Chapter 15

Question 1

Strategy

Answer 1

Organization’s long term course of action that delivers a unique customer experience while achieving its goals

Question 2

Customers

Answer 2

Provide genuine value and benefits to existing and prospective customers

Question 3

Competencies

Answer 3

special distinguishable capabilities

Question 4

Competitors

Answer 4

External analysis

Question 5

Strategic Marketing Process

Answer 5

organization allocates its marketing mix resources to reach its target markets and achieve its goals

Question 6

3 phases of marketing plan

Answer 6

1. Planning phase
2. Implementation phase
3. Evaluation phase
   PIE

Question 7

3 steps of planning phase

Answer 7

1. Situational analysis
2. Market product focus and goal setting
3. Marketing Program
   SMM