莫利亚提《广告学:原理与实务(第11版)》题库chapter 8.doc
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莫利亚提《广告学:原理与实务(第11版)》题库chapter 8.doc
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Advertising&IMC:
PrinciplesandPractice,11e(Moriartyetal.)
Chapter8StrategicPlanning
1)________istheprocessofidentifyingaproblem,determiningobjectives,decidinguponstrategies,andimplementingtactics.
A)Insightmining
B)Situationanalysis
C)Strategicresearch
D)Strategicplanning
E)Marketingresearch
Answer:
D
LearningObjective:
8.1:
Explainthedifferencebetweenobjectives,strategies,andtacticsinstrategicplanningaswellasthethreelevelsofplanningandhowtheyareconnected.
Difficulty:
Easy
2)________aregoalstobeaccomplishedwithastrategicplan.
A)Strategies
B)Objectives
C)Tactics
D)Motives
E)Needs
Answer:
B
LearningObjective:
8.1:
Explainthedifferencebetweenobjectives,strategies,andtacticsinstrategicplanningaswellasthethreelevelsofplanningandhowtheyareconnected.
Difficulty:
Moderate
3)________areconcernedwithhowtoaccomplishobjectivesoutlinedinastrategicplan.
A)Strategies
B)Needs
C)Visions
D)Motives
E)Insights
Answer:
A
LearningObjective:
8.1:
Explainthedifferencebetweenobjectives,strategies,andtacticsinstrategicplanningaswellasthethreelevelsofplanningandhowtheyareconnected.
Difficulty:
Easy
4)________aretheactionsthatmakethestrategicplancometolife.
A)Strategies
B)Objectives
C)Tactics
D)Motives
E)Insights
Answer:
C
LearningObjective:
8.1:
Explainthedifferencebetweenobjectives,strategies,andtacticsinstrategicplanningaswellasthethreelevelsofplanningandhowtheyareconnected.
Difficulty:
Easy
5)Strategicplanningfortheorganizationasawholeisaprocessthatbeginswiththe________.
A)marketingplan
B)initialinvestment
C)businessplan
D)brandcommunicationplan
E)SWOTanalysis
Answer:
C
LearningObjective:
8.1:
Explainthedifferencebetweenobjectives,strategies,andtacticsinstrategicplanningaswellasthethreelevelsofplanningandhowtheyareconnected.
Difficulty:
Moderate
6)Astrategicbusinessunitisbestdefinedas________.
A)afullyfunctioningorganizationwithinalargercompany
B)alloftheproductlinesofferedbyacorporation
C)afunctionaldepartmentwithinacorporation
D)abrand
E)acorporation
Answer:
A
LearningObjective:
8.1:
Explainthedifferencebetweenobjectives,strategies,andtacticsinstrategicplanningaswellasthethreelevelsofplanningandhowtheyareconnected.
Difficulty:
Easy
7)Whichconceptisameasurementthatshowswhether,ingeneral,thecostsofconductingthebusinessaremorethanmatchedbytherevenueproducedinreturn?
A)SWOT
B)SBU
C)IMC
D)the4Ps
E)ROI
Answer:
E
LearningObjective:
8.1:
Explainthedifferencebetweenobjectives,strategies,andtacticsinstrategicplanningaswellasthethreelevelsofplanningandhowtheyareconnected.
Difficulty:
Moderate
8)Atwhichplanninglevelareobjectivesfocusedonmaximizingprofitandreturnoninvestment?
A)advertising
B)IMC
C)marketing
D)tactical
E)corporate
Answer:
E
LearningObjective:
8.1:
Explainthedifferencebetweenobjectives,strategies,andtacticsinstrategicplanningaswellasthethreelevelsofplanningandhowtheyareconnected.
Difficulty:
Moderate
9)Formostorganizations,strategicplanningstartswith________.
A)formulatingabusinessmissionstatement
B)identifyingthetargetmarket
C)determiningtherequiredreturn-on-investment
D)conductinganinternalandexternalenvironmentanalysis
E)creatingthemarketingmix
Answer:
A
LearningObjective:
8.1:
Explainthedifferencebetweenobjectives,strategies,andtacticsinstrategicplanningaswellasthethreelevelsofplanningandhowtheyareconnected.
Difficulty:
Moderate
10)A(n)________assessestheexternalandinternalenvironmentsthataffectmarketingoperations.
A)situationanalysis
B)point-in-timeanalysis
C)strategicbusinessunitanalysis
D)missionstatement
E)actionplan
Answer:
A
LearningObjective:
8.1:
Explainthedifferencebetweenobjectives,strategies,andtacticsinstrategicplanningaswellasthethreelevelsofplanningandhowtheyareconnected.
Difficulty:
Easy
11)Adamisassistinginthedevelopmentofhiscompany'smarketingplan,andhehasbeenassignedtoassesstheexternalandinternalenvironmentsthataffectthemarketingoperations.Hewillbelookingatthecompany'shistory,products,andbrands,aswellasthecompetitiveenvironment,consumertrends,andothermarketplacetrendsthataffecttheproductcategory.WhattypeofanalysisisAdamconducting?
A)businessanalysis
B)competitiveanalysis
C)internal/externalanalysis
D)situationanalysis
E)categoryanalysis
Answer:
D
LearningObjective:
8.1:
Explainthedifferencebetweenobjectives,strategies,andtacticsinstrategicplanningaswellasthethreelevelsofplanningandhowtheyareconnected.
