MKTG 301 EXAM 2 ROTH | 2025/2026 UPDATE |
WITH COMPLETE SOLUTION.
Marketing strategy Answer - Internal - goals and capabilities of the
organization
External - marketing opportunities
Trying to match these two
Chipotle - mission isn't to sell burritos"
Steps of marketing strategy Answer - Define
set objectives and goals
design business portfolio
Define Answer - first step of marketing strategy - mission statement
Mission Statement Answer - what is the business, who is the customer, what
does the customer value, what are our competencies, what should our
business be
must be - market oriented, realistic, specific, motivating, distinct competencies
Setting objectives and goals Answer - second step of marketing strategy
, mission statement leads to detailed supporting objectives for each level of
management, must be measurable
Design business portfolio Answer - third step in marketing strategy
combination of business that has potential to reach objectives
which businesses to enter
which to exit
how much to invest
BCG Matrix Answer - a means of evaluating strategic business units on the
basis of (1) their business growth rates and (2) their share of the market
Star Answer - lots of opportunity for growth, have a large part of market share
cash cow Answer - not a lot of growth, but enough market share to have
continual revenue
question mark Answer - lots of growth opportunity, but uncertainty regarding
entering the market
dog Answer - no growth, cant enter the market
criticism of BCG matrix Answer - limited variable
ignores interrelationship between business and customer
placement depends on definition of market
WITH COMPLETE SOLUTION.
Marketing strategy Answer - Internal - goals and capabilities of the
organization
External - marketing opportunities
Trying to match these two
Chipotle - mission isn't to sell burritos"
Steps of marketing strategy Answer - Define
set objectives and goals
design business portfolio
Define Answer - first step of marketing strategy - mission statement
Mission Statement Answer - what is the business, who is the customer, what
does the customer value, what are our competencies, what should our
business be
must be - market oriented, realistic, specific, motivating, distinct competencies
Setting objectives and goals Answer - second step of marketing strategy
, mission statement leads to detailed supporting objectives for each level of
management, must be measurable
Design business portfolio Answer - third step in marketing strategy
combination of business that has potential to reach objectives
which businesses to enter
which to exit
how much to invest
BCG Matrix Answer - a means of evaluating strategic business units on the
basis of (1) their business growth rates and (2) their share of the market
Star Answer - lots of opportunity for growth, have a large part of market share
cash cow Answer - not a lot of growth, but enough market share to have
continual revenue
question mark Answer - lots of growth opportunity, but uncertainty regarding
entering the market
dog Answer - no growth, cant enter the market
criticism of BCG matrix Answer - limited variable
ignores interrelationship between business and customer
placement depends on definition of market
