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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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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