Chapter 2 - ugba 106 questions & answers graded A+ verified to pass

Chapter 2 - ugba 106concepts 1) Designing customer drive marketing strategies and 2) constructing integrated marketing programs - correct answer ... McDonald;s - custoemr focused strategic bluepring - called the "Plan to Win" - mcDonald - correct answer QSVC - quality, service , cleanliness, and value -these values are the mainstays the company's corporate and marketing strategy facing changing consumer taste for more healthy options like mcdonalds, outstanding marketing organizations employ strongly customer drive marketing strategies and programs that create customer value and relationshipps - correct answer these are guided by broader coapny wide strategic plants which must also become more customer focused COMPANY WIDE STRATEGIC PLANNING: DEFIINING MARKETING'S ROLE - correct answer each company must find the game plan for long-run survival and growth that makes the most sense given its specific situation, opportunities , objectivesm and resources focus on strategic planning strategic planning - correct answer the process of developing and maintaining a strategic fit between the organization's goal and capabilities and its changing marketing opportunities strategic planning sets the stage for the rest of planning int he firm - correct answer ... annual and long range plans deal with company's business anyhow to keep them going vs the strategic plan invovleds adapting the firm tot ale advantage of opporutnties in its constantly changing environment - correct answer s strategic planning process - correct answer 1) defining the company mission 2) turn mission into detailed supporing objectives that guide the entire company 3)headquarters decides on what portfolio of business and products is best for the company and how much support to give each one 4) each business and product develops detailed marketing and other departmental plans that support the company wide plan thus marking planning occurs at the business-unit, product, and market levels Defining a Market-Oriented Mission - correct answer an organization exists to accomplish something and this purpose should be clearly stated--> mission statement mission statement - correct answer a statement of the organization purpose what is wants to accomplish in the larger engornemnet what is our business? who is the customer? what do consumers value? what should our vuiness be? acts as an invisible hand that guide the people in the organization mission statements should be MARKET ORIENTED and defined in terms of satisfying basic customer needs instead of product or technology terms. products and technologies eventually become outdated but basic market needs may last forever - correct answer mission statements should be meaningful and