Difficulty:
Moderate
12)InaSWOTanalysis,a(n)________isapositivetraitorcondition.
A)strength
B)win
C)benefit
D)target
E)opportunity
Answer:
A
LearningObjective:
8.1:
Explainthedifferencebetweenobjectives,strategies,andtacticsinstrategicplanningaswellasthethreelevelsofplanningandhowtheyareconnected.
Difficulty:
Moderate
13)SWOTanalysisisatypeof________.
A)situationanalysis
B)brandstrategy
C)featureanalysis
D)perceptualanalysis
E)consumerinsight
Answer:
A
LearningObjective:
8.1:
Explainthedifferencebetweenobjectives,strategies,andtacticsinstrategicplanningaswellasthethreelevelsofplanningandhowtheyareconnected.
Difficulty:
Moderate
14)Whichtermreferstothepercentageofthecategorypurchasesthataremadebythebrand'scustomers?
A)customerequity
B)return-on-investment
C)shareofmarket
D)shareofvoice
E)customervalue
Answer:
C
LearningObjective:
8.1:
Explainthedifferencebetweenobjectives,strategies,andtacticsinstrategicplanningaswellasthethreelevelsofplanningandhowtheyareconnected.
Difficulty:
Easy
15)Whatisthemostimportantpartofthemarketingplanformarcommanagers?
A)businessobjectives
B)perceptualmapping
C)brandstrategy
D)insightmining
E)situationanalysis
Answer:
C
LearningObjective:
8.1:
Explainthedifferencebetweenobjectives,strategies,andtacticsinstrategicplanningaswellasthethreelevelsofplanningandhowtheyareconnected.
Difficulty:
Easy
16)Whichofthefollowingreferstothefundamentalprinciplesthatguidetheoperationsofabusiness?
A)visionstatement
B)missionstatement
C)businessphilosophy
D)socialphilosophy
E)competitiveadvantage
Answer:
C
LearningObjective:
8.1:
Explainthedifferencebetweenobjectives,strategies,andtacticsinstrategicplanningaswellasthethreelevelsofplanningandhowtheyareconnected.
Difficulty:
Easy
17)Whichofthefollowingreferstoadescriptionofwhatseniormanagementseesasanorganization'sfuture?
A)visionstatement
B)missionstatement
C)businessphilosophy
D)socialphilosophy
E)competitiveadvantage
Answer:
A
LearningObjective:
8.1:
Explainthedifferencebetweenobjectives,strategies,andtacticsinstrategicplanningaswellasthethreelevelsofplanningandhowtheyareconnected.
Difficulty:
Easy
18)Acompanywithacorporatemissionthatreflectsitsdesiretodogoodhasa________marketingphilosophy.
A)competitive
B)societal
C)visionary
D)situational
E)value
Answer:
B
LearningObjective:
8.1:
Explainthedifferencebetweenobjectives,strategies,andtacticsinstrategicplanningaswellasthethreelevelsofplanningandhowtheyareconnected.
Difficulty:
Easy
AACSB:
Ethicalunderstandingandreasoning
19)Whichofthefollowingmonitorstheentirebusinessplanningprocess?
A)strategyformulation
B)tacticalformulation
C)implementation
D)research
E)feedbackandcontrol
Answer:
E
LearningObjective:
8.1:
Explainthedifferencebetweenobjectives,strategies,andtacticsinstrategicplanningaswellasthethreelevelsofplanningandhowtheyareconnected.
Difficulty:
Moderate
20)Whichofthefollowingistypicallydonefirstintheprocessofdevelopingamarketingplan?
A)selectingmarketingobjectives
B)selectingtargetmarkets
C)developingmarketingmixstrategies
D)identifyingthreatsandopportunities
E)designingactionplans
Answer:
D
LearningObjective:
8.1:
Explainthedifferencebetweenobjectives,strategies,andtacticsinstrategicplanningaswellasthethreelevelsofplanningandhowtheyareconnected.
Difficulty:
Moderate
21)Howoftenisthetypicalmarketingplanevaluated?
A)everytenyears
B)everyfiveyears
C)everyyear
D)everysixmonths
E)everymonth
Answer:
C
LearningObjective:
8.1:
Explainthedifferencebetweenobjectives,strategies,andtacticsinstrategicplanningaswellasthethreelevelsofplanningandhowtheyareconnected.
Difficulty:
Moderate
22)TheOinSWOTanalysisstandsfor________.
A)ownership
B)opportunities
C)on-site
D)off-site
E)objectives
Answer:
B
LearningObjective:
8.1:
Explainthedifferencebetweenobjectives,strategies,andtacticsinstrategicplanningaswellasthethreelevelsofplanningandhowtheyareconnected.
Difficulty:
Easy
23)TheTinSWOTanalysisstandsfor________.
A)time
B)team
C)trade
D)tactics
E)threats
Answer:
E
LearningObjective:
8.1:
Explainthedifferencebetweenobjectives,strategies,andtacticsinstrategicplanningaswellasthethreelevelsofplanningandhowtheyareconnected.
Difficulty:
Easy
24)TheWinSWOTanalysisstandsfor________.
A)wins
B)wages
C)weaknesses
D)whys
E)websites
Answer:
C
LearningObjective:
8.1:
Ex
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- 关 键 词:
- 广告学:原理与实务第11版 莫利亚提广告学:原理与实务第11版题库chapter 莫利亚提 广告学 原理 实务 11 题库 chapter