chapter 15

Question 1

strategy

Answer 1

long term course of action used to reach goals while achieving unique customer experience (and preform SWOT)

Question 2

mission

Answer 2

statement of the organization scope, displaying identity

Question 3

marketing budgets and financials

Answer 3

consider best and worst case scenario and generate sales forecast

Question 4

strategic direction questions

Answer 4

-where are we now?
-where do we want to go?
-how will we get there?

Question 5

business portfolio analysis

Answer 5

looking at and categorizing companies products based on how well they’re preforming

Question 6

strategic marketing process 5 steps

Answer 6

1-SWOT
2-goal setting and market product focus
3-marketing program
4-obtaining resources, developing and designing
5-identifying deviations