Question 1

What is a strategic business unit (SBU)and how is it involved in a business portfolio analysis?

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Question 2

Explain why,according to the authors of your text,the four Ps concept of the marketing mix takes a seller's view of the market,not the buyer's view.How should marketers consider the buyer's view?

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Question 3

Briefly discuss how marketers measure return on marketing investment,explaining why this figure can be difficult to assess.

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Question 4

Marketing departments are organized in several ways.Compare the most common forms of marketing organizations.

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Question 5

What type of strategy should a company use to manage its cash cows?

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Question 6

To improve its value delivery network,a company needs to examine the members of the supply chain.

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Examining the members of the supply chain is necessary to identify any inefficiencies or inadequacies in the value delivery network and make necessary improvements. A company can improve its value delivery network by working closely with suppliers, distributors, and other partners along the supply chain, reducing bottlenecks, enhancing communication and collaboration, and optimizing logistics and transportation.

Question 7

What does the term value delivery network mean? Explain.

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Question 8

Holiday Inn has divided the total customer market into smaller segments and selected the most promising segments.Deciding what position it wants to occupy in these segments is called targeting.

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Question 9

Into what BCG quadrant does a high-share,high-growth SBU fall?

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Question 10

Define marketing planning.Briefly outline the major components in a marketing plan.

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Question 11

Why should a mission statement be "motivating" instead of stated in terms of sales or profits?

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Question 12

Describe some of the problems with matrix approaches.

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Question 13

Define strategic planning.Discuss the steps involved.

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Question 14

The Cocoa Trees evaluates each market segment's attractiveness and selects one or more segments to enter when considering opening new chocolate boutiques.The Cocoa Trees is engaged in positioned marketing.

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Positioned marketing involves creating a distinct image or identity for a product in the consumer's mind, while evaluating market segments for entry is part of market segmentation and targeting, not positioning.

Question 15

At Tai Lee's,"our mission is to bring all our customers the best food and beverage values to be found anywhere,and the information to make informed buying decisions." This is a product-oriented business definition.

Accepted Answer

A product-oriented business definition focuses on the product itself, while this statement emphasizes customer value and informed decision-making, indicating a market-oriented approach.

Question 16

The BCG is a useful approach to evaluate current businesses.Describe a method that a firm could use to identify future growth opportunities.

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Question 17

Why should a mission statement be market oriented instead of product or technology oriented?

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Question 18

What is business portfolio planning? Discuss how a company might use the Boston Consulting Group's product portfolio analysis method.

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Question 19

Define marketing strategy.Discuss the steps in formulating marketing strategy.

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Question 20

"At Lee's Place,we serve great dim sum" is a product-oriented business definition.

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The statement focuses on the product (dim sum) that Lee's Place serves, making it a product-oriented business definition.

Quiz 2: Company and Marketing Strategy: Partnering to Build