Parcial

Question 1

Marketing Management process

Answer 1

Planning marketing activities, directing the implementations of
the plans and controlling the plans

Question 2

whole company strategic management planning

Answer 2

match resources to market opportunities

Question 3

Marketing planning

Answer 3

set objectives, evaluate opportunities, create marketing strategies, prepare marketing plans and develop marketing programs

Question 4

control marketing plans and progrmas

Answer 4

measure results and evaluate progress

Question 5

means finding attractive
opportunities and developing
profitable marketing
strategies.

Answer 5

Marketing Strategy
Planning

Question 6

specifies a
target market and a related
marketing mix

Answer 6

marketing strategy

Question 7

A fairly homogeneous (similar) group
of customers to whom a company
wishes to appeal.

Answer 7

A target Market.

Question 8

The controllable variables the
company puts together to satisfy this
target group.

Answer 8

A marketing Mix.

Question 9

vaguely
aims at “everyone” with the same
marketing mix.

Answer 9

mass marketing

Question 10

Four P

Answer 10

Product, place, promotion, price

Question 11

physica good, services, features, benefits, quality level, accesories, installation, instructions, warranty, product lines, packaging and branding

Answer 11

product

Question 12

channel type, objectives, market exposure, kinds of intermediaries, locations and stores, transporting and storing, service levels, recruiting intermediaries, and management channels

Answer 12

place

Question 13

salespeople, advertising, publicity

Answer 13

promotion

Question 14

flexibility, level over product life cycle, geographyc terms, discounts and allowances

Answer 14

price

Question 15

is a written
statement of a marketing strategy
and the time, related details for
carrying out of strategy.

Answer 15

Marketing plan

Question 16

1) What marketing Will be offered and
for how long.
2) What company resources (shown
as costs) Will be needed at what
rate.
3) What results are expected (sales
and profits perhaps).

Answer 16

Marketing plan

Question 17

involves a wide
range of techniques, including internet
searches, Customer surveys,
experiments, directo observation of
customers, and many more.

Answer 17

marketing research

Question 18

it can be used when marketing research
proyects are too costly or take
too long to get the desired
information.

Answer 18

Marketing
Information
System

Question 19

for v of big data

Answer 19

volume, variety, velocity, veracity

Question 20

so much data

Answer 20

volume

Question 21

so many formats

Answer 21

variety

Question 22

need to process quickly

Answer 22

velocity

Question 23

not always accurate

Answer 23

veracity

Question 24

who? what? where? when? how much?

Answer 24

data

Question 25

how? why?

Answer 25

information

Question 26

knowledge

Answer 26

experience

Question 27

knowledge + experience

Answer 27

wisdom

Question 28

a decisión-making approach that focuses on being objective and orderly in testing ideas before accepting them. Managers dont just asume that their intuition is correct

Answer 28

scientific method

Question 29

1. Defining the problem. 2. Analyzing the situation. 3. Getting problem-specific data. 4. Interpreting the data. 5. Solving the problema

Answer 29

5 step aapproach to marketing research

Question 30

SWOT

Answer 30

Strengths, weakness, opportunities, threats

Question 31

a strategic planning instrument and an idea exchange technique that identifies and evaluates atrengths, weaknesses, opportunities and threats to help a present panoram of the current situation

Answer 31

SWOT

Question 32

Favouring factors Achieving the objectives

Answer 32

strenght and opportunities

Question 33

Factors that hinder the achievement of the objectives

Answer 33

weaknesses and threats

Question 34

internal factors

Answer 34

weaknesses and strengths

Question 35

Any internal asset that enables the organization to effectively carry out its mandate, seize opportunities or address threats.

Answer 35

strengths

Question 35

Any external circumstances or trends that could have a positive impact on the function and operations of the Organization.

Answer 35

opportunities

Question 36

external factors

Answer 36

opportunities and threats

Question 37

Internal deficiencies that prevent the organization from effectively carrying out its mandate and meeting customer demands.

Answer 37

weaknesses

Question 38

Any external circumstances or trends that could adversely affect the function and operations of the organization.

