Question 1

Figure 2-11

-Based on the sales revenue data shown in Figure 2-11,as a marketing manager for Apple,you would most likely conclude that

Accepted Answer

The answer of Figure 2-11

-Based on the sales revenue data...

Question 2

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

The definition of a planning gap implies that it is a discrepancy between two projections, one of which is already in place. Therefore, the purpose of the firm's marketing program is to fill in this gap, meaning to develop and implement strategies and tactics that will help the company reach or exceed its new sales revenue goal. Choices A and B are irrelevant as they refer to concepts that are not directly related to the planning gap. Choice C is also incorrect as creating the break-even point does not necessarily address the specific challenge of reaching a new sales revenue goal. Choice E might seem plausible, but it is too narrow and does not capture the full scope of the marketing program.

Question 3

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 is referred to as the

Accepted Answer

The correct term for this difference is the planning gap, which refers to the difference between the current status quo and the future goal that an organization is aiming to achieve. It is important to identify and close this gap through effective planning and implementation strategies. The other options listed are unrelated to this concept.

Question 4

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

Accepted Answer

IBM's "Smarter Planet" strategy focuses on using technology to improve efficiency and reduce costs in various sectors, such as supply chain, traffic management, and energy consumption. However, it does not specifically address advertising efficiency or reducing wasted coverage in advertising messages.

Question 5

Figure 2-11

-The question mark (? )represented by the wedge DBC in Figure 2-11 is the

Accepted Answer

The answer of Figure 2-11

-The question mark (? )represented by...

Question 6

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 7

Figure 2-11

-Based on the information in Figure 2-11,the planning gap between 2005 and 2013,as represented by the wedge DBC,

Accepted Answer

The distance between the current (2013) projection and the desired (target) level is increasing, indicating that the planning gap is widening between 2005 and 2013.

Question 8

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

Accepted Answer

Alex's next step should be to compare the results against the goals specified in the marketing plan, so she can assess the success or failure of the product performance against the objectives set in the plan. This comparison will help her identify any deviations from the original plan and take necessary corrective actions, improve the product, and ensure profitability. Bringing these results to the marketing auditor or proceeding regardless of deviations from the original plans are not critical next steps.

Question 9

Figure 2-1

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

Accepted Answer

The answer of 
 Figure 2-1

-Briefly describe the five levels...

Question 10

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

Accepted Answer

The shift from software and services to PCs and hard disk drives is not a strategic opportunity identified in IBM's 2015 road map. The other options (A, B, D, and E) are all mentioned in the road map as strategic opportunities.

Question 11

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

Evergreen Air Center needs a new marketing plan to address the significant difference between the actual number of planes stored at their facilities after September 2001 and their earlier predictions. This difference represents a planning gap, which can be addressed through a revised marketing plan that takes into account the current market conditions and the needs of airlines for storage services.

Question 12

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

Accepted Answer

Including a strong message in an annual report from IBM's chairman of the board and CEO is a common tactic for communicating a company's overall strategy and direction to shareholders and investors. This is an important part of IBM's marketing plan, as it ensures that key stakeholders are aware of the "Smarter Planet" strategy and its potential impact on the company's performance. The other options may be effective marketing tactics in specific contexts, but they are not specifically mentioned in IBM's marketing plan for the "Smarter Planet" strategy.

Question 13

The planning gap refers to

Accepted Answer

The planning gap refers to 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. Therefore, option E is the best answer. The other options are unrelated to the planning gap concept.

Question 14

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 looks for two kinds of deviations during the evaluation phase; actual results falling short of goals triggers corrective action to improve performance, while actual results exceeding goals triggers an analysis to determine if the goals were set too low or if there were other factors that contributed to the superior results. Therefore, option B is the correct answer.

Question 15

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 16

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

The business strategy referred to in the question is explicitly described as "Smarter Planet" on IBM's website. The other answer choices are either vague ("The IBM Way") or not directly related to the described business strategy ("Reinvent Business," "The 2015 Road Map," and "Big Blue").

Question 17

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 18

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 19

Describe the three strategic levels in an organization.

Accepted Answer

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

Question 20

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

Accepted Answer

When evaluations show that actual performance differs from expectations, firms typically try to identify whether the deviation is positive or negative. If it is a positive deviation, they will try to exploit it by analyzing what went right and how it can be leveraged further. If it is a negative deviation, they will try to correct it by analyzing what went wrong and how it can be fixed. This approach will help the firm improve their performance and achieve their desired goals more effectively.

Quiz 2: Developing Successful Organizational and Marketing Strategies

Figure 2-11 -Based on the sales revenue data shown in Figure 2-11,as a marketing manager for Apple,you would most likely conclude that

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.

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 is referred to as the

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

Figure 2-11 -The question mark (? ) represented by the wedge DBC in Figure 2-11 is the

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

Figure 2-11 -Based on the information in Figure 2-11,the planning gap between 2005 and 2013,as represented by the wedge DBC,

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

Figure 2-1 -Briefly describe the five levels in a hierarchical organizational structure,including the three that are strategic in nature.

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

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

The planning gap refers to

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)

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?

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

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?

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

Describe the three strategic levels in an organization.

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