The Strategic Marketing Planning

________ is the process of developing and maintaining a crucial fit between the organization's goals and capabilities and its changing marketing opportunities.

• Becnhmarking

• SWOT analysis

• Market segmentation

• Strategic planning

• Diversification

A ________ documents an organization's purpose—what it wants to accomplish in the larger environment.

• Mission statement

• vision statement

• business portfolio

• value proposition

• product strategy

The collection of businesses and products that make up a company is called its ________.

• strategic business unit

• supply chain

• strategic plan

• business portfolio

• internal valur chain

________ are a type of SBU that often require heavy investments to finance their rapid growth.

• cash cows

• question marks

• stars

• dogs

• bears

________ are low-growth, high-share businesses/products that need less investment to hold their market share.

• cash cows

• question marks

• stars

• dogs

• bears

________ are low-share business units in high-growth markets that require a lot of cash to hold their share.

• cash cows

• question marks

• stars

• dogs

• bears

Which of the following is a portfolio-planning tool for identifying company growth opportunities through market penetration, market development, product development, or diversification?

• BCG matrix

• analysis of variance

• product/market expansion grid

• Harris matrix

• SWOT analysis

Making more sales to current customers without changing a firm's products is known as ________.

• market segmentation

• market penetration

• product diversification

• product development

• prospecting

Amor, a successful brand of women's clothing, recently introduced a line of fitness equipment. This is an example of ________.

• mass customization

• market penetration

• diversification

• product development

• prospecting

Which of the following is an element of the marketing mix?

• place

• education

• needs

• wants

• esteem