Question 1

Dell Computer entered into a strategic alliance with Lexmark,a producer of printers and ink cartridges,to provide a more direct challenge to Hewlett-Packard (H-P)-the market leader in printer and cartridge sales. Clearly,this will take time and a well conceived strategy by Dell because H-P has about 50 percent market share in printer sales and a huge installed base of printer customers around the world. For this strategic initiative in the printer business,describe how Dell might use a strategy map to illustrate objectives,targets,and strategies as well as measures it might use to assess its performance in this new business.

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Question 2

With the balanced scorecard,executives can now measure how their business units create value for current and future customers and how they must enhance internal capabilities and the investment in people,systems,and procedures necessary to improve future performance. Describe the four perspectives of organizational performance that are considered in the balanced scorecard approach.

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Question 3

Many marketing plans fail because they are poorly implemented. Explain the special implementation challenges that emerge for managers operating in the business marketing environment.

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Question 4

Expense-to-sales ratios are analyses of the____________________of marketing operations to determine whether the firm is overspending or underspending.

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Question 5

Motorola plans to introduce an advanced personal communicator to the business market. They feel that the system is ideally suited for managers. While a broad marketing strategy has been sketched out,it is now time to put together the specific details of the marketing plan from start-to-finish. The planned introduction is six months away. Provide a comprehensive list of the key decisions the firm should make in the areas of pricing,channels,advertising,sales force training,segmentation,and related areas. Next,describe the specific types of information that might be gathered to facilitate each decision. Finally,once the product is introduced,what performance areas should be monitored to determine if strategy adjustments are required for the new product?

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Question 6

Using any selling firm,product,and market of your choice,please illustrate how a strategy map that utilizes the balanced scorecard measures can be used to build an effective and efficient marketing strategy plan.

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Question 7

____________________cost systems reveal the links between performing particular activities and the demands those activities make on the organization's resources.

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Question 8

Illustrate how a business marketing manager might use a responsibility chart to pinpoint the roles that diverse functional specialists must perform in the implementation of marketing strategy.

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Question 9

A firm that sells sophisticated equipment to paper manufacturers (for example,Mead Corporation)learned that the same technology may have important potential in the lucrative food-processing industry. Potential customers here would include firms such as General Foods and Sarah Lee. Suggest several critical issues that this firm should address before embarking on this new strategy course.

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Question 10

Marketing control is a process business marketers can use to generate information on marketing performance. For each of the levels of marketing control,describe the purpose of the control,identify who is primarily responsible for that control in the organization,and provide examples of tools that can be used.

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Quiz 15: Marketing Performance Measurement

Many marketing plans fail because they are poorly implemented. Explain the special implementation challenges that emerge for managers operating in the business marketing environment.

Expense-to-sales ratios are analyses of the____________________of marketing operations to determine whether the firm is overspending or underspending.

Using any selling firm,product,and market of your choice,please illustrate how a strategy map that utilizes the balanced scorecard measures can be used to build an effective and efficient marketing strategy plan.

____________________cost systems reveal the links between performing particular activities and the demands those activities make on the organization's resources.

Illustrate how a business marketing manager might use a responsibility chart to pinpoint the roles that diverse functional specialists must perform in the implementation of marketing strategy.