Item$2$

$4\mathrm{.}16$

points

eBookPrintReferencesCheck my workCheck My Work button is now disabledItem $2$

$2.$ The Strategic Marketing Process $($Keyboard Navigable Alternate Version$)$

The Strategic Marketing Process

This activity is important because as a marketing manager, you must allocate resources to reach your target market. During the strategic marketing process, managers move through three important phases to determine how to optimally allocate resources: a planning phase, an implementation phase, and an evaluation phase. In this interactive exercise, you are asked to review various strategic marketing actions and determine where in the strategic marketing process the action would occur.

The goal of this exercise is to demonstrate your understanding of the Strategic Marketing Process and related marketing actions.

Read the description of the marketing action and then match it to the appropriate stage of the Strategic Marketing Process.

$1.$ Specialized Bicycle is using a Gantt chart to develop the schedule for the launch of its new product lines for the spring biking season.

$($Click to select$)$

$2.$ When developing its Oral B Glide Pro$-$Health for Sensitive Gums Floss, Oral B had the target market of consumers with sensitive gums in mind.

$($Click to select$)$

$3.$ Procter & Gamble is one of many Fortune $500$ firms using neuro$-$marketing to research customers by subjecting them to an MRI brain scanning device while they are asked questions.

$($Click to select$)$

$4.$ Konica Minolta is always collecting data on how often its photo copiers break down and which parts break. The company uses this information to improve the parts that break down the most, to minimize service calls.

$($Click to select$)$

$5.$ Apple works with retailers such as Best Buy and Target to secure shelf space for its newest products while executing its marketing tactics.

$($Click to select$)$

$6.$ When Gillette introduced the five blade Fusion razor, it estimated what its first five years of sales revenue would be$.$

$($Click to select$)$

$7.$ Fisher Price has a play lab where it can bring in children to let them play with Fisher price toys to gain an understanding as to how kids currently use its products.

$($Click to select$)$

$8.$ Uber created a simple value proposition for its riders which reads $$Tap your phone. Get where you$$re headed.$$

$($Click to select$)$

$9.$ After every new product launch, Kimberly Clark, maker of personal care products, compares its projected sales to the company's actual sales to see if the firm missed the mark. The company learns from its mistakes to better forecast the sales of future products.

$($Click to select$)$

$10.$ When developing the marketing mix for the BMW $2-$series, BMW marketing managers chose a competitive base price of $$36,000.$

$($Click to select$)$