Welcome to

1
Welcome to
Who Wants to Be a Marketer?
Created for Marketing, 8th Ed., by Lamb, Hair and
McDaniel South-Western/Thomson Learning Chapter 2
- Strategic Planning for Competitive Advantage
Created by John T. Drea, Western Illinois
University
Click here to start
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Go to Round 2
Select another chapter
Who Wants to Be a Marketer? Round 1
Chapter 2 Strategic Planning
Go to Final Challenge!
Sources of Competitive Advantage
Choose Wisely
In the Mix
Strategic Alternatives
Basic Terms
100 200 300 400 500
100 200 300 400 500
100 200 300 400 500
100 200 300 400 500
100 200 300 400 500
Click on a point value to select an
answer/question
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4
Basic Terms - 100 points

• Answer They are the 4 Ps of marketing.
• Question What are product, promotion,
  price, and place (distribution)?

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5
Basic Terms - 200 points

• Answer It is the term used to describe the
  managerial process of creating and maintaining a
  fit between the organizations objectives and
  resources and evolving market opportunities.
• Question What is strategic planning?

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6
Basic Terms - 300 points

• Answer It is the term used to describe the
  process of anticipating future events and
  determining strategies to achieve organizational
  objectives in the future.
• Question What is planning?

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7
Open Challenge!!!
Determine how much of your total you want to
wager, then click below.
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8
Basic Terms - Open Challenge

• Answer This term describes an organizations
  long-term vision, based on a careful analysis of
  benefits sought by its customers and an analysis
  of environmental conditions. It is also the
  first part of an organizations marketing plan.
• Question What is a mission statement? (or
  business mission)

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9
Basic terms - 500 points

• Answer This term, often known by its three
  letter abbreviation, is a subgroup of a single
  business (or a collection of related businesses
  in a large organization.)
• Question What is a strategic business unit
  (SBU)?

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Sources of Competitive Advantage - 100 points

• Answer This curve shows that costs decline at a
  predictable rate as experience with a product
  increases.
• Question What is an experience curve?

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11
Sources of Competitive Advantage - 200 points

• Answer This category of competitive advantage
  exists when a firm provides something unique that
  is valued by customer beyond simply offering a
  low price. (ex a strong dealer network for
  Caterpillar Corp.)
• Question What is a competitive advantage?

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12
Sources of Competitive Advantage - 300 points

• Answer An example of this type of competitive
  advantage can be found at DuPont, where
  technicians created a process for producing
  titanium dioxide which gives DuPont a 20 cost
  advantage over its competitors.
• Question What is a cost competitive
  advantage?

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13
Sources of Competitive Advantage - 400 points

• Answer This means of creating a competitive
  advantage is defined as the features of a product
  or service that signal value to a customer. For
  example, a foil package may connote luxury to a
  customer.
• Question What are value impressions?

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Sources of Competitive Advantage - 500 points

• Answer This type of competitive advantage is
  created/achieved when a firm targets and
  effectively serves a small segment of the market.
  It may be the only viable option for a small
  company with limited resources potentially facing
  large competitors.
• Question What is a niche competitive
  advantage?

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15
In the Mix - 100 points

• Answer The other name for the marketing mix.
• Question What is the four Ps?

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16
In the Mix - 200 points

• Answer The start of the marketing mix, this P is
  often considered the heart of the marketing mix.
• Question What is product?

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In the Mix - 300 points

• Answer This P involves all the business
  activities concerned with storing and
  transporting raw materials or finished products.
• Question What is place?

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In the Mix - 400 points

• Answer The P that the buyer must give up in
  order to obtain a product.
• Question What is price?

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19
In the Mix - 500 points

• Answer The job of this P is to inform, educate,
  persuade, and remind.
• Question What is promotion?

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Strategic Alternatives - 100 points (market
penetration, market development, product
development, diversification)

• Answer An example of this strategy is when
  Burger King advertises to current customers,
  encouraging them to eat at Burger King more
  frequently.
• Question What is a market penetration
  strategy?

