NHM 464 Chapter 3 Questions With Complete Solutions
__________ involves deciding on marketing strategies that will
help the company attain its overall strategic objectives Correct
Answers marketing planning
(look at developing growth strategy cont... slide Correct
Answers
3 things to consider for strategic thinking Correct Answers
overall cost leadership, differentiation, focus (market segments)
a business must be viewed as a Correct Answers customer
satisfying process, not a product producing process
a company can assess marketing ROI in terms of standard
marketing performance measures, such as Correct Answers
brand awareness, sales, or market share
a detailed marketing plan is needed for each Correct Answers
business, product, or brand
according to a recent study, as finances have tightened,
marketers see _____________ as the second biggest issue after
the economy Correct Answers return on marketing investment
after the business unit has defined its mission and Correct
Answers conducted a SWOT analysis, it can proceed to
develop specific objectives and goals
, based on the mission statement Correct Answers set business
overall objectives and goals
business unit, product, and market level Correct Answers
Planning marketing and other functional strategies
buyer's view Correct Answers customer solution, customer
cast, convenience, communication
by examining these three intensive growth strategies
management ideally will discover several ways to grow;
however, if they are not enough, management must also
examine _________ opportunities Correct Answers
diversification
control Correct Answers outline the controls that will be used
to monitor progress, measure return on marketing investment
and take corrective action
corporate level strategic plan Correct Answers 1. defining the
company's mission
2. setting company objectives and goals
3. designing the business portfolio
4. planning marketing and other functional strategies
defining the corporate mission Correct Answers a statement of
the organization's purpose
(acts like an "invisible hand" that guides people in the
organization
__________ involves deciding on marketing strategies that will
help the company attain its overall strategic objectives Correct
Answers marketing planning
(look at developing growth strategy cont... slide Correct
Answers
3 things to consider for strategic thinking Correct Answers
overall cost leadership, differentiation, focus (market segments)
a business must be viewed as a Correct Answers customer
satisfying process, not a product producing process
a company can assess marketing ROI in terms of standard
marketing performance measures, such as Correct Answers
brand awareness, sales, or market share
a detailed marketing plan is needed for each Correct Answers
business, product, or brand
according to a recent study, as finances have tightened,
marketers see _____________ as the second biggest issue after
the economy Correct Answers return on marketing investment
after the business unit has defined its mission and Correct
Answers conducted a SWOT analysis, it can proceed to
develop specific objectives and goals
, based on the mission statement Correct Answers set business
overall objectives and goals
business unit, product, and market level Correct Answers
Planning marketing and other functional strategies
buyer's view Correct Answers customer solution, customer
cast, convenience, communication
by examining these three intensive growth strategies
management ideally will discover several ways to grow;
however, if they are not enough, management must also
examine _________ opportunities Correct Answers
diversification
control Correct Answers outline the controls that will be used
to monitor progress, measure return on marketing investment
and take corrective action
corporate level strategic plan Correct Answers 1. defining the
company's mission
2. setting company objectives and goals
3. designing the business portfolio
4. planning marketing and other functional strategies
defining the corporate mission Correct Answers a statement of
the organization's purpose
(acts like an "invisible hand" that guides people in the
organization
