Page 77

335) What are the three elements that today's visionary organization must do to be forward looking and successful within its marketing environment? What is the purpose of each of these elements? 336) What is an organization's mission? What are some elements of a well-written mission statement? 337) In 25 words or less, write a mission statement for a local community college. 338) The American railroad industry faced a serious decline in the 20th century. What business did rail executives believe they were in at that time? What business is a railroad company really in? Why is the difference important? 339) Name and briefly describe the seven types of organizational goals or objectives. 340) The logistics industry has sales of $800 billion per year. If a third party logistics provider had sales of $8 billion, what would its market share be? Be sure to define market share and show your work in your answer. 341) Define marketing dashboard and marketing metric and explain how these terms are related. 342) Explain the difference between competencies and competitive advantage in an organizational setting. 343) The Boston Consulting Group's business portfolio analysis model can be used to analyze a firm's strategic business units. How is it used and what can it tell you? 344) One of the most recognized approaches to business portfolio analysis is the Boston Consulting Group's growth-share matrix. Describe this tool and the four quadrants of the matrix. 345) Identify and explain each of the four market-product strategies represented by each quadrant in the diversification analysis matrix. 346) List the three steps of the planning phase of the strategic marketing process. Briefly describe what goes on during each of the three steps. 347) Identify and describe the three phases of the strategic marketing process. 348) Identify and describe the three steps of the planning phase of the strategic marketing process. 349) Identify and describe the four factors in a SWOT analysis and give examples for Ben & Jerry's Ice Cream that help identify the critical strategy-related factors that could impact the firm.

76 Copyright 2019 Š McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

Profile for mansour.m83m

Test Bank for Marketing 14th Kerin  

Test Bank Marketing 14th Edition Kerin 2019 (Test Bank Download) (9781259924040) (1259924041). Instant access. All chapter are included. All...

Test Bank for Marketing 14th Kerin  

Test Bank Marketing 14th Edition Kerin 2019 (Test Bank Download) (9781259924040) (1259924041). Instant access. All chapter are included. All...