Marketing Management D174 WGU Questions a
g g g g g
nd Correct Answersg g
MilesgandgSnow'sgStrategygTypes
✓ ~~~g 1.gProspector
✓ 2.gAnalyzer
✓ 3.gDefender
✓ 4.gReactor
Prospector
(Milesg&gSnow)
✓ ~~~g Firmgexhibitsgcontinualginnovationgbygfindinggandgexploitinggnewgproductga
ndgmarketgopportunities.
Analyzer
(Milesg&gSnow)
✓ ~~~g Firmgreliesgheavilygonganalysisgandgimitationgofgthegsuccessesgofgoth
ergorganizations,gespeciallygprospectors.
Defender
(Milesg&gSnow)
✓ ~~~g Firmgsearchesgforgmarketgstabilitygandgproductiongofgonlygaglimitedgproductgli
negdirectedgatgagnarrowgmarketgsegment,gfocusinggongprotectinggestablishedgturf.
Reactor
(Milesg&gSnow)
, ✓ ~~~g Firmglacksganygcoherentgstrategicgplangorgapparentgmeansgofgeffectivel
ygcompeting;greactorsgdogwellgtogmerelygsurvivegingthegcompetitivegmarkerpl
ace.
DirectgProductgExtension
✓ ~~~g Introducegagproductgproducedgingthegcompany'sghomegmarketgintoga
nginternationalgmarketgwithgNOgPRODUCTgCHANGES.
**ThinkgforeigngmarketinggorgNogdirectgforeigngmarketing.
ProductgAdaptation
✓ ~~~g Altergangexistinggproductgtogfitglocalgneedsgandglegalgrequirements.
**ThinkgInternationalgMarketingg(andgorgGlobalgasgtheygaregsimilar)
ProductgInvention
✓ ~~~g Creategagnewgproductgspecificallygforganginternationalgmarket.gSometimesgo
ldgproductsgdiscontinuedgingonegmarketgcangbegreintroducedgingagnewgmarketgak
agBackwardgInvention.
Whatgaregtheg6CsgofgChannelgStrategy?
✓ ~~~g -gcost
- capital
- control
- coverage
- character
- continuity
,GlobalgMarketinggThemes
✓ ~~~g Adjustinggonlygthegcolorgandglanguagegtoglocalgmarketgconditions.
BostongConsultinggGroupg(BCG)gGrowth-SharegMatrix
✓ ~~~g Agpopulargapproachgforgin-
firmgportfolioganalysisgthatgcategorizesgbusinessgunits'glevelgofgcontributiongtogoveral
lgfirmgbasedgongtwogfactors:gMarketggrowthgrategandgcompetitivegposition.
FourgCellsgofgBCGgGrowthgMatrix
✓ ~~~g 1.gStarsg(highgshare,ghighggrowth)
2. CashgCowsg(highgshare,glowggrowth)
3. Dogsg(lowgshare,glowggrowth)
4. ProblemgChildren/QuestiongMarksg(lowgshare,ghighggrowth)
MarketgInformationgSystemg(MIS)
✓ ~~~g Agcontinuinggprocessgofgidentifying,gcollecting,ganalyzing,gaccumulating,gan
dgdispensinggcriticalginformationgtogmarketinggdecisiongmakers.
Essentially,gMISgisgang"informationgbank"gwheregdatagrelevantgtogthegcompany's
marketinggeffortsgaregcollectedgandgstoredguntilgmanagementgneedsgtog"withdraw"
WhatgaregthegstepsgofgthegMarketgResearchgProcess?
✓ ~~~g 1.gDefinegthegresearchgproblem
2. Establishgresearchgdesign
, 3. Searchgsecondarygsources
4. Collectgthegdata
5. Analyzegthegdata
6. Reportgthegfindings
ExploratorygResearch
✓ ~~~g Self-explanatory.gITgISgABOUTgDISCOVERY.
- clarifyinggthegresearchgproblem
- developghypothesisgforgdescriptivegorgcasualgresearch
- gaininggadditionalginsight
- answeringgthegresearchgquestion.
DescriptivegResearch
✓ ~~~g Seeksgtogdescribegorgexplaingsomegphenomenon.
- Identifyinggthegcharacteristicsgofgourgtargetgmarket
- Assessinggcompetitors'gactionsgingthegmarketplace
- Determiningghowgcustomersgusegourgproduct.
