Chapter 2 worksheet
Chapter 2 worksheet MKT 3013
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This 4 page Class Notes was uploaded by Trung Do on Saturday February 13, 2016. The Class Notes belongs to MKT 3013 at Mississippi State University taught by Dr. Moore in Fall 2015. Since its upload, it has received 123 views. For similar materials see Principles of Marketing in Business at Mississippi State University.
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Date Created: 02/13/16
Name:__________________________________________________________Class time:____________ 1) Define strategic planning. 2) List two companies/institutions we used as a case study to investigate strategic planning. 3) McDonald’s mission is to be “____________________________________________________.” 4) Draw the 4 steps of strategic planning (see figure 2.1). Label which steps are Corporate level. 5) Do you think Leonard Berry is right? (see slide 9) Explain. 6) Fill-in the blank: (Mission Statements) Hint: see table 2.1 Company Product-Oriented Definition Market-Oriented Definition Hulu Wal-Mart Do you understand the difference between product and market oriented? Be sure you are clear on the difference (that above example should help make it clear). 7) Have you read chapters 1 and 2? Yes____ No____ Plan to soon_____ (remember the honor code!) 8) You have decided to open up your own business (you choose it!). Develop/define the mission for your business: 9) SBU stands for _____________________ _____________________ ___________. List some examples of Mississippi State University’s SBUs. [Note: if you are in the ‘club’ and OWN this acronym, put a star next to it.] 10) Dogs, cows, stars?! What are they? Why should you care??? [Note: if you are in the ‘club’ and OWN this acronym, put a star next to it.] 11) Fill-in the boxes: Existing Products New Products Existing Markets New Markets 12) What is the title of the grid you just filled in?_________________________________________ or __________________________________________ (the latter is the way I learned to call it years ago). 13) What is the big difference between a value chain and a value delivery network? 14) Draw figure 2.4. How long will it take you to “KNOW” this diagram? 15) Define segmentation; positioning. 16) List the four P’s. Should we rename them the 4 C’s? Explain your viewpoint. 17) Fill in the SWOT (select either McDonalds, Coca-Cola or MSU). Indicate which are internal and which are external (see figure 2.7). [Note: if you are in the ‘club’ and OWN this acronym, put a star next to it.] 18) List the 8 elements in a marketing plan (table 2.2). 19) What is CMO? (see page 57) and who are the other C-level executives? [Opps…this acronym never went up for sale during class time. The first person to email me gets to OWN CMO and join the club!] 20) What is the most common way to organize a marketing department? (see page 57) Also list 3 other ways to organize. 21) What is marketing ROI? Is it easy to measure? [Note: if you are in the ‘club’ and OWN this acronym, put a star next to it.] 22) “A startling ____________% of CMOs don’t take ROI measures into account when setting their marketing budgets, and an even more startling _______________% said they base their marketing budgets on “________ ____________.” (see the section titled: Measuring and Managing Return on Marketing Investment.”) 23) List 3 standard marketing measures and 3 customer-centered marketing measures. 24) What is a marketing dashboard (see page 59)? 25) Thinking ahead (see the section on demographics in chapter 3)….list which generational group… a. You are in_________________________ b. Your parents are in______________________ c. Your grandparents are in___________________________
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