top 10 questions chapter 2 developing marketing strategies and plans silubrico

TOP 10 Learning Questions for

(Chapter 2 Developing Marketing Strategies and

Plans)

Sue Ann Silubrico

April 15, 2011

http://suesilubrico.blogspot.com/

1. What are the two levels of

Marketing Plans?

A. Strategic and Tactical

B. Planning and Organizing

C. Product and Service

D. Development and Penetration

E. None of the above

2http://suesilubrico.blogspot.com/

What are the levels of

Marketing Plan?


Reference : Philip Kotler’s Marketing Management 13th Edition

Strategic

Identify targetMarkets and

Value proposition

Tactical

Lays Marketing Plans

In Strategic Marketing Plan firms will offer,

based on best market opportunities

Strategic:

Nike’s Target Markets are:



Athletes Fitness Enthusiasts

Explanation of Concept

In Tactical Marketing Plan includes product

features, promotion,merchandising,pricing

sales channels and service.

Tactical:



Product featuresPromotion

Merchandising

Pricing


1. What are the two levels of

Marketing Plans?

A. Strategic and Tactical

B. Planning and Organizing

C. Product and Service

D. Development and Penetration



Answer

2. _______,_______ and _____ are

Porter’s 3 Generic Strategies.

A. Promotional, Logistics and Pricing

B. Planning, Implementing and Controlling

C. Overall cost leadership, Differentiation

and Focus

D. Customer intimacy, Operational Excellence

and Product leadership



Porter’s Generic Strategies

8

Overall cost Leadership

Differentiation

Focus



What is Overall Cost Leadership?

Company seeks to gain greater market share

To increase their sales

To have lower prices than the competition




What is Differentiation?

Product or service that offers unique attributes.

Valued by customers

Competitive advantage based on products or service.




What is Focus?

Concentrates on meeting specialized needs of its customers

Focus on specific customers or markets




2. _______,_______ and _____ are

Porter’s 3 Generic Strategies.

A. Promotional, Logistics and Pricing

B. Planning, Implementing and Controlling

C. Overall cost leadership, Differentiation

and Focus

D. Customer intimacy, Operational Excellence

and Product leadership



Answer

3. The type of market a company will

serve is ______.

A. Market Segment

B. Market Penetration

C. Market development

D. Market share



What are the Major

Competitive Sphere?

14

Industry

Products

Competence

Market

Segment

Vertical

Channels

Geographical



Who are the target market of

Starbucks?

15

Market

Segment



Family

Friends

Students Employees


3. The type of market a company will

serve is ______.

A. Market Segment

B. Market Penetration

C. Market development

D. Market share



Answer

4. Which of the following

statement is True?

A. Logistics is 1 of 4 Categories of Marketing Alliances.

B. Promotional Alliances means two companies jointly

market their complementary products.

C. Product Alliances does not give one company

licenses to produce its product.

D. Strategic alliances does not take the form of

marketing alliances.

E. Giant companies can achieve leadership even without

forming alliances.


What are Marketing

Alliances?

18

Product or Services Alliances

Promotional Alliances

Logistics Alliances

Pricing Collaborations



Logistic Alliances: One company offers

logistical services for another

company’s products.

Abbotts laboratories warehouses and delivers 3M’s Medical and surgical products.

19

warehouseMedical

supplies Deliveries





statement is True?

B. Promotional Alliances means two companies

jointly market their complementary products.

C. Product Alliances does not give one company

licenses to produce its product.

D. Strategic alliances does not take the form of

marketing alliances.

E. Giant companies can achieve leadership even

without forming alliances.


Answer

A. Logistic is 1 of 4 Categories of Marketing Alliances


statement is False?

A. Raw material to final product and distribution in which

company will participate is called Vertical channel.

B. Industry,Geographical,Vertical channels, Market

segment, Competence and products are the major

competitive sphere which the company will operate.

C. The range of regions and countries which company will

operate is called Geographical sphere.

D. Aston Martin makes only high performance sports car.

E. Market segment defines the range of products and

application they supply.


What are the Major

Competitive Sphere?

22

Industry

Products

Competence

Market

Segment

Vertical

Channels

Geographical



Starbucks serves people worldwide

with high quality products.

23

Products –Define the range of

products and

application they will

supply





statement is False?

