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Exam 2: Strategic Planning

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Question 21

Multiple Choice

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What measure allows marketers to analyze the success of specific products and regions to pinpoint what is working and what is not?

A) gross margin
B) profit margin
C) revenue analysis
D) return on marketing investment
E) marketing expenditures

F) B) and D)
G) C) and D)

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Question 22

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An action-oriented document or playbook that guides the analysis,implementation,and control of the firm's marketing strategy is called the _____ _____.

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Question 23

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The percentage of the total market sales captured by a brand,product,or firm is called _____ _____.

List and describe the international market entry strategies.

Gavin wants to perform a situation analysis of his business to help him make strategic decisions for the future.The situation analysis will tell Gavin all of the following

Typically the least risky option for entering international markets is

When a big name retailer decides to open a manufacturing plant overseas,this is an example of

Whether or not a firm will use advertising,sales promotion,personal selling,or public relations is outlined in the _______ section of the marketing plan.

A mission statement should be oriented toward the ______.

Selling domestically produced products to foreign markets is called

On the BCG Matrix,_____ _____ are products that have a large market share in an industry with low growth rates.

Which method of entering a foreign market carries with it the most risk?

The use of licensing to enter international markets has increased significantly in recent years due to several factors,including more regulation and rising research and development costs.

The measure of how much profit the firm generates as well as how much profit certain aspects of the firm,including regions,channels,and customer segments,contribute is referred to as

Which marketing strategy is being employed by a firm that is seeking to expand in foreign markets?

Marketing expenditures are used in calculating

A good mission statement should

How are target market and positioning connected?

Which element of the marketing mix details how the organization will communicate the value of its product?

The latest Surgeon General warning regarding diets high in fat,calories,and sodium would be considered a threat to fast-food restaurants like McDonald's and Burger King.