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21
Strategic Alternatives - 200 points (market
penetration, market development, product
development, diversification)

• Answer An example of this strategy would be a
  hair styling salon, which had formerly targeted
  women, begins to offer a new product line (e.g.,
  clothing) for men.
• Question What is a diversification strategy?

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22
Strategic Alternatives - 300 points (market
penetration, market development, product
development, diversification)

• Answer An example of this type of strategy
  would be when Coca-Cola introduced a new product
  (Fruitopia) to its existing markets.
• Question What is a product development
  strategy?

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23
Strategic Alternatives - 400 points (market
penetration, market development, product
development, diversification)

• Answer An example of this strategy is
  McDonalds entry into China with its current
  product mix.
• Question What is a market development
  strategy?

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24
Strategic Alternatives - 500 points (market
penetration, market development, product
development, diversification)

• Answer Marketers who follow this strategy
  frequently do so because they are confident that
  they understand the needs of their existing
  markets. They know what customers like/dislike
  about current products and their unmet needs.
• Question What is a product development
  strategy?

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25
Inside the Box - 100 points (answer/questions
from chapter boxes)

• Answer By protecting its secret recipe,
  In-N-Out burger is leveraging this core element
  of its marketing mix.
• Question What is its product?

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26
Inside the Box - 200 points (answer/questions
from chapter boxes)

• Answer Texas utility companies are using this
  element of the marketing mix to fuel what might
  be considered unethical competition with rivals.
• Question What is its promotion?

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27
Inside the Box - 300 points (answer/questions
from chapter boxes)

• Answer The type of competitive advantage
  achieved by SVA, a Shanghai-based electronics
  company, through cheap labor and product design.
• Question What is cost competitive advantage?

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28
Inside the Box - 400 points (answer/questions
from chapter boxes)

• Answer Cirque du Soleils five world tours,
  four permanent facilities, and one permanent
  theater are part of this element in the companys
  marketing mix.
• Question What is its place (distribution) ?

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29
Inside the Box - 500 points (answer/questions
from chapter boxes)

• Answer According to the Marketing in
  Entertainment box, Hallmark has begun using this
  strategy of developing new customers for its
  established products.
• Question What is a market development strategy?

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30
Select another chapter
Who Wants to Be a Marketer? Round 2
Go to Final Challenge!
Chapter 2 Strategic Planning
Whats the Plan?
Competitive Advantage
Of the following...
SWOT
Potpourri
100 200 300 400 500
100 200 300 400 500
100 200 300 400 500
100 200 300 400 500
100 200 300 400 500
Click on a point value to select an
answer/question
31
Whoops! Youve clicked on an area other than a
point value or button. Please click below to
return to the main answer board.
Click to Return to the Answer Board
32
Whats the Plan? - 100 points (answers/questions
concerning writing/implementing plans)

• Answer It is a written document that acts as a
  guidebook of marketing activities for the
  marketing manager.
• Question What is a marketing plan?

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33
Whats the Plan? - 200 points (answers/questions
concerning writing/implementing plans)

• Answer It is a statement of what is to be
  accomplished through marketing activities.
• Question What is a marketing objective?

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34
Whats the Plan? - 300 points (answers/questions
concerning writing/implementing plans)

• Answer This one-word term involves evaluating
  marketing results in light of goals and
  correcting actions that do not help achieve
  stated goals.
• Question What is control?

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35
Whats the Plan? - 400 points (answers/questions
concerning writing/implementing plans)

• Answer Defining your business too narrowly.
• Question What is a marketing myopia?

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36
Whats the Plan? - 500 points (answers/questions
concerning writing/implementing plans)

• Answer Described as the broadest control
  device, it is a thorough, systematic, periodic
  evaluation of the goals, strategies, structure,
  and performance of the marketing organization.
• Question What is a marketing audit?

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37
SWOT - 100 points

• Answer It is what S.W.O.T stands for.
• Question What is strengths, weaknesses,
  opportunities, and threats?

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38
SWOT - 200 points

• Answer It is where a SWOT analysis is typically
  located in the marketing plan.
• Question What is the situation analysis?

