ch2 assignment

Milagros works for a major manufacturer and distributor of Caribbean foods and products as a marketing strategist. Milagros and her team are brainstorming some ideas that can help the company stay competitive as it expands. Fill in the blanks with the words that best complete the passage. As the company plans to expand globally, Milagros and her team must engage in (1)___________ , the process through which they decide their price points, which products they are going to carry at their flagship stores around the world, and make decisions about the company's promotional campaigns. As Milagros's team outlines their short- and long-term (2)_______ , they also have to map out the (3) ________ that will help them reach their targets. Milagros notes that the CEO of the company has a seven-year vision and (4)_________ for the company, so all of their activities must be in alignment with those proposals, and they must make sure that they have enough funds and resources to implement their ideas. One of the other employees reminds the team that (5)__________ is just as critical because it will help the company build the foundation in the immediate future to reach longer-term goals.

(1)Marketing planning, (2)Goals, (3)Objectives, (4) Strategic plans, (5) Tactical planning

The Marketing Objectives section of the marketing plan provides critical guidance for the organization's marketing activities. However, this section cannot stand alone; marketers also need the insights contributed by other sections. Which of the following statements describes information that the Marketing Objectives section of the marketing plan leaves out? a. Competitors to watch b. Promotional tools to be used c. Consumer groups to be targeted d. How success will be measured e. Competitors emerging abroad*

a. Competitors to watch

You work for a music CD distributor that specializes in rare albums that many other distributors do not carry. Because of mp3s, mp4s, and online music streaming and downloading sites, sales have decreased significantly. You realize that the Internet can either help your company or further hinder its mission and goals. You use Porter's five forces as a model to assess the impact of the Internet on your business; you look at potential new entrants, bargaining power of buyers, bargaining power of suppliers, threat of substitute products, and rivalry among competitors. Choose the impact of the Internet likely to make your business more challenging. a. Consumers can now find rare music online. b. The Internet highlights distinctions among competitors. c. The Internet increases barriers to entry.

a. Consumers can now find rare music online.

You work for a company that manufactures and distributes home design products directly to customers. Annually, the company executives facilitate meetings with middle and supervisory-level management to ensure that all staff are on the same page. This year, you have proposed that to ensure that all company employees understand the goals of the company, each person has to go through a list of tasks and decide whether top management, middle management, or supervisory-level management is responsible for that task. Which of the following tasks would most likely be the responsibility of middle management? a. Develop a tool to help track customer complaints about lost and late shipments. b. Assess infrastructural gaps in the community to determine how company can be socially responsible. c. Developing a community stewardship program aimed at engaging high school students in apprenticeship programs. d. Tracking the company inventory and ordering raw materials to produce a new line of steel-frame bar stools. e. Improving customer service relations.

a. Develop a tool to help track customer complaints about lost and late shipments. b. Assess infrastructural gaps in the community to determine how company can be socially responsible.

Shutterfly is an Internet-based image publishing service based in Redwood City, California, and is mostly known for its photo book line. Like other business firms, Shutterfly conducts a SWOT analysis of its internal strengths and weaknesses, and external opportunities and threats. Choose the SWOT analysis element that represents a Shutterfly strength. a. Shutterfly constantly upgrades its digital technology and apps. b. Instagram is looking for a company to partner with to help its users print their Instagram photos c. Amazon.com has teamed up with Snapfish to offer custom-printed photo books. d. Shutterfly has no physical storefronts. e. New social media photo-sharing sites are becoming popular.

a. Shutterfly constantly upgrades its digital technology and apps.

You have been working as an intern for your father's construction company and have been asked to sit in on the company re-visioning meeting. Because this is your first time in a marketing planning meeting, you are somewhat confused about the jargon being used. One of the employees explains to you the difference between strategic planning and tactical planning, and asks you to provide examples so she can make sure you understand the concepts. Which of the following is an example of a strategic plan? a. Within the next 10 years, we want to open 20 locations b. Ensure that the company makes 35% profit annually for the next three years c. Hire a new COO to guide company expansion

a. Within the next 10 years, we want to open 20 locations

During their planning process, the staff at a well-known resort decide to try something they have never tried before. The director of marketing and the operations manager decide that it would be vital to have input from as many people and as many diverse perspectives in the planning process as possible. Thus, the company invites a mixture of loyal customers, community members, suppliers, and employees from different departments, and other partners to a town hall to discuss the company's next steps. Moreover, those who could not physically attend the meeting are asked to participate via a discussion set up through the company's social media platforms, including Twitter and Facebook, and via teleconferencing. During the meeting the facilitators discussed previous goals and how those goals could be achieved. Some of the strategies they had been using in the past to reach their targets did not work; consequently, they needed to outline new milestones to support the company's vision for the next 10 years. According to the scenario, which of the following is true? a. The scenario outlines a strategic planning process because the meeting facilitators invited a network of influencers to participate in the process. b. The scenario outlines a tactical planning process because the meeting facilitators are focused on developing objectives that support the company's 10-year vision. c. The scenario outlines a strategic planning process because the meeting facilitators are focused on the company's vision for the next 10 years. d. The scenario outlines an operational planning process because the meeting facilitators are mid-level employees who work closely with customers, company partners, and stakeholders. e. The scenario outlines a tactical planning process because the meeting facilitators were supervisory management-level staff.

b. The scenario outlines a tactical planning process because the meeting facilitators are focused on developing objectives that support the company's 10-year vision.

