科特勒市场营销第二章习题与答案.docx
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科特勒市场营销第二章习题与答案.docx
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科特勒市场营销第二章习题与答案
Chapter2CompanyandMarketingStrategy:
PartneringtoBuildCustomerRelationships
1)Whichofthefollowingisthefirststepinstrategicplanning?
A)setobjectivesandgoals
B)developthebusinessportfolio
C)definethecompanymission
D)planmarketingstrategies
E)identifythreatsandweaknesses
Answer:
C
Diff:
1PageRef:
39
Skill:
Concept
Objective:
2-1
2)WhichofthefollowingisNOTastepinthestrategicplanningprocess?
A)definingthecompanymission
B)settingcompanyobjectivesandgoals
C)designingthebusinessportfolio
D)planningmarketingandotherfunctionalstrategies
E)evaluatingallmembersofthevaluechain
Answer:
E
Diff:
2PageRef:
39
Skill:
Concept
Objective:
2-1
3)Whichofthefollowingprovidesananswertothesequestions:
Whatisourbusiness?
Whoareourcustomers?
Whatdoourcustomersvalue?
Whatshouldourbusinessbe?
A)objectivesandgoals
B)amissionstatement
C)abusinessportfolio
D)marketingandfunctionalstrategies
E)operationalstrategies
Answer:
B
Diff:
2PageRef:
39
AACSB:
Communication
Skill:
Concept
Objective:
2-1
4)________shouldbemarketorientedanddefinedintermsof________.
A)Annualplans;productneeds
B)Strategicplans;companyneeds
C)Long-rangeplans;companyneeds
D)Missionstatements;customers'needs
E)Objectives;competitors'threats
Answer:
D
Diff:
2PageRef:
39
AACSB:
Communication
Skill:
Concept
Objective:
2-1
5)Allofthefollowingareaccurateguidelinesforacompany'smissionstatementEXCEPTwhichone?
A)Amissionstatementshouldberealistic.
B)Amissionstatementshouldbenarrow.
C)Amissionstatementshouldemphasizethecompany'sstrengthsinthemarketplace.
D)Amissionstatementshouldbespecific.
E)Amissionstatementshouldmotivateemployees.
Answer:
B
Diff:
3PageRef:
39
AACSB:
Communication
Skill:
Concept
Objective:
2-1
6)Acompany'smissionstatementservesasastatementof________.
A)fact
B)values
C)purpose
D)financialgoals
E)employeecommitment
Answer:
C
Diff:
2PageRef:
39
AACSB:
Communication
Skill:
Concept
Objective:
2-1
7)WhichofthefollowingisNOTamarket-orientedbusinessdefinition?
A)"tomaketheInternetbuyingexperiencefast,easy,andenjoyable"
B)"toselltoolsandhomerepairandimprovementitems"
C)"todeliverlowpriceseveryday"
D)"tobetheguardianofourcustomers'financialdreams"
E)"tobringaspirationandinnovationtoeveryathleteintheworld"
Answer:
B
Diff:
2PageRef:
40
AACSB:
ReflectiveThinking
Skill:
Concept
Objective:
2-1
8)Allofthefollowingareexamplesofproduct-orientedmissionstatements,EXCEPTwhichone?
A)"Weprovideonlineservices."
B)"Werunthemeparks."
C)"Wesellshoes."
D)"Weselllifestyleandself-expression;successandstatus;memories,hopes,anddreams."
E)"Werenthotelrooms."
Answer:
D
Diff:
2PageRef:
40
AACSB:
ReflectiveThinking
Skill:
Concept
Objective:
2-1
9)Whichofthefollowingistheprincipleobjectiveofamarket-orientedmissionstatement?
A)tosatisfybasiccustomerneeds
B)tosatisfybasicsupplierneeds
C)tosatisfybasicstockholderneeds
D)tosatisfybasicownerneeds
E)tosatisfybasicpartnershipneeds
Answer:
A
Diff:
2PageRef:
39
Skill:
Concept
Objective:
2-1
10)Thecollectionofbusinessesandproductsthatmakeupacompanyiscalledits________.
A)strategicbusinessunit
B)missionstatement
C)strategicplan
D)businessportfolio
E)operationalfactor
Answer:
D
Diff:
1PageRef:
41
Skill:
Concept
Objective:
2-2
11)Whichofthefollowingcanbeacompanydivision,aproductlinewithinadivision,orsometimesasingleproductorbrand?
A)amarket
B)theBCG
C)anSBU
D)aPLC
E)avaluedeliverynetwork
Answer:
C
Diff:
2PageRef:
41
Skill:
Concept
Objective:
2-2
12)Aftermanagementhasidentifiedthekeybusinessesmakingupitscompany,whatisthenextstepinportfolioanalysis?
A)identifyingbusinessesinwhichtoinvest
B)assessingtheattractivenessofitsSBUs
C)decidingwhethertoharvestanybusinesses
D)completingshort-rangeplanning
E)identifyingSBUs
Answer:
B
Diff:
2PageRef:
41
Skill:
Concept
Objective:
2-2
13)Thebestknownproductportfolioplanningmethodwasdevelopedby________.
A)theBostonConsultingGroup
B)PhilipKotler
C)HarvardUniversity
D)theSRIConsultingFirm
E)JamesP.Hess
Answer:
A
Diff:
2PageRef:
41
Skill:
Concept
Objective:
2-2
14)MostportfolioanalysismethodsevaluateSBUsontwodimensions,namely________and________.
