Question 1

Evergreen Air Center is the world's largest parking lot for unwanted commercial aircraft.Airlines pay from $750 to $5,000 monthly for the storage services provided by Evergreen.Prior to September 2001,the company had 140 discarded airplanes at its Arizona facilities and was growing at a rate of about six planes monthly with about two per month sold for parts or scrap metal.After calamity struck the airline industry in September 2001,airlines retired over 1,000 planes,and the actual number of planes stored at Evergreen differed significantly from its earlier prediction.Evergreen needed a new marketing plan;without one,the company would see a widening of the

Accepted Answer

A planning gap is the difference between the projection of the path to reach a new goal and the projection of the path of the results of a plan already in place,the situation here.

Question 2

Implementation of IBM's "Smarter Planet" strategy has resulted in all of the following except which?

Accepted Answer

IBM's "Smarter Planet" strategy was not applied to the problem of advertising efficiency,also known as wasted coverage.

Question 3

When evaluations show that actual performance differs from expectations,firms typically attempt to

Accepted Answer

When an evaluation shows that actual performance fails to meet expectations,managers need to take corrective actions,such as exploiting a positive deviation or correcting a negative deviation.

Question 4

Apple,a multimarket,multiproduct firm,manufactures and markets Apple Watch,iPods,iPhones,and iPads as a portfolio of businesses.At what organizational level does Apple set the strategic direction for these businesses to create customer value?

Accepted Answer

The answer of Apple,a multimarket,multiproduct firm,manufactures and markets Apple Watch,iPods,iPhones,and...

Question 5

What is a cross-functional team and how is it used?

Accepted Answer

The answer of What is a cross-functional team and how...

Question 6

The marketing manager looks for two kinds of deviations during the evaluation phase,each triggering a different kind of action: (1)actual results fall short of goals and (2)

Accepted Answer

The marketing manager is looking for two kinds of deviations,each triggering a different kind of action: (1)actual results fall short of goals and (2)actual results exceed goals.

Question 7

The logistics industry has sales of $800 billion per year.If a third party logistics provider had sales of $8 billion,what would its market share be? Be sure to define market share and show your work in your answer.

Accepted Answer

The answer of The logistics industry has sales of $800...

Question 8

What are the three elements that today's visionary organization must do to be forward looking and successful within its marketing environment? What is the purpose of each of these elements?

Accepted Answer

The answer of What are the three elements that today's...

Question 9

IBM's business strategy to help its clients be more efficient,productive,and responsive to the data generated from the revolution in the global marketplace concerning the instrumentation and integration of the world's processes and infrastructures is referred to as

Accepted Answer

IBM's business strategy to help its clients be more efficient,productive,and responsive is known as "Smarter Planet."

Question 10

Briefly describe the five levels in a hierarchical organizational structure,including the three that are strategic in nature.

Accepted Answer

The answer of Briefly describe the five levels in a...

Question 11

Alex has just completed measuring the results of her firm's product performance.Her next step will be to

Accepted Answer

The essence of evaluation,the final phase of the strategic marketing process,is to compare results with planned goals for the marketing program in order to take necessary corrective actions.

Question 12

All of the following were strategic opportunities identified in IBM's 2015 road map except which?

Accepted Answer

IBM's 2015 road map described four strategic opportunities: (1)growth markets such as China,India,Brazil,and Africa;(2)business analytics and optimization;(3)cloud and smarter computing;and (4)the connected,"smarter planet." Recently,IBM began to shift from commodity-based businesses such as PCs and hard disk drives,to "customizable" businesses such as software and services,not the other way around.

Question 13

What is an organization's mission? What are some elements of a well-written mission statement?

Accepted Answer

The answer of What is an organization's mission? What are...

Question 14

Explain what a visionary organization is and the three questions (why,what,and how)that need to be answered to achieve success.

Accepted Answer

The answer of Explain what a visionary organization is and...

Question 15

Name and briefly describe the seven types of organizational goals or objectives.

Accepted Answer

The answer of Name and briefly describe the seven types...

Question 16

In 25 words or less,write a mission statement for a local community college.

Accepted Answer

The answer of In 25 words or less,write a mission...

Question 17

A planning gap is the difference between the projection of the path to reach a new sales revenue goal and the projection of the path of a plan already in place.The ultimate purpose of the firm's marketing program is to ________ this planning gap.

Accepted Answer

A planning gap is the difference between the projection of the path to reach a new goal and the projection of the path of the results of a plan already in place.The ultimate purpose of the firm's marketing program is to fill in this planning gap.

Question 18

Describe the three strategic levels in an organization.

Accepted Answer

The answer of Describe the three strategic levels in an...

Question 19

The marketing plan for IBM's "Smarter Planet" strategy included which of the following marketing tactics?

Accepted Answer

The marketing tactics IBM used to communicate its "Smarter Planet" strategy included messaging from the CEO,Sam Palmisano.His message was a powerful statement."Smarter Planet," according to Palmisano,"is not a metaphor.It describes the infusion of intelligence into the way the world actually works."

Question 20

The American railroad industry faced a serious decline in the 20th century.What business did rail executives believe they were in at that time? What business is a railroad company really in? Why is the difference important?

Accepted Answer

The answer of The American railroad industry faced a serious...

Quiz 2: Developing Successful Organizational and Marketing Strategies