市场营销老师博客资料.docx
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市场营销老师博客资料
第一章
Multiple-Choice
1.Centraltoanydefinitionofmarketingis_____.
A.demandmanagement
B.transactions
C.customerrelationships
D.makingasale
2.____isdefinedasasocialandmanagerialprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughvaluecreation.
A.Selling
B.Advertising
C.Barter
D.Noneoftheabovearecorrect
3.Whenbackedbybuyingpower,wantsbecome____.
A.socialneeds
B.demands
C.physicalneeds
D.self-esteemneeds
4._____referstosellersbeingpreoccupiedwiththeirownproductsandlosingsightofunderlyingconsumerneeds.
A.Sellingmyopia
B.Marketing
C.Selling
D.Marketingmyopia
5.Allofthefollowingphrasesreflectthemarketingconcept,exceptwhichone?
A.Wedon’thaveaMarketingDepartment,wehaveaCustomerDepartment.
B.Wemakeithappenforyou.
C.Westayclosetocustomers.
D.Puttingprofitsaheadofcustomerneedsiscriticaltothehealthofthefirm.
6.The_____isausefulphilosophyinsituationswhentheproduct’scostistoohigh
andmarketerslookforwaystobringitdown.
A.sellingconcept
B.productconcept
C.productionconcept
D.marketingconcept
7.HenryFord’sphilosophywastoperfecttheModelTsothatitscostcouldbe
reducedfurtherforincreasedconsumeraffordability.Thisreflectsthe_____.
A.productconcept
B.marketingconcept
C.sellingconcept
D.productionconcept
8.Firmsfollowthe____whentheyfaceovercapacity.
A.productconcept
B.sellingconcept
C.productionconcept
D.marketingconcept
9.Mostfirmsfollowthe_____philosophy,whichholdsthatconsumerswillnotbuyenoughofthefirm’sproductsunlessitundertakesalarge-scalesellingandpromotioneffort.
A.product-orientation
B.production-orientation
C.marketingorientation
D.sellingorientation
10.The____startswiththefactory,focusinguponthecompany’sexistingproducts;itcallsforheavysellingandpromotiontoobtainprofitablesales.
A.marketingconcept
B.productionconcept
C.productconcept
D.sellingconcept
11.Thesetofmarketingtoolsafirmusestoimplementitsmarketingstrategyiscalled
the____.
A.promotionmix
B.productmix
C.marketingmix
D.TQM
12.Poolingresourceswithotherfirmsinordertosucceedbeyondmanaging
thesupplychainillustratesthe_____partnership.
A.management-contracting
B.licensing
C.supply-chainmanagement
D.strategicalliance
13.Aleveragesrelationshipswithits35millioncustomersbyoffering
themmusic,videos,gifts,toys,consumerelectronics,officeproducts,amongother
productitems.Basedonpreviouspurchasehistory,thecompanyrecommendsrelated
CDs,booksorvideosthatmightbeofinterest.ThishelpsAcapturea
greater_____.
A.marketshare
B.customer-lifetimevalue
C.shareofcustomer
D.profitability
14.Therapidpaceof____hasallowedcompaniestogreatlyexpandtheirgeographicalmarketcoverage,purchasing,andmanufacturing.
A.technology
B.change
C.travel
D.Globalization
15.The____conceptholdsthatfirmsmuststrivetodelivervaluetocustomersinawaythatmaintainsorimprovesboththeconsumer’sandsociety’swellbeing.
A.marketingconcept
B.sellingconcept
C.productconcept
D.societal-marketingconcept
答案：
CDBDDCDBDDCDCDD
True/False
88.Sellingismanagingprofitablecustomerrelationships.
89.Product,price,placeandpromotionmakeuptheelementsofafirm’smarketingmix.
91.Themarketingprocessbegins,continues,andendswithprofits.
96.Marketingoffersincludeproducts,services,information,orexperiencestoa
markettosatisfyaneedorwant.
106.Theproductionconceptandproductconceptaretwophilosophiesthatcanboth
leadtomarketingmyopia.
答案：
FTFTT
Essay
Comparethesellingandmarketingphilosophiesunderwhichorganizationscarryouttheirmarketingstrategies.Listthekeycomponentsofeachphilosophy.
Selling:
factory---existingproducts---sellingandpromoting----profitsthroughsalesvolume
Marketing:
market----customerneeds---integratedmarketing---profitsthroughcustomersatisfaction
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第三、四章
1.__a___isthetaskofselectinganoverallcompanystrategyforlong-runsurvivalandgrowth.
a.Strategicmarketplanning
b.Annualmarketplanning
c.Short-termplanning
d.Noneoftheaboveiscorrect
2.Whatisourbusiness?
Whoisourcustomer?
Whatdoourcustomersvalue?
Whatshouldour
businessbe?
Allthesesimple-soundingquestionsdefineafirm’s__b___.
a.objectivesandgoals
b.missionstatement
c.businessportfolio
d.marketingandfunctionalstrategies
3.Allofthefollowingareaccuratedescriptionsofacompany’smissionstatement,exceptwhichone?
d
a.Missionstatementshouldberealistic.
b.Missionstatementshouldbebroad.
c.Missionstatementshouldfitthemarketenvironment.
d.Missionstatementsshouldbewrittenfor‘publicrelations’purposes.