A)marketshare;strengthoftheSBU'sposition
B)marketdiversification;relativemarketshare
C)marketorindustryattractiveness;strengthoftheSBU'sposition
D)marketgrowthrates;profits
E)marketpenetration;marketdevelopment
Answer:
C
Diff:
2PageRef:
41
Skill:
Concept
Objective:
2-2
15)IntheBostonConsultingGroupapproach,________providesameasureofmarketattractiveness.
A)relativemarketshare
B)marketdevelopment
C)marketpenetration
D)marketgrowthrate
E)marketsegmentation
Answer:
D
Diff:
2PageRef:
41
Skill:
Concept
Objective:
2-2
16)IntheBostonConsultingGroupapproach,________servesasameasureofcompanystrengthinthemarket.
A)relativemarketshare
B)marketdevelopment
C)marketdiversification
D)marketgrowthrate
E)marketsegmentation
Answer:
A
Diff:
2PageRef:
41
Skill:
Concept
Objective:
2-2
17)TheBCGgrowth-sharematrixclassifiesfourtypesoffSBUs.Theyare________,________,________,and________.
A)product;price;promotion;placement
B)sales;marketshare;price;promotion
C)stars;cashcows;questionmarks;dogs
D)planning;implementing;leading;controlling
E)marketpenetration;marketdevelopment;productdevelopment;diversification
Answer:
C
Diff:
1PageRef:
42
Skill:
Concept
Objective:
2-2
18)IntheBCGapproach,________arehigh-share,high-growthbusinessesorproducts.Theyneedheavyinvestmenttofinancerapidgrowth.Whentheirgrowthslowsdown,theyturninto________.
A)cashcows;stars
B)questionmarks;dogs
C)stars;questionmarks
D)stars;cashcows
E)dogs;cashcows
Answer:
D
Diff:
2PageRef:
41
Skill:
Concept
Objective:
2-2
19)________arelow-growth,highsharebusinessesorproducts.TheygeneratealotofcashthatthefirmusestopayitsbillsandsupportotherSBUsthatneedinvestment.
A)Stars
B)Cashcows
C)Questionmarks
D)Dogs
E)Cats
Answer:
B
Diff:
2PageRef:
42
Skill:
Concept
Objective:
2-2
20)ThefourpossiblestrategiesthatcanbepursuedforeachSBUarebuilding,holding,________,and________.
A)harvesting;divesting
B)promoting;selling
C)downsizing;expanding
D)diversifying;penetrating
E)developing;growing
Answer:
A
Diff:
3PageRef:
42
Skill:
Concept
Objective:
2-2
21)Whichofthefollowingisausefultoolforidentifyinggrowthopportunities?
A)theBCGmatrix
B)thebusinessportfolio
C)theproduct/marketexpansiongrid
D)thevaluechain
E)thevaluedeliverynetwork
Answer:
C
Diff:
1PageRef:
43
Skill:
Concept
Objective:
2-2
22)Starbuckshasintroducedadebitcardthatletscustomersprepayforcoffeeandsnacks.ThiseffortbyStarbucksmanagementisanexampleof________.
A)marketdevelopment
B)productdevelopment
C)diversification
D)marketpenetration
E)productadaptation
Answer:
D
Diff:
3PageRef:
43-45
AACSB:
ReflectiveThinking
Skill:
Concept
Objective:
2-2
23)Whileavaluableplanningtool,aproblemwithusingtheBCGmatrixcentersisthatitfocuseson________
A)thefutureinsteadofthepresent
B)thepresentinsteadofthefuture
C)financialissuesinsteadofthecustomer
D)thecustomerinsteadofsuppliers
E)thepastinsteadofthepresent
Answer:
B
Diff:
3PageRef:
42
Skill:
Concept
Objective:
2-2
24)Acommonpracticeamongmarketersistoidentifyanddevelopnewmarketsfortheirexistingproducts.Thispracticeiscalled________.
A)marketdevelopment
B)productdevelopment
C)marketpenetration
D)marketskimming
E)dualadaptation
Answer:
A
Diff:
1PageRef:
45
Skill:
Concept
Objective:
2-2
25)Whichofthefollowingentailsreducingthebusinessportfoliobyeliminatingproductsthatnolongerfitthecompany'soverallstrategy?
A)marketsegmentation
B)theBCGapproach
C)productlineextension
D)downsizing
E)marketredesign
Answer:
D
Diff:
1PageRef:
46
Skill:
Concept
Objective:
2-2
26)Theprocessofcustomer-drivenmarketinginvolveswhichofthefollowing?
A)product;price;promotion;adaptation
B)marketsegmentation;targetmarketing;differentiation;positioning
C)marketinganalysis;planning;implementation;feedback
D)analysis;targeting;implementation;control
E)problemidentification;informationsearch;decision;implementation
Answer:
B
Diff:
2PageRef:
49
Skill:
Concept
Objective:
2-4
27)TodaythefourPsarecomparedtothefourCs.Productandplacearecalled________and________,respectively.
A)convenience;customersolution
B)customercost;convenience
C)communication;customersolution
D)customersolution;convenience
E)communication;convenience
Answer:
D
Diff:
3PageRef:
52
Skill:
Concept
Objective:
2-4
28)InabasicSWOTanalysis,the"S"standsfor________.
A)situation
B)solutions
C)satisfactions
D)strengths
E)strategy
Answer:
D
Diff:
1PageRef:
53
Skill:
Concept
Objective:
2-5
29)InSWOTanalysis,whichofthefollowingreferstofactorsintheexternalenvironment?
A)strengths
B)strategies
C)weaknesses
D)opportunities
E)trends
Answer:
D
Diff:
2PageRef:
53
Skill:
Concept
Objective:
2-5
30)"AtNike,wesellshoes"isamarket-orientedbusinessdefinition.
Answer:
FALSE
Diff:
3Page
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