MKt 304 Chapter 2【荐】.pptVIP

* The purpose of this exercise is to help students extend their conceptual knowledge of the strategic marketing planning process, specifically as it relates to the broad types of strategies that a firm might choose to pursue. For each of the four strategic opportunities (market penetration, market development, product development, and diversification), students are shown statements describing marketing actions undertaken in the context of specific brands. Students are expected to select the statement description that best illustrates the particular type of strategic opportunity that is under consideration. For complete information and suggestions on using this Interactive Exercise, please refer to the “Notes on the Interactive Exercise” section for this chapter in the Multimedia Lecture Support Package to Accompany Basic Marketing. That same information is available as a Word document in the assets folder for the PowerPoint file. This slide relates to material on pp. 50-51. ?Indicates place where slide “builds” to include the corresponding point (upon mouse click). Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 2-* * ANSWER: B Checking your knowledge (answer explanation): Selection ‘B’ is the best option because the university is trying to increase enrollment (sales) by selling established summer-school program classes (present products) to students at home for the summer (new markets). This is the definition of market development. (p. 50) Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 2-* This slide relates to material on pp. 50. * Summary Overview Starbucks Corporation’s corporate sales program is a good example of market penetration. Starbucks practices market penetration in this ad by attempting to increase sales of the firm’s present products in its present markets. The company is also attempting to take customer relationship management to the next level. Key Issues The Sta