kotler02tifMarketing management习题.doc

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1、Chapter 2: Developing Marketing Strategies and PlansGENERAL CONCEPT QUESTIONSMultiple Choice 1.A key ingredient of the marketing management process is insightful, _ marketing strategies and plans that can guide marketing activities. a.creativeb.measurablec.macrod.microe.nicheAnswer: aPage: 35Level o

2、f difficulty: Medium2.According to a chapter story about H&M clothing stores, H&M is able to put products out quickly and inexpensively by all of the following EXCEPT _.a.having few middlemen and owning no factoriesb.buying large volumesc.having extensive experience in the clothing industry d.having

3、 a great knowledge of which goods should be bought from which markets e.having total control of its distribution channel from the time the goods are produced until the time they are soldAnswer: ePage: 36Level of difficulty: Hard3.The task of any business is to deliver _ at a profit. a.customer needs

4、 b.productsc.customer valued.products and servicese.improved quality Answer: cPage: 36Level of difficulty: Medium4.In a hypercompetitive economy such as ours, a company can win only by fine-tuning the value delivery process and choosing, providing, and _ superior municatingb.selecting target markets

5、 posingd.developinge.researchingAnswer: aPage: 36Level of difficulty: Medium5.The traditional view of marketing is that the firm makes something and then _ it.a.marketsb.sellsc.distributesd.prices e.servicesAnswer: bPage: 36Level of difficulty: Easy6.Today, the “mass-market” is actually splintering

6、into numerous _, each with its own wants, perceptions, preferences, and buying criteria.a.micromarketsb.market targetsc.macromarketsd.customer cliquese.demographic unitsAnswer: aPage: 37Level of difficulty: Medium7.The first phase of the value creation and delivery sequence is _ that represents the

7、“homework” marketing must do before any product exists.a.choosing the valueb.market researchc.target marketingd.service consideratione.projective thinkingAnswer: aPage: 37Level of difficulty: Medium8. The last step in the value creation and delivery sequence is _ the value where the sales force, sal

8、es promotion, advertising, and other communication tools announce and promote the municatingd.reversinge.researchingAnswer: cPage: 37Level of difficulty: Medium9.The Japanese have refined the value delivery process to include a component that emphasizes _. a.zero servicingb.zero customer feedback ti

9、mec.zero promotiond.zero dependency on intermediariese.zero marketing costs Answer: bPage: 38Level of difficulty: Medium10.The _ is a tool for identifying ways to create more customer value.a.value chainb.customer surveyc.brand loyalty indexd.promotion channele.supplier database Answer: aPage: 38Lev

10、el of difficulty: Easy11. The _ identifies nine strategically relevant activities that create value and cost in a specific business.a.value propositionb.value chainc.mission statementd.annual reporte.managers logAnswer: bPage: 38Level of difficulty: Medium12. The _ in the value chain cover the seque

11、nce of bringing materials into the business (inbound logistics), converting them into final products (operations), shipping out final products (outbound logistics), marketing them (marketing and sales), and servicing them (service).a.operations processb.manufacturing processc.primary activitiesd.sec

12、ondary activitiese.tertiary activitiesAnswer: cPage: 38Level of difficulty: Medium13.Procurement, technology development, human resource management, and firm infrastructure are handled in certain specialized departments and are called _. a.materials handlingb.support activitiesc.inventory activities

13、d.primary activitiese.benchmark activitiesAnswer: bPage: 38Level of difficulty: Hard14.The firm should estimate its competitors costs and performances as _ against which to compare its own costs and petitionb.standardsc.challengesd.benchmarkse.moveable standardsAnswer: dPage: 38Level of difficulty:

14、Easy15.The firms success depends not only on how well each department performs its work, but also on how well the various departmental activities are coordinated to conduct _.a.core strategiesb.satellite businessesc.core valuesd.core business processese.core technologiesAnswer: dPage: 38Level of dif

