181. In a five-year study, researchers Nohria, Joyce and Roberson conducted in-depth analysis of 160 companies and more than 200 management tools and techniques, such as customer relationship management and use of an intranet. What were their findings? That is, according to the researchers, how would a company exploit its competitive advantage to achieve superior business performance?
181. In a five-year study, researchers Nohria, Joyce and
Roberson conducted in-depth analysis of 160 companies and more than 200
management tools and techniques, such as customer relationship management and
use of an intranet. What were their findings? That is, according to the
researchers, how would a company exploit its competitive advantage to achieve
superior business performance?
182. What is a sales response function?
183. List the three phases of the strategic marketing process
and the output report for each.
184. List the three steps of the planning phase of the
strategic marketing process. Briefly describe what goes on during each of the
three steps.
185. List and explain two types of marketing plans.
Ans: Long-range marketing plans cover marketing activities
from two to five years into the future. Such plans are often directed at
top-level executives and the board of directors.
186. Describe Porter’s framework and the four resulting
generic business strategies.
187. Explain what diversification analysis is and describe
the four marketing strategies that underlie diversification analysis.
188. List five guidelines for developing effective plans and
planning.
189. List four problems that occur in the planning phase of
a firm’s strategic marketing process.
190. A difficulty when a marketing plan fails is determining
whether it is primarily due to a poor plan or poor implementation. Describe the
grid which results from considering (1) good and bad marketing planning and (2)
good and bad marketing implementation. What are the outcomes of each
combination?
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