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Exam 2: Developing Successful Organizational and Marketing Strategies

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Question 31

Multiple Choice

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If Ben & Jerry's sold a line of new "Get the Dough Out of Politics" T-shirts targeted to college students in Latvia,it would be using a __________ strategy.

A) product development
B) market development
C) market penetration
D) diversification
E) market saturation

F) None of the above
G) All of the above

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Question 32

Multiple Choice

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The Boston Consulting Group (BCG) has given specific names and descriptions to the four resulting quadrants in its growth-share matrix based on the amount of cash they generate for or require from the organization.Cash cows are located in which quadrant of the BCG growth-share matrix?

A) upper left quadrant
B) upper right quadrant
C) center of the four quadrants
D) lower right quadrant
E) lower left quadrant

F) C) and E)
G) D) and E)

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Question 33

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Some universities provide retirement benefits by matching the percentage an employee pays into a retirement account up to a certain percentage.This encourages a larger percentage of employees to participate in retirement planning.This is an example of __________ goal.

Many local and national chain bookstores,such as Borders and Bookstar,have closed over the past few years.This is due in part to competition from e-book readers such as Amazon's Kindle and Apple's iPad,which permit the online purchase and download of digital books from their websites.Moreover,subscribers to newspapers and magazines have cancelled their print subscriptions in favor of online news.These trends have caused the StarTribune newspaper to offer online content for $1..99 per week and Newsweek to suspend its print edition in favor of an online only weekly edition.These companies had to change their __________,an action triggered by the technological and social changes in their marketing environments.

All of the following were strategic opportunities identified in IBM's 2015 road map except which?

Explain what a planning gap is and what is used to close it.

Figure 2-3b -According to Figure 2-3b,which of the following SBUs is currently exceeding its YTD (Year to Date) revenue target?

Market segmentation refers to

What are the three elements that today's visionary organization must do to be forward looking and successful within its marketing environment? What is the purpose of each of these elements?

In its business portfolio analysis,an organization's strategic business units (SBUs) often start as __________ and eventually become __________.

Seeking to obtain as high a financial return on their investments (ROI) as possible,firms will often set __________ goals.

Diversification refers to the marketing strategy of

At the functional level,the marketing department

A subsidiary,division,or unit of an organization that markets a set of related offerings to a clearly defined group of customers is referred to as a

American Express,the credit card and travel organization,has a long history of working for the good of all in its New York community.In 1885,it engaged its employees to help raise money to build the pedestal of the Statue of Liberty.Today,it has a program to help restore,preserve,and revitalize historic sites in New York City.These actions by American Express are partial fulfillment of the __________ the firm has established for itself as a corporate citizen.

Unilever distributes its Lipton tea products in part through independent brokers,agents,and distributors to chain,wholesale,co-operative,and independent grocery accounts and food service.This is an example of a firm's

When a firm recognizes the critical importance of its employees by attempting to provide good conditions and opportunities,it sets an employee __________ goal.

The Boston Consulting Group (BCG) has given specific names and descriptions to the four resulting quadrants in its growth-share matrix based on the amount of cash they generate for or require from the organization.Stars are SBUs that are classified as having

Bill McDermott is the CEO of SAP,which is a company that sells expensive enterprise resource planning software to large and mid-sized companies.McDermott operates at the __________ level of his organization.

Organizations that develop similar offerings,when grouped together,create