1307

To cope with the changing marketing environment, strategic management needs to become increasingly market-led. In taking a leading role in the development and the implementation of strategy the role of marketing is threefold, Identification of customer requirements, deciding on the __________ to be adopted, and implementing the marketing strategy.

• Value proposition

• Competitive positioning

• Value discipline

• Marketing concept

• Brand concept

What is the term for the process of dividing a total market into subgroups so that each group consists of buyers and users who share similar characteristics, but who are different from those in the other groups?

• Interactive marketing

• Market segmentation

• Synergistic marketing communications

• Synergistic marketing

As the marketing strategy is being executed an important role of the marketing department is to monitor and __________ the effort. Marketing managers, after all, have a vested and significant interest in being able to justify and quantify the outcomes of their actions and expenditure

• speed up

• enhance

• coordinate

• control

• manage

Ovaltine is employed by a manufacturer of consumer packaged-goods products. His job entails the planning, creation, integration, and implementation of diverse forms of marcom, such as advertising, sales promotion, publicity releases, events, etc., that are delivered over time to a brand's targeted customers and prospects with the ultimate goal of influencing or directly affecting their behavior. Ovaltine is performing __________ .

• integrated marketing (IM)

• marketing communications (marcom)

• integrated marketing communications (IMC)

• promotion marketing (PM)

__________ in the industry are those factors that are crucial to doing business. They are identified through examining the differences between winners and losers, or leaders and also-rans in the industry. They often represent the factors where the greatest leverage can be exerted, le. where the most effect can be obtained for a given amount of effort.

• Key distinctive factors

• Key factors for success

• Cost-effective factors

• Key crucial factors

• Key advantageous factors

What is undifferentiated marketing?

• The customer represents the starting point for all marketing communications activities.

• Mass marketing

• Multiple messages must speak with a single voice.

• The ultimate goal is to influence brand awareness and enhance consumer attitudes toward the brand.

At this level, market targets (both customers and competitors) are selected and/or identified. At the same time the company's differential advantage, or competitive edge, in serving the customer targets better than the competition is defined. Taken together the identification of targets and the definition of differential advantage constitute the creation of the __________ organization and its offerings.

• Mission

• Implementation

• Strategic fit

• core strategy

• Competitive positioning

An ad for Nivea Visage Wrinkle Control states that the cream allows women to "give their skin back its own wrinkle control." It shows a woman in her forties using the product. This ad is using __________ segmentation.

• behavioristic and benefit

• benefit and demographic

• psychographic and behavioristic

• geographic and benefit

The establishment of an effective marketing strategy starts with a detailed, and creative, assessment both of the company's capabilities - its strengths and weaknesses relative to the competition - and the opportunities and threats posed by the environment. On the basis of this analysis the __________ of the company will be selected, identifying marketing objectives and the broad focus for achieving them.

• Strategic fit

• Competitive positioning

• Mission

• core strategy

• Implementation

Which of the following is an example of a behavioral segmentation base?

• Secret, emotional, communication, reliable, eye-catching, tie-to the brand, standpoint

• All marketing communication elements should use the same endorser so that consumers do not get confused.

• The ultimate goal is to influence brand awareness and enhance consumer attitudes toward the brand.

• User-status