Your investment banker has presented you with the following list of business characteristics of a small company your company is considering acquiring: 1.Market leadership 2.Large inventories 3.Lack of management depth 4.Cost advantages 5.Management turnover 6.Excess manufacturing capacity relative to market Based on this list of characteristics, which of the following statements is true? a. The list contains more strengths than weaknesses. b. The list contains only weaknesses. c. The list contains more weaknesses than strengths. d. The list contains an equal number of strengths and weaknesses. e. This list contains only strengths.

c. The list contains more weaknesses than strengths.

From the following list of six marketing questions, choose those related to the Environmental & SWOT Analysis element of the marketing plan: a. What kind of advertising can I use to reach my target market? b. Who will be responsible for fielding questions from retailers and consumers? c. What other products will my chips be competing with in the marketplace? d. How will I measure my success in achieving my sales objectives? e. What are the most popular chip snacks in my area, and how are tastes changing?

c. What other products will my chips be competing with in the marketplace? e. What are the most popular chip snacks in my area, and how are tastes changing?

You have been hired to advise a food company that is considering whether it should sell one, both, or neither of its two breakfast brands. Here are the facts you are given: Brand A commands a market-leading share in the oatmeal category. A has a large and stable base of loyal customers. However, this category is unlikely to grow in the foreseeable future, as oatmeal preparation takes time and consumers are increasingly focused on convenience. Brand B is a market leader in the small but rapidly expanding category of grab-and-go breakfast wraps. However, it won't be easy to stay ahead of the competition; unless B is sold, the company will need to invest heavily in research and development of healthy fillings and innovative packaging. What is your best advice? a. Sell Brands A and B b. Sell Brand A c. Sell Brand B d. Do not sell either Brand A or Brand B

d. Do not sell either Brand A or Brand B

Your best friend is a contestant on the game show Who Wants to Be a Millionaire? He just exercised one of his "lifelines" by calling you for help with a marketing-related question. Your friend reads the following question to you: Which one of the following statements about Porter's five forces model is true? a. The model includes federal government power, though it does not include state government power. b. The model includes supplier power, buyer power, and government power. c. An industry's long-term profitability will not be influenced by the forces described in the model. d. The model does not include government power. e. The model considers domestic but not global competition.

d. The model does not include government power.

A summer intern has been assigned to help you draft your firm's marketing plan. You are pleased, until you overhear her tell a coworker: "I'd like to work on either strategies or tactics, since there's no real difference between them." When you meet with the intern, you correct her mistake. Which of the following statements do you make? a. Strategies are based on brand equity, while tactics are not. b. Tactics are longer-term courses of action, while strategies are shorter-term actions. c. Strategies are quantifiable, while tactics are not. d. Tactics are quantifiable, while strategies are not. e. Strategies are longer-term courses of action, while tactics are shorter-term actions.

e. Strategies are longer-term courses of action, while tactics are shorter-term actions.

ring a new chief executive officer (CEO) to usher in an era of microfinance programs for entrepreneurial youth involves neither______ nor tac plan

op pl

Drafting programmatic reports on last year's Urban Youth Coalition Conference involves

op plan

Scheduling staff to attend the morning plenary on the effects of globalization on the environment and climate change involves .

op plan

Nicolai, the owner of Emerita's Pizzeria, informs you that during the ---- process, company stakeholders asked themselves the following question: Where do we want the company to be in five years? The ---- staff decided to focus on recruiting new clientele, increasing profitability and productivity, and finding ways to give back to the community. To achieve these goals, all of the company's staff, stakeholders, and customers needed to be on board. You realize that as a ---- employee on the frontlines, your interaction with customers is going to be especially important because you are a representative of the company. You also realize that during ---- , it will be critical to figure out ways to monitor customer satisfaction on a day-to-day basis. Perhaps, it would be useful to use social marketing as a tool to engage customers. Nicolai informs you that he will be meeting with ---- staff to decide on the best ways to support larger company goals. One of the items Nicolai hopes that his staff will focus on during ---- is coming up with new tools to expedite the pizza-making process and procedures that cut costs. strategic planning; top level; low level; operational planning; mid level; tactical planning

strategic planning; top level; low level; operational planning; mid level; tactical planning

Deciding whether the organization will merge with Grassroots, Inc., a multinational company involves neither operational planning nor

tac plan

Applying for a sustainable development grant aimed at creating community gardens involves

tactical planning