Chapter 9 Building a learning capability for effective strategic decision making
Quiz
In a highly competitive market the key challenge for international marketers is to:
Target markets that are most likely to be successful
Target regions that fit the organisations portfolio
Streamline the product range
Strike a balance between standardising some aspects of the portfolio across regions or world and adapting others to local needs
The testing of a concept on customers, carrying out analyses in order to prepare a business and investment case and designing packaging are all part of which management process:
Business rationalisation
New product development
Streamlining
Business re-development
New product development is a process that is:
Interdependent
Rational or irrational
Spontaneous
linear or simultaneous
At the heart of marketing services and yield management is the constant challenge to:
Maintain high stock levels
Match supply and demand
Keep costs down
Keep suppliers informed
For organisations with an identity that incorporates design, symbols and logos, when operating on an international basis it is essential for them to:
Adapt to cultural differences
Avoid the colour red
Have consistency across global markets
Use a neutral design
A pivotal role in strategic marketing decisions is played by:
Pricing
Stock levels
Production numbers
The managers whim’s
Activity based costing is used to measure and cost:
The effectiveness of the marketing team
The time taken to deliver products to the customers
The Resources used for every activity in the organisation
The cost of transport
In order to obtain the maximum output for expensive assets, the challenge for firms delivering services is to:
Balance supply and demand for products and services
Ensure more services are available around the clock
Reduce services in order to save money
Reduce service hours
Organisation’s that have limited ability or willingness to control prices and so follow the market leaders strategy and respond reactively to changes in price are referred to as:
Price makers
Price motivators
Price takers
Price reactors
Within International markets one of the three pricing strategies that tend to be adopted by organisations is: