Question 141. The text describes the case of Splenda, a product introduced into a market dominated by two other products but successfully differentiated from the competition both in formula and image.

141. The text describes the case of Splenda, a product introduced into a market dominated by two other products but successfully differentiated from the competition both in formula and image. This gives Splenda a sustainable competitive advantage. What is a sustainable competitive advantage? Describe an example of a product or business you have encountered that has developed sustainable competitive advantage. Why is that product or firm advantage sustainable?

142. Your marketing professor, Dr. Marketing, has been asked to participate in the university’s strategic marketing planning process. After completing the planning phase of the process, Dr. Marketer has been asked to assist with the STP analysis. What questions will Dr. Marketing ask? Be specific, this is the university’s strategic marketing planning process.

143. As the text states, “Firms typically are most successful when they focus on those opportunities that build on their strengths relative to those of its competition.” Using the automobile industry in the United States, describe an example of this type of positioning strategy.

144. Your marketing professor, Dr. Marketing, has been asked to participate in the university’s strategic marketing planning process. After completing the planning and STP phases of the process, Dr. Marketer has been asked to assist with the implementing marketing mix and allocating resources. What questions will Dr. Marketing ask? Be specific, this is the university’s strategic marketing planning process.

145. Jami, a sales manager for an industrial materials company, reviews each sales representative’s performance quarterly. He knows business has been good but is surprised to see some reps are selling much more than their goals while others have not meeting their goals. What should Jami do?

146. You and your friend Alison work in different parts of a large firm. In a recent analysis, your area was labeled a “cash cow” and hers was labeled a “question mark.” What things would you do differently in your area than Alison would do in hers?

147. Boston Consulting Group’s Portfolio Analysis classifies a company’s products or product lines into a two-by-two matrix. What are the bases of classification and what are products or product lines in each of the four quadrants called? What marketing strategies are usually considered for each of the four classifications?

148. Your new sales manager, who previously worked for Boston Consulting Group, directs each sales rep to “toss out the dogs,” “exploit the stars,” and “milk the cows.” What should you do?

149. After finishing his marketing degree, Ryan inherited the family shrimp shack restaurant. The restaurant is a small, local institution that beach visitors have been coming to for decades. Ryan wants to make his business grow and is considering either a market penetration or market development strategy. Describe what Ryan will likely do if he pursues either strategy.

150. Garden Gate is a one location nursery business, selling plants and flowers for home gardeners. The new owners want to grow through either a product development or diversification strategy. What will the owners likely do if they pursue either strategy?

151. Tyler is eager to demonstrate what he learned in his marketing course, and he suggested to his supervisor that the firm should add scenario planning to its overall marketing planning efforts. His supervisor was not exactly excited

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