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244. Evergreen Air Center is the world's largest parking lot for unwanted commercial aircraft. Airlines pay from $750 to $5,000 monthly for the storage services provided by Evergreen. Prior to September 2001, the company had 140 discarded airplanes at its Arizona facilities and was growing at a rate of about six planes monthly with about two a month sold for parts and/or scrap metal. After calamity struck the airline industry in September 2001, the airlines have retired over a thousand planes—many of which found their way to Evergreen. Now the actual number of planes stored at Evergreen differs significantly from the prediction based on previous behavior. This difference is referred to as A. the contribution margin.B. the marginal space.C. the breakeven point.D. the planning gap.E. differential location.245. After examining a planning gap, firms typically attempt to A. decide if the time horizon should be increased or decreased.B. perform a SWOT analysis with their major competitor as the focus.C. use statistical trend analysis to interpret the results.D. exploit a positive deviation and correct a negative deviation.E. adopt a product-market focus.246. The BP Helios House is A. a green gas station.B. a museum showing sustainable ideas for the future.C. a shelter for the homeless in L.A.D. a home-away-from-home for families of very sick children.E. the name of the BP corporate office park.2-75
Chapter 02 - Developing Successful Marketing and Organizational Strategies247. The four brand values of BP require practical actions that are A. progressive, proactive, performance driven, and practical.B. progressive, innovative, green, and performance-driven.C. progressive, profitable, performance driven, and practical.D. customer oriented, environmentally sound, socially responsible, and profitable.E. market-driven, fiscally responsible, environmentally responsible, and socially responsible.248. BP's Helios House is nota prototype of BP's station of the future because A. the idea of going green may simply be a passing social trend.B. there really wasn't a significant reduction in the amount of energy used.C. solar energy would not be effective in cities with limited sunlight.D. the original prototype was actually developed by a competitor twenty years earlier.E. at this point in time it would be too costly to replace 25,000 existing stations.Essay Questions249. Describe the three organizational levels in an organization and the general responsibilities for each. 250. There is a General Motors plant in Spring Hill, Tennessee, that is devoted solely to the production of Saturn cars. At which organizational level is this plant operating? Explain your answer. 2-76
Chapter 02 - Developing Successful Marketing and Organizational Strategies251. What is a cross-functional team and how is it used?