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Exam 2: Developing Marketing Strategies and a Marketing Plan

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Question 51

Multiple Choice

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Coca-Cola sells two different zero-calorie versions of Coke: Diet Coke and Coke Zero (now known as Coca-Cola Zero Sugar) . It has chosen to attempt to appeal to men with Coke Zero. In addition to launching an ad campaign featuring men enjoying Coke Zero, Coca-Cola also designed a masculine-looking can for Coke Zero, with bold red lettering on a black background. This specially designed can is an example of

A) positioning.
B) targeting.
C) segmentation.
D) a market segment.
E) market penetration.

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Question 52

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Firms achieve ________ through efficient procedures and excellent supply chain management.

A) customer excellence
B) locational excellence
C) customer loyalty
D) value-based pricing
E) operational excellence

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Question 53

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Kaiko's Place is a surfer-themed restaurant chain in Hawaii. Most of its customers are tourists. In a SWOT analysis for Kaiko's Place, the possibility that the recession might cut back on tourism in Hawaii would be considered a weakness.

In BCG portfolio analysis, products in low-growth markets that have received heavy investment and now have excess funds available to support other products are called

It is Nathan's job to evaluate the performance of the marketing strategy his company used to promote its new line of tennis shoes and recommend any changes the company should make. Which step of the marketing plan is Nathan responsible for?

In the context of the BCG matrix, which group requires the most significant resources to maintain its market share?

Value-based marketing requires that firms charge a price that customers perceive as giving them a good value for the product they receive.

What is one of the four major growth strategies that marketers typically utilize?

Many states create licensing requirements for a variety of professionals (such as lawyers and accountants) designed to restrict entry into their market by professionals from other states. This practice limits ________ growth strategies for these types of businesses.

The idea of value-based marketing requires firms to charge a price that

Gabriela's is a women's clothing retailer headquartered in Spain with stores located in many countries. Gabriela's has developed a "quick response" system that allows store merchandise to be adjusted rapidly to fit changing customer preferences. Every aspect of Gabriela's operation is optimized for this system, making it difficult for competitors like The Gap to duplicate. Gabriela's has established

The growth rate for the iMac desktop, which has a small relative market share in the desktop market, has slowed down in recent years. Although sales have dropped by approximately 3 percent, it remains popular among graphic designers. Given these conditions, in which quadrant of the BCG matrix would the iMac most likely fall?

When Molly and her family visited Disney World last month, she was amazed that every staff member she talked to was able to answer her question regardless of whether it was about a hotel, restaurant, parade time, or fireworks display. She was very impressed. Which type of excellence does this represent?

To build a sustainable competitive advantage, companies should focus on a single strategy.

The Blooming Arbor is a one-location nursery business, selling plants and flowers for home gardeners. The new owners want to grow through either a product development or diversification strategy. What will the owners likely do if they pursue either strategy?

The text states, "Viewing customers with a lifetime value perspective rather than on a transaction-by-transaction basis is key to modern customer retention programs." Create an example demonstrating a lifetime value perspective. Why is customer retention almost always a profitable marketing strategy?

Most banks implement customer retention programs aimed at their best customers. They do this because they know that retaining customers usually results in

During which phase of the marketing planning process does a firm evaluate performance using marketing metrics?

Henson Electric is interested in diversifying into the frozen foods industry. The board of directors sees this as a risky move since the company can't capitalize on any of its existing markets or core strengths. Which type of growth strategy is Henson Electric considering?

Product penetration is one of the four major growth strategies.