Chapter 2 Developing Marketing Strategies and Plan

1. ____One of this does not belong to The Three V’s Approach to Marketing__________________________ Define the Value Proposition Define the Value Segment Define the Value Adds Define the Value Network

2. ___Below are Core business Processes or Levels of a Marketing Plan?_______________________________ Marketing sensing process New Offering realization process Customer acquisition process Customer relationship management process Fulfillment management process

3. _____Two levels of Marketing plan that you cant do without?_______________________________ Strategic Tactical Feasible

4. _____Major competitive Spheres does not include?_______________________________ Industry Geographical Vertical Channels Market Segments Competence Products Market share

5. ______In the Dimensions that define a business which one is on top?_______________________________ Customer needs Technology Customer groups

6. ______In Porters Generic Strategies which occupies the biggest space?_______________________________ Overall cost leadership Differentiation Focus

7. ______Which is not a category of Marketing Alliances?_____________________________ Product service alliance Promotional alliances Logistic alliances Pricing collaborations Marketing plan

8. _____Which does not belong to Ansoff’s product market expansion grid____________________________ Current products-current markets New products –new markets Customer groups-customer needs

9. _____One of this is not a marketing plan content?_______________________________ Executive summary Table of contents Situation analysis Marketing strategy Financial projections Implementation controls Logistics

10. _____Product orientation VS Market orientation, which is a product orientation?__________________________ Company Product Market