15、ficulty: Medium16.With respect to core business processes, all the activities involved in gathering market intelligence, disseminating it within the organization, and acting on the information is referred to as the _.a.market sensing processb.market research processc.target marketing processd.market

16、 pulse processe.deployment processAnswer: aPage: 38Level of difficulty: Medium17.With respect to the core business processes, all the activities involved in researching, developing, and launching new high-quality offerings quickly and within budget are referred to as the _.a.new product processb.new

17、 offering realization processc.product development processd.product launch processe.return on investment processAnswer: bPage: 38Level of difficulty: Hard18.With respect to the core business processes, the _ is considered to be all the activities involved in defining target markets and prospecting f

18、or new customers.a.customer acquisition processb.customer relationship management processc.fulfillment management processd.customer prospecting processe.customer equity processAnswer: aPage: 38Level of difficulty: Medium19.A good way to describe the _ would be discuss all the activities involved in

19、building deeper understanding, relationships, and offerings to individual customers.a.customer acquisition processb.customer relationship management processc.customer prospecting processd.customer fulfillment management processe.customer equity processAnswer: bPage: 38Level of difficulty: Medium20.A

20、nother way to describe a value delivery network (partnering with specific suppliers and distributors) is to call it a _.a.teamwork groupb.cabalc.domestic power centerd.link to relationshipse.supply chainAnswer: ePage: 39Level of difficulty: Easy21. The key to utilizing organizational core competenci

21、es is to _ that make up the essence of the business. a.make the competencies pay for themselvesb.own all intermediaries who come in contact with your goods and servicesc.own and nurture the resources and competenciesd.emphasize global promotions e.segment workforces Answer: cPage: 39Level of difficu

22、lty: Hard22.We can say that a _ has three characteristics: (1) It is a source of competitive advantage in that it makes a significant contribution to perceived customer benefits, (2) it has applications in a wide variety of markets, and (3) it is difficult for competitors to imitate.a.core competenc

23、yb.business strategyc.core technologyd.strategic business unite.winning strategyAnswer: aPage: 39Level of difficulty: Medium23.Core competencies tend to refer to areas of special technical and production expertise, where _ tend to describe excellence in broader business processes.a.process benchmark

24、sb.distinctive capabilitiesc.core business valuesd.value statementse.mission statementsAnswer: bPage: 40Level of difficulty: Medium24.George Day sees market-driven organizations as excelling in three distinctive capabilities: _, customer linking, and channel bonding.a.target marketingb.market resear

25、ch c.fulfilling customer needsd.market sensinge.customer service relationshipsAnswer: dPage: 40Level of difficulty: Medium25.Competitors find it hard to imitate companies such as Southwest Airlines, Dell, or IKEA because they are unable to copy their _.a.product innovationsb.distribution strategyc.p

26、ricing policiesd.activity systemse.logistics systemAnswer: dPage: 40Level of difficulty: Hard26.One conception of holistic marketing views it as “integrating the value exploration, _, and value delivery activities with the purpose of building long-term, mutually satisfying relationships and co-prosp

27、erity among key stakeholders.”a.value creationb.value propositionc.value managementd.value researche.value chainAnswer: aPage: 40Level of difficulty: Hard27.Holistic marketers achieve profitable growth by expanding customer share, _, and capturing customer lifetime value.a.undermining competitive co

28、mpetencies b.building customer loyaltyc.milking the market for product desiresd.renewing a customer basee.inspecting all market share dataAnswer: bPage: 40Level of difficulty: Medium28.The holistic marketing framework is designed to address three key management questions. Which of the following is o

29、ne of those questions?a.Value claimshow does the company deal with value erosion?b.Value propositionhow can value propositions be made profitable?c.Value chainare there weak links in the companys value chaind.Value networkhow can a company effectively network?e.Value explorationhow can a company ide

30、ntify new value opportunities?Answer: ePage: 41Level of difficulty: Hard29.The customers _ reflects existing and latent needs and includes dimensions such as the need for participation, stability, freedom, and petence spaceb.resource spacec.emotional spaced.relationship spacee.cognitive spaceAnswer:

