BMAL-590 Week 1 Section 5 Marketing
Strategy Questions With Solutions
When is a Boston Consulting Group (BCG) Matrix used? The Boston Consulting Group
(BCG) Matrix is used in portfolio analysis and classifies brands or products according to whether
each has a strong or weak market share and a slow or growing market.
Innovative versus conservative philosophy: Some companies pride themselves on being
innovative and want to invest in research and development so that they can enter into the
marketplace with cool new things and do so frequently and regularly. Other companies have a
more conservative, careful culture.
Offensive versus defensive philosophy: Some companies are more inclined to take
offensive initiatives (initiating price wars or launching competitive advertising claims) while
others are more likely to respond defensively. A company's tendency toward offensive or
defensive actions doesn't correlate with its size.
Leader versus follower philosophy: Leader has several meanings including having the
largest market share, being first to bring new products to market (may or may not be beneficial
because adoption can be slow), being quick to innovate and improving upon what is in the
market or through great customer service (quick followers can learn from leader's mistakes).
, BMAL-590 Week 1 Section 5 Marketing
Strategy Questions With Solutions
Types of roles in a corporate identity philosophy: Roles include leaders, quick followers,
followers, also-rans, and barely-in-the-games. The roles that firms play in the marketplace can
evolve. A company rarely behaves the same way for every product at all times. A company may
be a leader for some of its brands/products and not others. A company may be offensive and
defensive to vary its portfolio. A company's products' life cycles may influence its identity.
What is the link between corporate goals and operational tactics? Marketing Strategy is
the link.
What do marketing strategies include? profitability
sales
market share
average prices
levels of awareness
penetration in trial
repeat purchases
customer satisfaction
employee satisfaction
Strategy Questions With Solutions
When is a Boston Consulting Group (BCG) Matrix used? The Boston Consulting Group
(BCG) Matrix is used in portfolio analysis and classifies brands or products according to whether
each has a strong or weak market share and a slow or growing market.
Innovative versus conservative philosophy: Some companies pride themselves on being
innovative and want to invest in research and development so that they can enter into the
marketplace with cool new things and do so frequently and regularly. Other companies have a
more conservative, careful culture.
Offensive versus defensive philosophy: Some companies are more inclined to take
offensive initiatives (initiating price wars or launching competitive advertising claims) while
others are more likely to respond defensively. A company's tendency toward offensive or
defensive actions doesn't correlate with its size.
Leader versus follower philosophy: Leader has several meanings including having the
largest market share, being first to bring new products to market (may or may not be beneficial
because adoption can be slow), being quick to innovate and improving upon what is in the
market or through great customer service (quick followers can learn from leader's mistakes).
, BMAL-590 Week 1 Section 5 Marketing
Strategy Questions With Solutions
Types of roles in a corporate identity philosophy: Roles include leaders, quick followers,
followers, also-rans, and barely-in-the-games. The roles that firms play in the marketplace can
evolve. A company rarely behaves the same way for every product at all times. A company may
be a leader for some of its brands/products and not others. A company may be offensive and
defensive to vary its portfolio. A company's products' life cycles may influence its identity.
What is the link between corporate goals and operational tactics? Marketing Strategy is
the link.
What do marketing strategies include? profitability
sales
market share
average prices
levels of awareness
penetration in trial
repeat purchases
customer satisfaction
employee satisfaction
