PRINCIPLES OF MARKETING 17TH EDITION
COMPREHENSIVE EXAM SCRIPT SOLVED
QUESTIONS GRADED A+
◉ Growth-Share Matrix: Dogs
Answer: are low-growth, low-share businesses and products. They
may generate
enough cash to maintain themselves but do not promise to be large
sources of cash.
◉ Product/market expansion grid
Answer: a portfolio-planning tool for identifying company growth
opportunities through market penetration, market development,
product development, or diversification
◉ market penetration
Answer: company growth by increasing sales of current products to
current market segments without changing the product
◉ market development
Answer: company growth by identifying and developing new market
segments for current company products
, ◉ product development
Answer: company growth by offering modified or new products to
current market segments
◉ Diversification
Answer: company growth through starting up or acquiring
businesses outside the company's current products and markets
◉ Value Chain
Answer: the series of internal departments that carry out value-
creating activities to design, produce, market, deliver, and support a
firm's products
◉ value delivery network
Answer: a network composed of the company, suppliers,
distributors, and, ultimately, customers who partner with each other
to improve the performance of the entire system in delivering
customer value
◉ marketing strategy
Answer: the marketing logic by which the company hopes to create
customer value and achieve profitable customer relationships
COMPREHENSIVE EXAM SCRIPT SOLVED
QUESTIONS GRADED A+
◉ Growth-Share Matrix: Dogs
Answer: are low-growth, low-share businesses and products. They
may generate
enough cash to maintain themselves but do not promise to be large
sources of cash.
◉ Product/market expansion grid
Answer: a portfolio-planning tool for identifying company growth
opportunities through market penetration, market development,
product development, or diversification
◉ market penetration
Answer: company growth by increasing sales of current products to
current market segments without changing the product
◉ market development
Answer: company growth by identifying and developing new market
segments for current company products
, ◉ product development
Answer: company growth by offering modified or new products to
current market segments
◉ Diversification
Answer: company growth through starting up or acquiring
businesses outside the company's current products and markets
◉ Value Chain
Answer: the series of internal departments that carry out value-
creating activities to design, produce, market, deliver, and support a
firm's products
◉ value delivery network
Answer: a network composed of the company, suppliers,
distributors, and, ultimately, customers who partner with each other
to improve the performance of the entire system in delivering
customer value
◉ marketing strategy
Answer: the marketing logic by which the company hopes to create
customer value and achieve profitable customer relationships
