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Class 3 - Ch 1-3 Review and Ch4 Cust Insights.pdf - Class 3...

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Class 3Marketing Strategy:Review Ch1-3Customer Insights Ch4Peter Methot[email protected][email protected]
Agenda• Review:– Company & Marketing Strategy (Ch2)– Analyzing the Marketing Environment (Ch3)Today’s Lesson:– Marketing Strategy Review (Ch1-3)– Marketing Insights (Ch4)2
Review: Marketing Strategy,Strategic Planning3
Review: Marketing Strategy,Marketing & Strategic Planning4
Q. In the Growth Share Matrix (aka BCGMatrix), SBUs that represent new innovations/new product launches typically start in whichquadrant?A. StarB.Question markC. DogD.Cash cow
Review:Analyzing the Marketing Environment6
Q. Consider the Cultural forces in ourmacroenvironment. Persistent beliefs andvalues which are passed on from parents tochildren, and reinforced by schools,businesses, and religious institutions arecalled _______ values.A. DemographicB. EnvironmentalC. SecondaryD. Core
Marketing Strategy:Review Chapters 1-3
Today’s Lesson:Marketing Strategy Review (Ch1-3)9
Q. Which of the following is thedesired market for this campaign?A.Business PeopleB.Parents and TeachersC.Potential DonorsD.Computer Users
Q. What is Bic’s primary marketoffering as it relates to thiscampaign?A. RazorsB. LightersC. LaptopsD.Pens and Pencils
12Bic’s Mission to Save Handwriting
Q. Bic believes that saving handwriting willserve short-term customer needs and theirlong-term welfare. This represents whichmarketing management orientation?A.Societal MarketingOrientationB.Customer RelationshipOrientationC.Sustainable OrientationD.Product Orientation
Q. A growing number of collegestudents have a laptop or tablet withthem at all times. Using SWOT analysis,what does this represent for Bic?A. StrengthB. WeaknessC. OpportunityD. Threat
Q. Some customers have continued topurchase Bic pens for many years, and prefermore expensive designs and colors. To whichcustomer relationship group do thesecustomers likely belong?A. StrangersB.True FriendsC. BarnaclesD. Butterflies
Q. Consider Bic’s macroenvironment.To which force is this campaignprimarily responding?A. NaturalB. DemographicC. TechnologicalD. Economic
Q. In the US, Bic’s writing products SBU hashigh market share, but the market isshrinking. Using Business Portfolio Analysis(aka BCG Growth/Share Matrix), how wouldyou classify this SBU?A. StarB. MonkeyC. DogD.Cash Cow
Q. BIC’s annual report says that it exists to“offer simple, inventive, and reliable solutionsto everyday needs.” A customer-focused,purposeful, aspirational declaration like this isalso called a/an ____________.A.Long-term objectiveB.Mission statementC.Marketing planD.Values statement
19What does the target market think ofthis campaign?
Qualitative MetricsControls (Campaign Measurement)Quantitative Metrics

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