A. Raw material to final product and distribution in which

company will participate is called Vertical channel.

B. Industry,Geographical,Vertical channels, Market

segment, Competence and products are the major

competitive sphere which the company will operate.

C. The range of regions and countries which company

will operate is called Geographical sphere.

D. Aston Martin makes only high performance sports car.

E. Market segment defines the range of products and

application they supply.


Answer

6.Below are the contents of

Marketing plan except.

A. Feedback and control

B. Implementation control

C. Financial Projections

D. Executive Summary

E. Situation Analysis


What are the contents of

Marketing Plans?

26

Executive SummaryTable of ContentsSituation AnalysisMarketing StrategyFinancial ProjectionsImplementation Controls



What is Marketing Plan?

Marketing Plan is a written document that summarizes what the marketers has learned about the marketplace and indicates how the firms plans to reach its marketing objectives.



6.Below are the contents of

Marketing plan except.

A. Feedback and control

B. Implementation control

C. Financial Projections

D. Executive Summary

E. Situation Analysis


Answer

7. Which of the following does not

include in Business unit strategic

Planning process?

A. Business mission

B. SWOT analysis

C. Goal formulation

D. Strategy formulation

E. Marketing innovation


are Business Unit Strategic

Planning Process



Business Mission:

31

Needs to define its

specific mission

within the company




SWOT Analysis:

32

Overall evaluation of company's




Goal Formulation:

Develop specific goal for the planning period

33




Strategic Formulation:

Business must design strategy for achieving its goals.

34




Program Formulation:

Must Plan program to strengthen Research & Development

35




Implementation:

Even great marketing strategy can be sabotaged by poor implementation

36




Feedback and Control:

“Do the right thing – to be effective”

Than

“To do things right – to be efficient”

- Peter Ducker

37




7. Which of the following does not

include in Business unit strategic

Planning process?

A. Business mission

B. SWOT analysis

C. Goal formulation

D. Strategy formulation

E. Marketing innovation


Answer

8. McDonald’s teamed up with Disney for 10 years to

offer products related to Disney movies as part of its

happy meals what Marketing alliances does McDonald's

falls under?

A. Product or services alliances

B. Promotional Alliances

C. Logistics Alliances

D. Pricing Alliances



What are Marketing

Alliances?

40



Logistics Alliances




Products and Services Alliances:

License other company to produce its

products

Starbucks is extending its brand.

Starbucks partnered with PepsiCo Inc.

To produce a bottled version of Starbucks Frappuccino.

Another partnership with Dryers

To produce Starbucks branded ice cream products.




Promotional Alliances: Company agrees to

carry promotion for another company’s

product or service.

Mc Donald's teamed up with Disney for 10 years to offer products related to Disney films as part of its happy meals.

42

Bee Movie Ice Age Movie








43

warehouseMedical

supplies Deliveries




Pricing Collaborations: One or more

companies join in special pricing

collaborations.

44

Hotels and rental car

companies often offer

mutual discounts




8. McDonald’s teamed up with Disney for 10 years to offer

products related to Disney movies as part of its happy

meals what Marketing alliances does McDonald's falls

under?





E. Industry Alliances


Answer

9. Starbucks partnered with PepsiCo Inc. to

produce a bottled version of Starbucks Frappuccino which Marketing alliances does starbucks falls under?







What are Marketing

Alliances?

47



Logistics Alliances




Products and Services Alliances:

License other company to produce its

products

Starbucks is extending its brand.

Starbucks partnered with PepsiCo Inc.

To produce a bottled version of Starbucks Frappuccino.




9. Starbucks partnered with PepsiCo Inc. to

produce a bottled version of Starbucks Frappuccino which Marketing alliances does starbucks falls under?







Answer

10. Abbotts laboratories warehouses and delivers 3M’s

Medical and surgical products what marketing alliances

does Abbotts falls under?







What are Marketing

Alliances?

51



Logistics Alliances








52

warehouseMedical

supplies Deliveries




10. Abbotts laboratories warehouses and delivers 3M’s

Medical and surgical products what marketing alliances

does Abbotts falls under?







Answer

TOP 10 Learning Questions for

(Chapter 2 Developing

Marketing Strategies and Plans)

Sue Ann Silubrico

April 15, 2011


top 10 questions chapter 2 developing marketing strategies and plans silubrico

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