Module 12: Managing The Marketing Effort

Question 1

provides a measure for market attractiveness.

Answer 1

Market growth rate

Question 2

serves as a measurre of company streength in the market.

Answer 2

Relative market share

Question 3

pertain to businesses or products with high market share and high market growth rate.

Answer 3

Stars

Question 4

refers to businesses or products with high market share and low market growth rate.

Answer 4

Cash cows

Question 5

pertain to businesses or products with low market share and high market growth rate.

Answer 5

Question Marks

Question 6

refers to businesses or products that have low market share low market growth rate.

Answer 6

Dogs

Question 7

identifies strategies that can be used by the company to determine growth opportunities.

Answer 7

Product/Market expansion grid

Question 8

is a strategy that increases sales to current customers without changing the company’s current products.

Answer 8

Market Penetration

Question 9

identifies and develops new markets for a current product.

Answer 9

Market Development

Question 10

offers modified or new products to current markets.

Answer 10

Product Development

Question 11

starts or acquires businesses that are outside of a company’s existing product lines and business.

Answer 11

Diversification

Question 12

is the process that turns plans into actions in order to accomplish the company’s objectives and strategic goals

Answer 12

Marketing Implementation