Part 2

Under the previous CEO, Konica/Minolta's management determined it was time to invest in __________ by offering new products to the technology market. a) product development b) market development c) diversification d) market penetration e) partner relationship management

a) product development

Konica/Minolta hopes to create customer value through its mission, strategic goals and objectives, marketing mix, and other marketing tools. This collective effort is known as Konica/Minolta's __________. a) marketing mix b) market segmentation c) marketing strategy d) market differentiation e) market targeting

c) marketing strategy

Prior to changing its product offering and realigning its business units, managers at Konica/Minolta most likely first performed which of the following to determine those units that were profitable and those that should be phased out or realigned? a) define the company mission b) create specific marketing strategies c) perform a portfolio analysis d) set company goals e) set company objectives

c) perform a portfolio analysis

Konica/Minolta focuses one of its business units on medical and healthcare groups. These groups make up one of Konica/Minolta's __________. a) positioning b) market analysis c) differentiation d) market segment e) marketing mix

d) market segment

Kevin Kern described Konica/Minolta's use of commercials, newspapers, social media, and other media to control the marketing message. Which marketing concept was he referring to? a) diversification b) company objectives and goals c) marketing strategy d) product development e) marketing mix

e) marketing mix