Marketing Strategies/ Lecture 3 B

The purpose of identifying an organization’s _______ is to develop separate strategies and assign appropriate funding.

• Mission statement

• Corporate branding

• Strategic Business Units

• Tactical Marketing Plan

All of these are characteristics of a Good Mission Statement, EXCEPT:

• stress the major policies

• Define the major competitive scopes within which the company operates

• reflects the values that the company wants to honor

• focuses on a broad number of goals

It outlines specific marketing tactics, including advertising, merchandising, pricing, channels, service, and so on.

• Strategic Marketing Plan

• Tactical Marketing Plan

• Operational Marketing Plan

• Divisional Marketing Plan

The 2 dimensions of this other SBU Portfolio Evaluation Tool are Market Attractiveness and Business strength.

• Boston Consulting Group Matrix

• The Toyota Model

• Porter's Business Strategies

• GE Model

This division doesn’t necessarily produce a positive cash flow for the company., but it is the market leader in a high-growth market

• Gold

• Question marks

• Stars

• Cash Cows

• Dogs

What is the most appropriate strategy for strong cash cows?

• Feed

• Build

• Hold

• Harvest

• Divest

Which of these growth opportunities strategies is a method of expansion or growth followed by businesses. It involves launching a new product or product line, usually in a new market.

• Market-

  Penetration

  Strategy

• Product-

  Development

  Strategy

• Diversification

  Strategy

• Market-

  Development

  Strategy

______is the acquisition of a business operating at the same level of the value chain in the same industry—that is, they make or offer similar goods or services.

• Backward Integration

• Forward Integration

• Horizontal Integration

• Conglomerate Integration

Identify opportunities to build or acquire businesses that

are related to the company’s current businesses are under what type of growth opportunities strategy?

• Intensive

• Integrative

• Diversification

• Downsizing

______is a strategy employed by companies to expand their businesses by adding new products or services that are related to their existing ones.

• Concentric Diversification Strategy

• Horizontal Diversification Strategy

• Vertical Diversification Strategy

• Conglomerate Diversification Strategy