Chapter 2 - ugba 106
concepts
1) Designing customer drive marketing strategies and
2) constructing integrated marketing programs - correct answer ...
McDonald;s - custoemr focused strategic bluepring - called the "Plan to Win" - mcDonald - correct
answer QSVC - quality, service , cleanliness, and value -these values are the mainstays the company's
corporate and marketing strategy
facing changing consumer taste for more healthy options
like mcdonalds, outstanding marketing organizations employ strongly customer drive marketing
strategies and programs that create customer value and relationshipps - correct answer these are guided
by broader coapny wide strategic plants which must also become more customer focused
COMPANY WIDE STRATEGIC PLANNING: DEFIINING MARKETING'S ROLE - correct answer each company
must find the game plan for long-run survival and growth that makes the most sense given its specific
situation, opportunities , objectivesm and resources
focus on strategic planning
strategic planning - correct answer the process of developing and maintaining a strategic fit between the
organization's goal and capabilities and its changing marketing opportunities
strategic planning sets the stage for the rest of planning int he firm - correct answer ...
annual and long range plans deal with company's business anyhow to keep them going
, vs
the strategic plan invovleds adapting the firm tot ale advantage of opporutnties in its constantly
changing environment - correct answer s
strategic planning process - correct answer 1) defining the company mission
2) turn mission into detailed supporing objectives that guide the entire company
3)headquarters decides on what portfolio of business and products is best for the company and how
much support to give each one
4) each business and product develops detailed marketing and other departmental plans that support
the company wide plan
thus marking planning occurs at the business-unit, product, and market levels
Defining a Market-Oriented Mission - correct answer an organization exists to accomplish something and
this purpose should be clearly stated--> mission statement
mission statement - correct answer a statement of the organization purpose what is wants to accomplish
in the larger engornemnet
what is our business?
who is the customer?
what do consumers value?
what should our vuiness be?
acts as an invisible hand that guide the people in the organization
mission statements should be MARKET ORIENTED and defined in terms of satisfying basic customer
needs instead of product or technology terms. products and technologies eventually become outdated
but basic market needs may last forever - correct answer mission statements should be meaningful and
concepts
1) Designing customer drive marketing strategies and
2) constructing integrated marketing programs - correct answer ...
McDonald;s - custoemr focused strategic bluepring - called the "Plan to Win" - mcDonald - correct
answer QSVC - quality, service , cleanliness, and value -these values are the mainstays the company's
corporate and marketing strategy
facing changing consumer taste for more healthy options
like mcdonalds, outstanding marketing organizations employ strongly customer drive marketing
strategies and programs that create customer value and relationshipps - correct answer these are guided
by broader coapny wide strategic plants which must also become more customer focused
COMPANY WIDE STRATEGIC PLANNING: DEFIINING MARKETING'S ROLE - correct answer each company
must find the game plan for long-run survival and growth that makes the most sense given its specific
situation, opportunities , objectivesm and resources
focus on strategic planning
strategic planning - correct answer the process of developing and maintaining a strategic fit between the
organization's goal and capabilities and its changing marketing opportunities
strategic planning sets the stage for the rest of planning int he firm - correct answer ...
annual and long range plans deal with company's business anyhow to keep them going
, vs
the strategic plan invovleds adapting the firm tot ale advantage of opporutnties in its constantly
changing environment - correct answer s
strategic planning process - correct answer 1) defining the company mission
2) turn mission into detailed supporing objectives that guide the entire company
3)headquarters decides on what portfolio of business and products is best for the company and how
much support to give each one
4) each business and product develops detailed marketing and other departmental plans that support
the company wide plan
thus marking planning occurs at the business-unit, product, and market levels
Defining a Market-Oriented Mission - correct answer an organization exists to accomplish something and
this purpose should be clearly stated--> mission statement
mission statement - correct answer a statement of the organization purpose what is wants to accomplish
in the larger engornemnet
what is our business?
who is the customer?
what do consumers value?
what should our vuiness be?
acts as an invisible hand that guide the people in the organization
mission statements should be MARKET ORIENTED and defined in terms of satisfying basic customer
needs instead of product or technology terms. products and technologies eventually become outdated
but basic market needs may last forever - correct answer mission statements should be meaningful and
