Unformatted text preview: Refer to Delta Faucet Company. Since Delta was already marketing to homeowners (although not
very successfully), its development of new styles of faucets to appeal to this underserved market
would be an example of a _____ strategy.
ANS: D A product development strategy entails the creation of new products for present markets.
KEY: CB&E Model Strategy OBJ: 02-6 TOP: AACSB Reflective MSC: BLOOMS Application 132. Refer to Delta Faucet Company. While new home construction is not growing as rapidly as it
once did, the number of homeowners who are remodeling bathrooms and kitchens is growing.
According to the portfolio matrix, Masco would consider Delta a(n):
A cash cow is an strategic business unit that usually generates more cash than it needs to maintain
its market share.
KEY: CB&E Model Strategy OBJ: 02-6 TOP: AACSB Reflective MSC: BLOOMS Application 133. Refer to Delta Faucet Company. Delta’s decision to make more stylish faucets represents a
change in the _____ element of its marketing mix.
The product includes not only the physical unit but also its package, warranty, after-sale service,
brand name, company image, value, and many other factors.
KEY: CB&E Model Product OBJ: 02-8 TOP: AACSB Reflective MSC: BLOOMS Application 134. Refer to Delta Faucet Company. Delta’s development of a new slogan represents a change in the
_____ element of its marketing mix.
Promotion includes advertising, public relations, sales promotion, and personal selling. PTS: 1
KEY: CB&E Model Promotion OBJ: 02-8 TOP: AACSB Reflective MSC: BLOOMS Application ESSAY
1. What is the difference between planning, strategic planning, and marketing planning?
Planning is the process of anticipating future events and determining strategies to achieve
organizational objectives in the future. Strategic planning is the managerial process of creating
and maintaining a fit between the organization’s objectives and resources and the evolving market
opportunities. The goal of strategic planning is long-run profitability and growth. Thus, strategic
decisions require long-term commitments of resources. Marketing planning involves designing
activities relating to marketing objectives and the changing marketing environment. Marketing
planning is the basis for all marketing strategies and decisions. Issues such as product lines,
distribution channels, marketing communications, and pricing are all delineated in the marketing
KEY: CB&E Model Strategy | CB&E Model Marketing Plan TOP: AACSB
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- Fall '13
- Marketing, AACSB Reflective, CB&E Model Strategy, CB&E Model