31、 ePage: 41Level of difficulty: Medium30.The companys _ can be described in terms of breadthbroad versus focused scope of business; and depthphysical versus knowledge-based capabilities. a.business missionb.core strategyc.cognitive petency spacee.resource spaceAnswer: dPage: 41Level of difficulty: Me

32、dium 31.The collaborators _ involves horizontal partnerships, where companies choose partners based on their ability to exploit related market opportunities, and vertical partnerships, where companies choose partners based on their ability to serve their value creation.a.resource petency spacec.cogn

33、itive spaced.rational spacee.service spaceAnswer: aPage: 41Level of difficulty: Medium32.Business realignment may be necessary to maximize core competencies. Which of the following would be one of the steps in this realignment process? a.Reviewing all macro relationships.b.Reviewing global outreach

34、projections.c.Redefining the business concept (the “big idea”).d.Reviewing successes from e-commerce (if any).e.Revamping the ethics statement.Answer: cPage: 41Level of difficulty: Medium33._ allows the company to discover who its customers are, how they behave, and what they need or want. It also e

35、nables the company to respond appropriately, coherently, and quickly to different customer opportunities.a.Network managementb.Strategic managementc.Marketing managementd.Customer relationship managemente.Total quality managementAnswer: dPage: 41Level of difficulty: Medium34.To respond effectively a

36、nd provide value delivery, the company requires _ to integrate major business processes (e.g., order processing, general ledger, payroll, and production) within a single family of software modules. a.human resource managementb.internal auditing managementc.internal resource managementd.strategic man

37、agemente.marketing managementAnswer: cPage: 41Level of difficulty: Hard 35.With respect to value delivery, _ allows the company to handle complex relationships with its trading partners to source, process, and deliver products.a.a value matrix b.a global distribution policyc.a business development s

38、trategyd.business partnership managemente.total quality managementAnswer: dPage: 41Level of difficulty: Medium36. Successful marketing requires having capabilities such as understanding _, creating customer value, delivering customer value, capturing customer value, and sustaining customer value.a.c

39、ustomer loyaltyb.customer perksc.customer retentiond.customer valuee.customer benefitsAnswer: dPage: 41Level of difficulty: Easy37.According to a McKinsey research study, which of the following is one of the main challenges that marketing must face in the twenty-first century? a.The threat of ethics

40、-based lawsuits.b.Doing more with less.c.Hostile takeover attempts.d.Increasing control by big government.e.Being independent of the distribution process.Answer: bPage: 42Level of difficulty: Medium38.Strategic planning in the twenty-first century calls for action in three key areas. Which of these

41、key areas deals specifically with devising a long-term game plan for achieving long-run objectives? a.Creating a viable business opportunity.b.Producing a strategic fit.c.Developing an investment portfolio.d.Expanding core competencies.e.Establishing a strategy.Answer: ePage: 42Level of difficulty:

42、Medium39.Most large companies consist of four organizational levels: the _, the division level, the business unit level, and the product level.a.board of director levelb.major stakeholder levelc.management team leveld.corporate levele.strategic levelAnswer: dPage: 43Level of difficulty: Easy40.The _

43、 is the central instrument for directing and coordinating the marketing effort. a.strategic planb.marketing planc.tactical pland.customer value statemente.corporate missionAnswer: bPage: 43Level of difficulty: Medium41.The _ lays out the target markets and the value proposition that will be offered,

44、 based on an analysis of the best market opportunities.a.organizational planb.strategic marketing planc.corporate tactical pland.corporate missione.customer value statementAnswer: bPage: 43Level of difficulty: Medium42.In which of the following plans would we most likely find directions for implemen

45、ting and addressing daily challenges and opportunities in product features, promotion, merchandising, pricing, sales channels, and service areas.a.The tactical marketing plan.b.The target marketing plan.c.The deployment plan.d.The product launch plan.e.The product development plan.Answer: aPage: 43Leve