Exam 3: Marketing Strategy Planning

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A) Competitors' marketing strategies.
B) What company resources (costs) are required and at what rate.
C) How different marketing mixes (for different target markets) relate to each other.
D) All of these are parts of a complete marketing plan.

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A) marketing myopia
B) mass marketing
C) product development
D) market development
E) diversification

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A) Production, Personnel, Price, and Physical Distribution
B) Promotion, Production, Price, and People
C) Potential Customers, Product, Price, and Personal Selling
D) Product, Price, Promotion, and Profit
E) Product, Place, Promotion, and Price

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A) lets the salesperson adapt the firm's marketing mix to each potential customer.
B) is the main form of advertising.
C) tries to help the personal selling and mass selling people.
D) is free.
E) consists of both advertising and personal selling.

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A) customer equity takes a financial approach where customer lifetime value does not
B) customer lifetime value looks at specific target markets
C) customer equity takes into account a firm's current and future customers and the costs associated with each
D) customer equity reflects the total stream of purchases that a customer could contribute to a company over the length of the relationship
E) customer lifetime value focuses on purchases over the next year, while customer equity takes into account a longer time horizon

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A) cost of the whole marketing mix
B) buying capacity of the customers
C) profit it should bring the company
D)
Transportation cost

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A) blends all of a firm's marketing plans into one big plan.
B) is a description of a firm's marketing mix.
C) is a detailed plan of how to implement a strategy.
D) is a marketing strategy plus the time-related details.
E) None of these apply to a marketing program.

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A) miss an opportunity to ensure repeat purchases in the future
B) do not generate revenue or profits
C) never involve personal selling
D) are known as breakthrough opportunities
E) are never used by reputable companies

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A) product.
B) place.
C) promotion.
D) price.
E) people.

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A) storing.
B) intermediaries.
C) transporting.
D) channels of distribution.
E) sales reps.

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A) focuses on what a firm plans to do to "Satisfy Wishes of a Target" customer.
B) summarizes a firm's "strategy, wishes (of its customers) , outlook, and tactics."
C) helps defend against potential competitors by developing a set of competitive "safeguards, weapons, offensives, and tactics."
D) identifies a firm's "strengths, weaknesses, opportunities, and threats."
E) seeks to reduce the risk of competitive surprises by scanning the market for "signals, warnings, omens, and tips."

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A) all alike.
B) all having the same needs.
C) always wanting to meet needs in the same way.
D) grouped into segments of similar consumers.
E) different types, but all having the same characteristics.

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A) market development.
B) diversification.
C) market penetration.
D) product development.

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