CasualgResearch
✓ ~~~g TriesgtogdiscovergthegcausegandgeffectgbetweengVariables
g g g g g
nd Correct Answersg g
MilesgandgSnow'sgStrategygTypes
✓ ~~~g 1.gProspector
✓ 2.gAnalyzer
✓ 3.gDefender
✓ 4.gReactor
Prospector
(Milesg&gSnow)
✓ ~~~g Firmgexhibitsgcontinualginnovationgbygfindinggandgexploitinggnewgproductga
ndgmarketgopportunities.
Analyzer
(Milesg&gSnow)
✓ ~~~g Firmgreliesgheavilygonganalysisgandgimitationgofgthegsuccessesgofgoth
ergorganizations,gespeciallygprospectors.
Defender
(Milesg&gSnow)
✓ ~~~g Firmgsearchesgforgmarketgstabilitygandgproductiongofgonlygaglimitedgproductgli
negdirectedgatgagnarrowgmarketgsegment,gfocusinggongprotectinggestablishedgturf.
Reactor
(Milesg&gSnow)
, ✓ ~~~g Firmglacksganygcoherentgstrategicgplangorgapparentgmeansgofgeffectivel
ygcompeting;greactorsgdogwellgtogmerelygsurvivegingthegcompetitivegmarkerpl
ace.
DirectgProductgExtension
✓ ~~~g Introducegagproductgproducedgingthegcompany'sghomegmarketgintoga
nginternationalgmarketgwithgNOgPRODUCTgCHANGES.
**ThinkgforeigngmarketinggorgNogdirectgforeigngmarketing.
ProductgAdaptation
✓ ~~~g Altergangexistinggproductgtogfitglocalgneedsgandglegalgrequirements.
**ThinkgInternationalgMarketingg(andgorgGlobalgasgtheygaregsimilar)
ProductgInvention
✓ ~~~g Creategagnewgproductgspecificallygforganginternationalgmarket.gSometimesgo
ldgproductsgdiscontinuedgingonegmarketgcangbegreintroducedgingagnewgmarketgak
agBackwardgInvention.
Whatgaregtheg6CsgofgChannelgStrategy?
✓ ~~~g -gcost
- capital
- control
- coverage
- character
- continuity
,GlobalgMarketinggThemes
✓ ~~~g Adjustinggonlygthegcolorgandglanguagegtoglocalgmarketgconditions.
BostongConsultinggGroupg(BCG)gGrowth-SharegMatrix
✓ ~~~g Agpopulargapproachgforgin-
firmgportfolioganalysisgthatgcategorizesgbusinessgunits'glevelgofgcontributiongtogoveral
lgfirmgbasedgongtwogfactors:gMarketggrowthgrategandgcompetitivegposition.
FourgCellsgofgBCGgGrowthgMatrix
✓ ~~~g 1.gStarsg(highgshare,ghighggrowth)
2. CashgCowsg(highgshare,glowggrowth)
3. Dogsg(lowgshare,glowggrowth)
4. ProblemgChildren/QuestiongMarksg(lowgshare,ghighggrowth)
MarketgInformationgSystemg(MIS)
✓ ~~~g Agcontinuinggprocessgofgidentifying,gcollecting,ganalyzing,gaccumulating,gan
dgdispensinggcriticalginformationgtogmarketinggdecisiongmakers.
Essentially,gMISgisgang"informationgbank"gwheregdatagrelevantgtogthegcompany's
marketinggeffortsgaregcollectedgandgstoredguntilgmanagementgneedsgtog"withdraw"
WhatgaregthegstepsgofgthegMarketgResearchgProcess?
✓ ~~~g 1.gDefinegthegresearchgproblem
2. Establishgresearchgdesign
, 3. Searchgsecondarygsources
4. Collectgthegdata
5. Analyzegthegdata
6. Reportgthegfindings
ExploratorygResearch
✓ ~~~g Self-explanatory.gITgISgABOUTgDISCOVERY.
- clarifyinggthegresearchgproblem
- developghypothesisgforgdescriptivegorgcasualgresearch
- gaininggadditionalginsight
- answeringgthegresearchgquestion.
DescriptivegResearch
✓ ~~~g Seeksgtogdescribegorgexplaingsomegphenomenon.
- Identifyinggthegcharacteristicsgofgourgtargetgmarket
- Assessinggcompetitors'gactionsgingthegmarketplace
- Determiningghowgcustomersgusegourgproduct.
CasualgResearch
✓ ~~~g TriesgtogdiscovergthegcausegandgeffectgbetweengVariables
