FiltersDone

Question type

Essay

Multiple Choice

Short Answer

True False

Matching

Exam 22: Pulling It All Together: The Strategic Marketing Process

Show Answer

Share

---

All types

Filters

Study FlashcardsPractice ExamLearn

Question 71

Multiple Choice

Review LaterAdd Note

Review Later

commenting about her challenges at General Mills,Vivian Milroy Callaway,says that __________ when looking for new-product opportunities for building a consumer packaged goods business like Big G.

A) "it is better to ask forgiveness than permission"
B) "you need to go with the flow"
C) "sometimes you have to break the rules"
D) "you need to avoid the NIH syndrome"
E) " a do it, fix it, try it approach is necessary"

Correct Answer

verified

Show Answer

Question 72

Multiple Choice

Review LaterAdd Note

Review Later

Which of the following types of test marketing techniques was primarily used in market research for General Mills Warm Delights?

A) free coupons
B) product sampling
C) continuity programs
D) double back product refunds
E) test marketing on the shelves of real supermarkets

Correct Answer

verified

Show Answer

Question 73

Multiple Choice

Review LaterAdd Note

Organizational groupings in which a unit is responsible for specific product offerings are referred to as __________.

information needed for the implementation phase of the strategic marketing process includes: (1) action memos with deadlines and Gantt charts; (2) organizational charts; and (3) __________.

Which of the following pieces of information is used in the evaluation phase of the strategic marketing process?

Figure 22-5 -Figure 22-5 above,the market-product grid labeled "B" illustrates which of the following market-product strategies?

Reflecting on the research study of over 200 management tools and techniques,which of the following companies is used as an example of a firm that excels based on a "clearly stated,focused strategy?"

of Porter's generic business strategies involves controlling expenses and lowering product prices targeted at a narrow range of market segments.This is referred to as a __________ strategy.

There are five alternative marketing strategies that can be identified by market-product grids: market-product concentration,market specialization,__________,selective specialization,and full coverage.

Figure 22-4 -Porter's generic business strategies shown in Figure 22-4 above,"B" refers to a __________ strategy.

firm following a cost leadership strategy shown in Figure 22-4 above would be found in __________.

Lockheed Martin's Skunk Works is a leader in delivering world-class aircraft.About 50 engineers and designers and 100 expert machinists closely follow this guideline for organizational structure and implementation: Use a small number of good people who

Figure 22-5 -Figure 22-5 above,the market-product grid labeled "D" illustrates which of the following market-product strategies?

five alternative marketing strategies that can be identified by market-product grids are: __________,market specialization,product specialization,selective specialization,and full coverage.

Figure 22-10: General Mills Marketing Dashboard Chart "A" -Consider Figure 22-10: General Mills Marketing Dashboard Chart "A" above.As part of the Warm Delights team at General Mills,you are asked to analyze and interpret the marketing dashboard for Warm Delights Minis.After a careful analysis of Chart "A," you conclude the following:

information needed in market product focus and goal setting,Step 2 of the planning phase includes: (1) __________, (2) market-product grids with target segments and product groupings,and (3) positioning studies.

Based on a market-product grid framework,which marketing strategy involves developing a single product for a single market?

Toyota is generally acknowledged as the best in the world in revolutionizing the design and manufacture of autos.Toyota managers created the doctrine of __________,or continuous improvement.

Which of the following pieces of information is used in the implementation phase of the strategic marketing process?

Figure 22-A -Consider Figure 22-A above.Effective managers track the progress of their marketing plans to identify problems that need to be corrected.Sometimes,the problems are with the marketing plan and its strategies; at other times,they may be due to their implementation; and at still other times,they may be due to both.Recall that research on what really works shows that successful firms have excellence on both the planning and strategy side and the implementation or execution side.As Figure 22-A shows,marketers can develop and implement strategies that have four possible results.For "A," identify the likely result of the planning and implementation of the marketing plan and its strategies for a product or service.