C a technique that managers use to quantify performance measures and growth

C a technique that managers use to quantify

This preview shows page 205 - 208 out of 223 pages.

C. a technique that managers use to quantify performance measures and growth targets to analyze its clients' strategic business units (SBUs) as though they were a collection of separate investments.D. a road map for the marketing activities of an organization for a specified future time period, such as one year or five years.E. the detailed day-to-day operational decisions essential to the overall success of marketing strategies.Key term definition—marketing strategyAACSB: 3LL: 1Learning Objective: 02-06 Describe the elements of the implementation and evaluation phase of the strategic marketing process2-205
Background image
Chapter 02 - Developing Successful Marketing and Organizational Strategies234.(p. 44)Marketing tactics refer to A. the long-term decisions made to implement the marketing program and the monitoring of those decisions.B.the detailed day-to-day operational decisions essential to the overall success of marketing strategies.C. the steps taken to develop an effective marketing plan.D. the development of marketing strategies to achieve the organization's marketing objectives.E. the refinement of the organization's mission based on the results obtained from a marketing audit.Key term definition—marketing tacticsAACSB: 3LL: 1Learning Objective: 02-06 Describe the elements of the implementation and evaluation phase of the strategic marketing process235.(p. 44)The detailed day-to-day operational decisions essential to the overall success of marketing strategies are referred to as __________. A. marketing plansB.marketing tacticsC. marketing programsD. marketing campaignsE. marketing proceduresKey term definition—marketing tacticsAACSB: 3LL: 1Learning Objective: 02-06 Describe the elements of the implementation and evaluation phase of the strategic marketing process2-206
Background image
Chapter 02 - Developing Successful Marketing and Organizational Strategies236.(p. 44)David and Cecilia Stanford, owners of Prairie Herb vinegars, decided to offer the product in 5-ounce and 13-ounce sizes as well as in a 16-ounce European glass bottle. They decided to sell the vinegar only through the mail and to price the smaller bottles at $4.45 and the largest bottles at $13.25. They were determining Prairie Herb's marketing A.tactics.B. missions.C. visions.D. strategies.E. operational procedures.Marketing tactics are detailed day-to-day operational decisions essential to the overall success of marketing strategies.AACSB: 3LL: 3Learning Objective: 02-06 Describe the elements of the implementation and evaluation phase of the strategic marketing process237.(p. 44)Compared to marketing strategies, marketing tactics generally involve actions that A.are detailed day-to-day operational decisions.B. are long term and need to be carefully developed rather than short term.C. involve upper levels of management rather than front-line managers.
Background image
Image of page 208

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture