Which marketing strategy focuses on a single market segment but adds additional product lines?
Question 1.1. (TCO 4) Three commonly used methods of evaluating marketing programs are marketing metrics, marketing dashboards, and (Points : 5)
marketing control boards.
Question 2.2. (TCO 1) Ideally in effective marketing planning, goals should be _____ in terms of what is to be accomplished and when. (Points : 5)
loose and vague
as general as possible
flexible or elastic
quantified and measurable
None of the above
Question 3.3. (TCO 3) Which marketing strategy focuses on a single market segment but adds additional product lines? (Points : 5)
Question 4.4. (TCO 1) Based on relative competitive scope (broad target to narrow target) and source of competitive advantage (lower cost to differentiation), Porter’s four generic business strategies are differentiation, cost focus, differentiation focus, and (Points : 5)
Question 5.5. (TCO 1) Step 3 in the planning phase of the strategic marketing process is (Points : 5)
the situation analysis.
the market-product focus and goal setting.
the marketing program.
Question 6.6. (TCO 1) The consumer products industry is one with several large competitors, soaring raw materials prices, and strong demands from powerful retailers for lower prices. As a result, Colgate-Palmolive Co. and Unilever Group, the makers of products such as Colgate toothpaste and Ben & Jerry’s ice cream, both reduced their earnings forecasts. Yet Procter & Gamble, another consumer products company, did not. At P & G, innovation is a key attribute, allowing the company to update all 200 of its brands and to invent products, such as Crest Whitestrips, that consumers crave. P & G has also used its marketing know-how to develop unique product placements on television shows that highlight its brands. A SWOT analysis of this information for P & G would indicate that the overall industry situation is a _____, whereas the invention taking place at P & G is a _____. (Points : 5)
Question 7.7. (TCO 3) All of the following steps are part of the planning process used to develop an organization’s advertising program, except (Points : 5)
identify the target audience.
specify the advertising objectives.
write the advertising copy.
calculate the marketing ROI.
schedule the advertising program