A financial limits B marketing objectives C quality standards D production

A financial limits b marketing objectives c quality

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A. financial limitsB. marketing objectivesC. quality standardsD. production quotasE. research and development aspirations222. Those characteristics of a product that make it superior to competitive substitutes are referred to as A. consumer standards.B. perceptual segmentsC. marketing selectives.D. points of difference.E. product stereotypes.2-68
Chapter 02 - Developing Successful Marketing and Organizational Strategies223. Points of difference refer to A. talking points in an advertisement that emphasize product benefits.B. actions responsible for the planning gap.C. situations where two departments within the same company have opposing views as to how a product should be managed.D. unique strengths relative to competitors that provide superior returns, often based on quality, time, cost, or innovation.E. benefits obtained through graft, nepotism, or collusion to gain an edge in the marketplace.224. At which step of the planning stage of the strategic marketing process does a firm develop its marketing mix? A. Situation analysisB. Goal settingC. Marketing programD. Sales forecastingE. Market segmentation225. The __________ element of the marketing mix includes features, packaging, brand name, and warranty. A. productB. pricingC. promotionD. placeE. services226. The second phase of the strategic marketing process is the A. motivational phase.B. strategic phase.C. planning phase.D. implementation phase.E. evaluation phase.2-69
Chapter 02 - Developing Successful Marketing and Organizational Strategies227. The phase of the strategic marketing process when a firm obtains resources, designs the marketing organization, develops schedules, and actually executes the marketing program occurs during the A. planning phase.B. implementation phase.C. evaluation phase.D. strategic marketing analysis.E. SWOT analysis.228. The four major elements of the implementation phase of the strategic marketing process include (1) obtaining resources, (2) designing the marketing organization, (3) developing schedules, and (4) __________. A. segmenting the market and selecting target marketsB. establishing a business mission and designing measurable goals and objectivesC. identifying deviations in the marketing plan and acting on themD. executing the marketing program designed in the planning phaseE. obtaining resources and developing schedules229. The term marketing strategy is used to address both the __________ and __________. A. product characteristics; target market selectedB. target market; marketing programC. subjective; objective (evaluation of the program and its goals)D. revenue generated; percentage of market shareE. feasibility; time required to implement230. A marketing strategy is the means by which a marketing goal is to be achieved. Two factors that usually characterize a marketing strategy are A. specific goals and organizational objectives.

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