Intro to Marketing Test Bank-Ch: 2

Chapter 2

Planning, Implementing, and Controlling Marketing Strategies

1. Describe the process of strategic planning. How does this process help marketing managers?

AACSB:  Analytic CBE: Model Marketing Plan Difficulty level: Easy Page:  30-31 Type:  Knowledge

2. How does a firm use a market opportunity to reach a particular target market?

AACSB:  Reflective Thinking CBE: Model Strategy Difficulty level: Moderate Page:  32-33 Type:  Knowledge

3. In what ways does having a mission statement help an organization achieve its goals?

AACSB:  Communication, Strategy CBE: Model Marketing Plan Difficulty level: Easy Page:  34 Type:  Knowledge

4. Compare and contrast corporate strategy and marketing strategy.

AACSB:  Communication CBE: Model Strategy Difficulty level: Moderate Page:  36-37 Type:  Knowledge

5. Define the four product categories used in the Boston Consulting Group (BCG) product-portfolio analysis.

AACSB:  Communication CBE: Model Product Difficulty level: Moderate Page:  39 Type:  Knowledge

6. Explain the different types of growth strategies that can be used by a strategic business unit.

AACSB:  Communication CBE: Model Marketing Plan Difficulty level: Moderate Page:  39 Type:  Knowledge

7. Describe the two major components of marketing strategy. What should marketing managers consider when developing marketing strategy?

AACSB:  Analytic CBE: Model Strategy Difficulty level: Easy Page:  40 Type:  Knowledge

8. Discuss the creation of a marketing plan. What are the major components of a marketing plan?

AACSB:  Communication CBE: Model Marketing Plan Difficulty level: Moderate Page:  42-43 Type:  Knowledge

9. What is internal marketing? Why is it helpful for a firm to initiate an internal marketing program?...