Answer 38

Threats

Question 39

trying to increase sales of a firm’s present products in its present markets probably through a more aggressive marketing mix.

Answer 39

market penetration

Question 40

trying to increase sales by selling present products in new markets. This may involve searching for new uses for a product.

Answer 40

market development

Question 41

offering new or improved products for present markets. By knowing the present market’s needs, a firm may see new ways to satisfy customers.

Answer 41

product development

Question 42

moving into totally different lines of businessperhaps entirely unfamiliar products, markets, or even levels in the production-marketing system.

Answer 42

diversification

Question 43

Performance of activities that accomplish objectives by anticipating customer or client needs and directing a flow of need-satisfying goods and services from producer to a customer or client

Answer 43

marketing

Question 44

* Profit and Nonprofit. * More Than Persuasion. * Begins with Needs. * Doesn’t Do It Alone. * Involves Exchanges. * Builds Relationships

Answer 44

key characteristics of marketing

Question 45

* Buying. * Selling. * Transporting. * Storing. * Standardization & Grading. * Financing. * Risk Taking. * Market Information.

Answer 45

marketing functions

Question 46

* Government officials decide about production and distribution. * May work well if: * Simple economy. * Little variety. * Adverse conditions.

Answer 46

command economy

Question 47

* Adjusts itself. * Price is value measure. * Freedom of choice. * Government’s role limited. * Public interest groups/consumers.

Answer 47

Market-directed economy

Question 48

customer satisfaction, total company effort, profit as an objective

Answer 48

marketing concept

Question 49

architecture dimension that describe the internal characteristics of the organization

Answer 49

structural

Question 50

architecture dimensions that is everything that shapes the structure of the organization

Answer 50

contextual

Question 51

based on direct supervision, in which the strategic apex is the key part

Answer 51

simple structure

Question 52

based on standardization of work processes, in which the technostructure is the key part

Answer 52

machine bureaucracy

Question 53

based on standardization of skills, in which the operating core is the key part

Answer 53

professional bureaucracy

Question 54

based on standardization of outputs, in which the middle line is the key part

Answer 54

Divisionalized Form

Question 55

based on mutual adjustment, in which the support staff (sometimes with the operating core) is the key part

Answer 55

adhocracy

Question 56

based on standardization of norms, the sharing of values and beliefs among all its members. And the key to ensuring this is their socialization, effected through the design parameter of indoctrination.

Answer 56

Missionary

Question 57

Grouping of activities according to the functions of an enterprise, such as: ▪ Production ▪ Selling ▪ Financing

Answer 57

departamentalization

Question 58

creating utility or adding utility to a product or service

Answer 58

production

Question 59

is rather common in enterprises that operate over wide geographic areas. In this case, it may be important that activities in a given area or territory be grouped and assigned to a manager.

Answer 59

Departmentalization by Territory or Geography

Question 60

Grouping activities so that they reflect a primary interest in customers is common in a variety of enterprises.

Answer 60

Departmentalization by Customer Group

Question 61

Is about grouping of activities according to products or product lines, especially in multiline, large enterprises.

Answer 61

departamentalization by group

Question 62

Managers create information linkages to facilitate communication and coordination among organizational elements.

Answer 62

Matrix Organization

Question 63

continuous process of making decisions present with the greatest knowledge of their impact in the future, organizing the resources necessary to execute them and measuring the results of the decisions against initial expectations.

Answer 63

strategy

Question 64

choosing your future instead of suffering it

Answer 64

planning

Question 65

set of administrative decisions and actions that determine the long-term performance of a corporation.

Answer 65

strategic management

Question 66

basic elements of strategic management

Answer 66

enviromental analysis, strategy formulation, implementation of the strategy, evaluation and control

Question 67

monitoring, evaluation and dissemination from the external and internal environments to the key personnel of the corporation.

Answer 67

enviromental analysis

Question 68

Includes the definition of : * The Mission * Specification of achievable objectives. * Strategy development. * Establishment of policy guidelines.

Answer 68

strategy formulation

Question 69

*Es el propósito o razón de la existencia de la organización.

Answer 69

mission