not considered.

The goal of a company should be to utilize its strengths to attractive opportunities in the environment,while eliminating or ____________________.

In the Boston Consulting Group approach,________ serves as a measure of company strength in the market.

The four possible strategies that can be pursued for each SBU are building,holding,________,and ________.

The process of customer-driven marketing involves which of the following?

A marketing plan begins with a(n) ________,which quickly overviews main goals and recommendations.

Which of the following is NOT a step in marketing control?

Which of the following is the most common form of marketing organization?