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marketing chap2
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Questions in this quiz (13)
1Formulating Strategy
- Ag is the process of developing and
maintaining a strategic fit between the organization’s
goals and capabilities and its changing marketing
opportunities - BStrategizing (what) versus
operational and tactical planning (how) and
implementation
- Ag is the process of developing and
2Strategic planning
- Ag is the process of developing and
maintaining a strategic fit between the organization’s
goals and capabilities and its changing marketing
opportunities - B- Strategizing (what) versus
operational and tactical planning (how) and
implementation
- Ag is the process of developing and
3Defining a Market-Oriented Mission
- AThe mission statement is the organization’s purpose, what it wants to
accomplish in the larger environment - Bis a major activity in strategic
planning whereby management evaluates the
products and businesses that make up the
company
- AThe mission statement is the organization’s purpose, what it wants to
4The business portfolio
- Ais the collection of
businesses and products that make up the
company - Bis a major activity in strategic
planning whereby management evaluates the
products and businesses that make up the
company
- Ais the collection of
5Portfolio analysis
- As is a major activity in strategic
planning whereby management evaluates the
products and businesses that make up the
company - Bis the collection of
businesses and products that make up the
company
- As is a major activity in strategic
6Strategic business unit (SBU) is a unit of the
company that has a separate mission and
objectives that can be planned separately
from other company businesses- ATrue
- BFalse
7STARS – High growth, high share. Often need heavy investment to
finance rapid growth. Eventually their growth will slow down and they
will become cash cows (Build)- ATrue
- BFalse
8CASHCOWS
- A- Low growth, high share. Require less investment to
sustain already established success. Produce a lot of cash which is
often used to support other SBUs (Hold strong cash cows and harvest
weak ones) - BLow share, high growth. Require a lot of
cash to hold their share, let alone to increase it. Issue is whether to
phase it out or build it (Build/Harvest/Divest)
- A- Low growth, high share. Require less investment to
9QUESTIONMARKS
- ALow share, high growth. Require a lot of
cash to hold their share, let alone to increase it. Issue is whether to
phase it out or build it (Build/Harvest/Divest) - BHigh growth, high share. Often need heavy investment to
finance rapid growth. Eventually their growth will slow down and they
will become cash cows (Build)
- ALow share, high growth. Require a lot of
10DOGS
- ALow growth, low share. May generate enough cash to
maintain themselves but do not promise to be large sources of cash
(Harvest/Divest) - BLow growth, high share. Require less investment to
sustain already established success. Produce a lot of cash which is
often used to support other SBUs (Hold strong cash cows and harvest
weak ones)
- ALow growth, low share. May generate enough cash to
11Ansoff’s Matrix or Product/market expansion
grid- Ais a tool for identifying future company
growth opportunities through market
penetration, market development, product
development, or diversification - Bis a unit of the
company that has a separate mission and
objectives that can be planned separately
from other company businesses
- Ais a tool for identifying future company
12Market penetration is a growth strategy increasing
sales to current market segments without changing
the product- ATrue
- BFalse
13Market development is a growth strategy that
identifies and develops new market segments for
current products- ATrue
- BFalse
Information
- Description
- marketing Quiz on marketing chap2, created by Shanielle Haynes on 19/10/2022.
- Author
- Shanielle Haynes
- Language
- English
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- 0
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