科特勒市场营销第二章习题与答案Word格式文档下载.docx

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科特勒市场营销第二章习题与答案Word格式文档下载.docx

3)Whichofthefollowingprovidesananswertothesequestions:

Whatisourbusiness?

Whoareourcustomers?

Whatdoourcustomersvalue?

Whatshouldourbusinessbe?

A)objectivesandgoals

B)amissionstatement

C)abusinessportfolio

D)marketingandfunctionalstrategies

E)operationalstrategies

B

AACSB:

Communication

4)________shouldbemarketorientedanddefinedintermsof________.

A)Annualplans;

productneeds

B)Strategicplans;

companyneeds

C)Long-rangeplans;

companyneeds

D)Missionstatements;

customers'

needs

E)Objectives;

competitors'

threats

D

5)Allofthefollowingareaccurateguidelinesforacompany'

smissionstatementEXCEPTwhichone?

A)Amissionstatementshouldberealistic.

B)Amissionstatementshouldbenarrow.

C)Amissionstatementshouldemphasizethecompany'

sstrengthsinthemarketplace.

D)Amissionstatementshouldbespecific.

E)Amissionstatementshouldmotivateemployees.

3PageRef:

6)Acompany'

smissionstatementservesasastatementof________.

A)fact

B)values

C)purpose

D)financialgoals

E)employeecommitment

7)WhichofthefollowingisNOTamarket-orientedbusinessdefinition?

A)"

tomaketheInternetbuyingexperiencefast,easy,andenjoyable"

B)"

toselltoolsandhomerepairandimprovementitems"

C)"

todeliverlowpriceseveryday"

D)"

tobetheguardianofourcustomers'

financialdreams"

E)"

tobringaspirationandinnovationtoeveryathleteintheworld"

40

ReflectiveThinking

8)Allofthefollowingareexamplesofproduct-orientedmissionstatements,EXCEPTwhichone?

Weprovideonlineservices."

Werunthemeparks."

Wesellshoes."

Weselllifestyleandself-expression;

successandstatus;

memories,hopes,anddreams."

Werenthotelrooms."

9)Whichofthefollowingistheprincipleobjectiveofamarket-orientedmissionstatement?

A)tosatisfybasiccustomerneeds

B)tosatisfybasicsupplierneeds

C)tosatisfybasicstockholderneeds

D)tosatisfybasicownerneeds

E)tosatisfybasicpartnershipneeds

A

10)Thecollectionofbusinessesandproductsthatmakeupacompanyiscalledits________.

A)strategicbusinessunit

B)missionstatement

C)strategicplan

D)businessportfolio

E)operationalfactor

41

2-2

11)Whichofthefollowingcanbeacompanydivision,aproductlinewithinadivision,orsometimesasingleproductorbrand?

A)amarket

B)theBCG

C)anSBU

D)aPLC

E)avaluedeliverynetwork

12)Aftermanagementhasidentifiedthekeybusinessesmakingupitscompany,whatisthenextstepinportfolioanalysis?

A)identifyingbusinessesinwhichtoinvest

B)assessingtheattractivenessofitsSBUs

C)decidingwhethertoharvestanybusinesses

D)completingshort-rangeplanning

E)identifyingSBUs

13)Thebestknownproductportfolioplanningmethodwasdevelopedby________.

A)theBostonConsultingGroup

B)PhilipKotler

C)HarvardUniversity

D)theSRIConsultingFirm

E)JamesP.Hess

14)MostportfolioanalysismethodsevaluateSBUsontwodimensions,namely________and________.

A)marketshare;

strengthoftheSBU'

sposition

B)marketdiversification;

relativemarketshare

C)marketorindustryattractiveness;

D)marketgrowthrates;

profits

E)marketpenetration;

marketdevelopment

15)IntheBostonConsultingGroupapproach,________providesameasureofmarketattractiveness.

A)relativemarketshare

B)marketdevelopment

C)marketpenetration

D)marketgrowthrate

E)marketsegmentation

16)IntheBostonConsultingGroupapproach,________servesasameasureofcompanystrengthinthemarket.

C)marketdiversification

17)TheBCGgrowth-sharematrixclassifiesfourtypesoffSBUs.Theyare________,________,________,and________.

A)product;

price;

promotion;

placement

B)sales;

marketshare;

promotion

C)stars;

cashcows;

questionmarks;

dogs

D)planning;

implementing;

leading;

controlling

marketdevelopment;

productdevelopment;

diversification

42

18)IntheBCGapproach,________arehigh-share,high-growthbusinessesorproducts.Theyneedheavyinvestmenttofinancerapidgrowth.Whentheirgrowthslowsdown,theyturninto________.

A)cashcows;

stars

B)questionmarks;

questionmarks

D)stars;

cashcows

E)dogs;

19)________arelow-growth,highsharebusinessesorproducts.TheygeneratealotofcashthatthefirmusestopayitsbillsandsupportotherSBUsthatneedinvestment.

A)Stars

B)Cashcows

C)Questionmarks

D)Dogs

E)Cats

20)ThefourpossiblestrategiesthatcanbepursuedforeachSBUarebuilding,holding,________,and________.

A)harvesting;

divesting

B)promoting;

selling

C)downsizing;

expanding

D)diversifying;

penetrating

E)developing;

growing

21)Whichofthefollowingisausefultoolforidentifyinggrowthopportunities?

A)theBCGmatrix

B)thebusinessportfolio

C)theproduct/marketexpansiongrid

D)thevaluechain

E)thevaluedeliverynetwork

43

22)Starbuckshasintroducedadebitcardthatletscustomersprepayforcoffeeandsnacks.ThiseffortbyStarbucksmanagementisanexampleof________.

A)marketdevelopment

B)productdevelopment

C)diversification

D)marketpenetration

E)productadaptation

43-45

23)Whileavaluableplanningtool,aproblemwithusingtheBCGmatrixcentersisthatitfocuseson________

A)thefutureinsteadofthepresent

B)thepresentinsteadofthefuture

C)financialissuesinsteadofthecustomer

D)thecustomerinsteadofsuppliers

E)thepastinsteadofthepresent

24)Acommonpracticeamongmarketersistoidentifyanddevelopnewmarketsfortheirexistingproducts.Thispracticeiscalled________.

D)marketskimming

E)dualadaptation

45

25)Whichofthefollowingentailsreducingthebusinessportfoliobyeliminatingproductsthatnolongerfitthecompany'

soverallstrategy?

A)marketsegmentation

B)theBCGapproach

C)productlineextension

D)downsizing

E)marketredesign

46

26)Theprocessofcustomer-drivenmarketinginvolveswhichofthefollowing?

adaptation

B)marketsegmentation;

targetmarketing;

differentiation;

positioning

C)marketinganalysis;

planning;

implementation;

feedback

D)analysis;

targeting;

control

E)problemidentification;

informationsearch;

decision;

implementation

49

2-4

27)TodaythefourPsarecomparedtothefourCs.Productandplacearecalled________and________,respectively.

A)convenience;

customersolution

B)customercost;

convenience

C)communication;

D)customersolution;

E)communication;

52

28)InabasicSWOTanalysis,the"

S"

standsfor________.

A)situation

B)solutions

C)satisfactions

D)strengths

E)strategy

53

2-5

29)InSWOTanalysis,whichofthefollowingreferstofactorsintheexternalenvironment?

A)strengths

B)strategies

C)weaknesses

D)opportunities

E)trends

 

30)"

AtNike,wesellshoes"

isamarket-orientedbusinessdefinition.

FALSE

3Page

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