Thepurposeof__g___istofindwaysinwhichthecompanycanbestuseitsstrengthstotakeadvantageofattractiveopportunitiesintheenvironment.
e.amarket
f.anSBU
g.strategicplanning
h.short-termplanning
4.TheBCGgrowth-sharematrixclassifiesfourtypesofSBUs.Theyare_____,_____,_____and__c___.
a.product;price;placeandpromotion
b.sales;marketshare;priceandpromotion
c.stars;cashcows;questionmarksanddogs
d.noneoftheaboveiscorrect
5.IntheBCGapproach,___d__arehighshare-highgrowthbusinessesorproducts.Theyneedheavyinvestmenttofinancerapidgrowth.Whentheirgrowthslowsdown,theyturninto_____.
a.cashcows;stars
b.questionmarks;dogs
c.stars;questionmarks
d.stars;cashcows
6.Disneyisidentifyinganddevelopingnewmarketsforitsthemeparks.Disneyisexploringpossibilitiesfor___b__.
a.marketpenetration
b.marketdevelopment
c.Japan
d.productdevelopment
7.JackWelch,GE’sformerCEOoncetoldhisemployees:
“Companiescan’tgivejobsecurity.Only___c__can!
”
a.CEOs
b.government
c.customers
d.alloftheabove
8.Evaluatingtheresultsofmarketingstrategiesandplansandtakingcorrectiveactiontoensurethatobjectivesareattainediscalled__a___.
a.marketingcontrol
b.strategiccontrol`
c.operatingcontrol
d.noneoftheabove
9.Themarketingcontrolprocessentailsthefollowingstepsinorder:
settinggoals,__d___,evaluatingperformanceand_____.
a.evaluatinggoals;measuringperformance
b.achievinggoals;measuringperformance
c.takingcorrectiveaction;measuringperformance
d.measuringperformance;takingcorrectiveaction
10.Monsantooperatesinmanybusinesses,includingpharmaceuticalsandfoodproducts.Thecompanydefinesits__a___ascreating“abundantfoodandahealthyenvironment.”
a.objectives
b.goals
c.productportfolio
d.mission
11.ToincreaseitsU.S.marketshare,Starbuckshassteppedupeffortsintheareasof
productavailabilityandpromotion.Theseareexamplesofbroad__b___.
a.marketingobjectives
b.marketingstrategies
c.marketinggoals
d.noneoftheaboveiscorrect
12.McDonald’shastraditionallybeenpreoccupiedwithitscurrentbusinessesandhow
tokeepthemgoing.Ithasbeenaccusedofbeingcomplacentwhenitcomestoopportunitiesinitsconstantlychangingenvironment.___c__involvesadaptingMcDonaldstocapitalizeuponopportunitiesinitsconstantlychangingenvironment.
a.Long-rangeplanning
b.Annualplanning
c.Strategicplanning
d.Noneoftheabove
13.Starbuckshasintroducedadebitcard,whichletscustomersprepayforcoffeeand
snacks.Starbucksmanagementisconsideringwhetherthecompanycanachievedeeper_d___.
a.marketdevelopment
b.productdevelopment
c.diversification
d.marketpenetration
75.Underthe___d__organizationalformatofmarketingdepartments,differentmarketing
activitiesareheadedbyafunctionalspecialist.
a.geographic
b.productmanagement
c.marketmanagement
d.functional
81.IntheBostonConsultingGroupapproach,__d___provide（s）ameasureofmarket
attractiveness.
a.relativemarketshare
b.SBUs
c.cashcows
d.marketgrowthrate
True/False
86.Accordingtotheauthorsofyourtext,manymanagersthink"implementation"isas
importantasorevenmoreimportantthan"control."strategy
87.IntheBostonConsultingGroupapproach,relativemarketshareprovidesameasure
ofmarketattractiveness.
91.Thefirststepinstrategicplanningistodefinethecompanymission.
99.Guidedbymarketingstrategy,thecompanydesignsamarketingmixmadeupof
factorsunderitscontrol—product,price,place,andpromotion.
100.Acompanywithlimitedresourcesmightdecidetoserveallsegmentsofamarket.
101.Marketingmixisthesetofuncontrollable,marketingtoolsthatthefirmcan
usetoinfluencethedemandforitsproduct.
103.HolidayInnhasdividedthetotalcustomermarketintosmallersegmentsand
selectedthemostpromisingsegments.Decidingwhatpositionitwantstooccupyinthesesegmentsiscalledtargeting.
FFTTFFT
Essay
116.Definestrategicplanning.Discussthestepsinstrategicplanning.
Answer:
Theprocessofdevelopingandmaintainingastrategicfitbetweentheorganization'sgoalsandcapabilitiesanditschangingmarketingopportunitiesiscalledstrategicmarketplanning.Attheoutset,beginningatthecorporatelevel,eachcompanymustdefineitsoverallpurposeandmission.Whatisourbusiness?
Whoisthecustomer?
Whatdoourcustomersvalue?
Answerstothesequestionsarecrucialinwritingaclearmissionstatement.Thus,missionstatementsneedtobecarefullydefinedintermsofcustomerneeds.Missionsshouldberealistic,motivating,andfitthemarketenvironment.Missionslead
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