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39
SWOT - 300 points

• Answer Marketing managers do this when examining
  external opportunities and threats. It is
  defined as the collection and interpretation of
  information about the external environment that
  may affect the future of the organization or its
  plans.
• Question What is environmental scanning?

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40
SWOT - 400 points

• Answer These primarily focus on a study of the
  internal environment surrounding an organization.
• Question What are strengths and weaknesses?

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41
SWOT - 500 points

• Answer These primarily focus on a study of the
  external environment surrounding an organization.
• Question What are opportunities and threats?

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42
Of the following - 100 points

• Answer Of the following, it is the one that is
  NOT one of the 4 Ps of marketing.
• Product
• Price
• Promotion
• Production
• Place
• Question What is production?

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43
Of the following - 200 points

• Answer Of the following, the one that is not a
  type of competitive advantage.
• sustainable
• niche
• cost
• assimilation
• Question What is assimilation?

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44
Of the following - 300 points

• Answer Of the following, it is the term that
  describes pursuing new markets with existing
  products.
• Market penetration
• Market development
• Product development
• Diversification
• Question What is market development?

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45
Of the following - 400 points

• Answer Of the following, one way a company can
  build a cost competitive advantage.
• tariffs
• experienced labor
• product innovations
• Question What is product innovations?

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46
Of the following - 500 points

• Answer Of the following statements by three
  different businesses, the one that is most
  closely associated with marketing myopia.
• We are in the transportation business.
• We are in the compact disc manufacturing
  business.
• We are in the entertainment business.
• Question What is we are in the compact disc
  manufacturing business.

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47
Competitive Advantage - 100 points

• Answer Between increase or decrease, it is
  direction that the experience curve suggests that
  unit costs should go over time.
• Question What is decrease?

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48
Competitive Advantage - 200 points

• Answer It is defined as the set of unique
  features of a company and its products that are
  perceived by the target market as significant and
  superior to the competition.
• Question What is a competitive advantage?

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49
Competitive Advantage - 300 points

• Answer The disassembling of a product to gain
  clues to the manufacturing process.
• Question What is an reverse engineering?

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50
Competitive Advantage - 400 points

• Answer Example of companies which possess this
  category of competitive advantage are
• Nieman Marcus (retail)
• Caterpillar (strong dealer network)
• Maytag (product reliability)
• Federal Express (service)
• Question What is a differentiation competiti
  ve advantage?

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51
Open Challenge!!!
Determine how much of your total you want to
wager, then click below.
Go to the Open Challenge Question!
52
Competitive Advantage - Open Challenge

• Answer Of the following, the one that is NOT a
  source of a cost competitive advantage.
• Experience Curve
• Reengineering
• Value Impressions
• Question What is/are value impressions?

Back to the answer board
53
Potpourri - 100 points

• Answer Also known as the 4 Ps of marketing,
  this term refers to a unique blend of product,
  distribution, promotion, and pricing strategies
  to produce mutually satisfying exchanges with a
  target market.
• Question What is the marketing mix?

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54
Potpourri - 200 points

• Answer This term describes a strategy of selling
  the same products to new markets of customers.
• Question What is market development?

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55
Potpourri - 300 points

• Answer This statement should focus on the
  market(s) and organization wants to serve and
  should answer two fundamental questions of an
  organization What business are we in? and
  Where are we going?
• Question What is the mission statement?

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56
Potpourri - 400 points

• Answer This term refers to a description and
  estimation of the size and sales potential of
  market segments that are of interest to the firm
  and the assessment of key competitors in each of
  those segments.
• Question What is a marketing opportunity
  analysis?

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57
Potpourri - 500 points

• Answer It is a term which describes a business
  that is defined in terms of goods and services,
  rather than in terms of the benefits consumers
  seek.
• Question What is marketing myopia?

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And now, its time for
Final Challenge!!!

• Directions
• Get two pieces of paper.
• On one piece, write your teams wager.
• Use the other piece of paper to write the
• question for the final challenge answer.

Click here for the Final Challenge Answer
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Final Challenge!

• Answer Perhaps the most critical element in
  successful strategic planning.
• Question What is the top management
  support?

Thanks for playing Who Wants to be a Marketer!