B Market development C A breakthrough opportunity D Hit or miss marketing E

B market development c a breakthrough opportunity d

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B. Market development.C.A breakthrough opportunity.D. "Hit-or-miss" marketing.E. Market penetration.AACSB: Reflective ThinkingBloom's: ApplicationDifficulty: EasyLearning Objective: 02-07 be familiar with the text's framework for marketing strategy planning—and why it involves a process of narrowing down from broad opportunities to the most attractive marketing strategy.2-138
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Chapter 02 - Marketing Strategy Planning239.(p. 47)______ means that a firm has a marketing mix that the target market sees as better than a competitor's mix. A.Competitive advantageB. Strategic policyC. Customer equityD. Comparative opportunityE. Market developmentAACSB: Reflective ThinkingBloom's: KnowledgeDifficulty: EasyLearning Objective: 02-07 be familiar with the text's framework for marketing strategy planning—and why it involves a process of narrowing down from broad opportunities to the most attractive marketing strategy.240.(p. 46-47)"Breakthrough opportunities" are opportunities that: A. help innovators develop hard-to-copy marketing strategies.B. may be turned into marketing strategies that will be profitable for a long time.C. help the firm develop a "competitive advantage."D. help a firm satisfy customers better than some competitor.E.All of the above.AACSB: AnalyticBloom's: KnowledgeDifficulty: EasyLearning Objective: 02-07 be familiar with the text's framework for marketing strategy planning—and why it involves a process of narrowing down from broad opportunities to the most attractive marketing strategy.241.(p. 46-47)Breakthrough opportunities: A. are so rare that they should be pursued even when they do not match the firm's resources and objectives.B. seldom occur within or close to a firm's present markets.C.are especially important in our increasingly competitive markets.D. are those that a firm's competitors can copy quickly.E. are best achieved by trying to hold onto a firm's current market share.AACSB: AnalyticBloom's: ComprehensionDifficulty: MediumLearning Objective: 02-07 be familiar with the text's framework for marketing strategy planning—and why it involves a process of narrowing down from broad opportunities to the most attractive marketing strategy.2-139
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Chapter 02 - Marketing Strategy Planning242.(p. 47)Which of the following statements regarding marketing strategies is FALSE? A. It is useful to think of the marketing strategy planning process as a narrowing-down process.B.These strategies must meet the needs of target customers, and a firm is likely to get a competitive advantage if it just meets needs in the same way as some other firm.C. Developing successful marketing strategies doesn't need to be a hit-or-miss proposition.D. These strategies require decisions about the specific customers the firm will target and the marketing mix the firm will develop to appeal to that target market.
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