In the cycle of complete strategic planning, taking corrective action is a part of ________.
A) planning
B) implementation
C) controlling
D) organizing
E) analyzing
Answer: C
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Marketing Management Chapter 2
- When one company licenses another to produce its offerings, or two companies jointly market their complementary offerings, it is called a ________.
- MasterCard and Visa may team up with university alumni associations to offer affinity credit cards that typically display an iconic image associated with the university on the card itself and may include an incremental donation program associated with purchases made using the card. The best description of this form of alliance would be a ________.
- Abbot Laboratories warehouses and delivers 3M's medical and surgical products to hospitals across the United States. The best description of this form of alliance would be a(n) ________.
- McDonald's has often teamed up with Disney to offer products related to current Disney films as part of its meals for children. The best description of this form of alliance would be a(n) ________.
- When a firm aims to underprice competitors and win market share, it is using a(n) ________ strategy that requires relatively less marketing skills as compared to other strategies.
- Through its cutting-edge point-of-sale inventory management technology and highly efficient shipping practices, Walmart is able to keep its inventory expenditure extremely low and to pass these savings on to consumers in the form of low prices. Walmart's strategy is best described as ________.
- The first step in the business unit strategic-planning process deals with which of the following?
- Which of the following terms can be defined as "the shared experiences, stories, beliefs, and norms that characterize an organization"?
- A characteristic of a ________ is that it can be a single business or collection of related businesses that can be planned separately from the rest of the company.
- A ________ of a business focuses on selling a product or service to an existing market.
- Gerber primarily serves the baby food market. In choosing to focus on this market, Gerber is defining its competitive sphere on the basis of ________.
- The ________ is the number of channel levels, from raw materials to final product and distribution, in which a company will participate.
- Which of the following is one of the five major characteristics of good mission statements?
- Mission statements are at their best when they reflect a ________.
- A clear, thoughtful mission statement provides employees with a shared sense of purpose, direction, and ________.
- Juan Garcia plans the daily promotional releases about his company's products and services. He can be described as a(n) ________ planner.
- Which of the following is NOT one of the four planning activities undertaken by all corporate headquarters?
- Which of the following plans would most likely include directions for implementing and addressing daily challenges and opportunities in product features, promotion, merchandising, pricing, sales channels, and service areas?
- The ________ lays out the target markets and the value proposition that will be offered, based on an analysis of the best market opportunities.
- The marketing plan, the central instrument for directing and coordinating the marketing effort, operates at ________ levels.
- Most large companies consist of four organizational levels: the corporate level, the ________, the business unit level, and the product level.
- Of the four organizational levels, the corporate level is likely to take which of the following decisions?
- The holistic marketing framework is designed to address three key management questions. Which of the following is one of those questions?
- Holistic marketers achieve profitable growth by expanding customer share, ________, and capturing customer lifetime value.
- ______ has three characteristics: (1) it is a source of competitive advantage in that it makes a significant contribution to perceived customer benefits; (2) it has applications in a wide variety of markets; and (3) it is difficult for competitors to imitate.