科特勒市场营销第二章习题与答案

1、Chapter 2 Company and Marketing Strategy: Partnering to Build Customer Relationships1) Which of the following is the first step in strategic planning?A) set objectives and goalsB) develop the business portfolioC) define the company missionD) plan marketing strategiesE) identify threats and weaknesse

2、sAnswer: CDiff: 1Page Ref: 39Skill: ConceptObjective: 2-12) Which of the following is NOT a step in the strategic planning process?A) defining the company missionB) setting company objectives and goalsC) designing the business portfolioD) planning marketing and other functional strategiesE) evaluati

3、ng all members of the value chainAnswer: EDiff: 2Page Ref: 39Skill: ConceptObjective: 2-13) Which of the following provides an answer to these questions: What is our business? Who are our customers? What do our customers value? What should our business be? A) objectives and goalsB) a mission stateme

4、ntC) a business portfolioD) marketing and functional strategiesE) operational strategiesAnswer: BDiff: 2Page Ref: 39AACSB: CommunicationSkill: ConceptObjective: 2-14) _ should be market oriented and defined in terms of _. A) Annual plans; product needsB) Strategic plans; company needs C) Long-range

5、plans; company needsD) Mission statements; customers needsE) Objectives; competitors threatsAnswer: DDiff: 2Page Ref: 39AACSB: CommunicationSkill: ConceptObjective: 2-15) All of the following are accurate guidelines for a companys mission statement EXCEPT which one? A) A mission statement should be

6、realistic.B) A mission statement should be narrow.C) A mission statement should emphasize the companys strengths in the marketplace.D) A mission statement should be specific.E) A mission statement should motivate employees.Answer: BDiff: 3Page Ref: 39AACSB: CommunicationSkill: ConceptObjective: 2-16

7、) A companys mission statement serves as a statement of _.A) factB) valuesC) purposeD) financial goalsE) employee commitmentAnswer: CDiff: 2Page Ref: 39AACSB: CommunicationSkill: ConceptObjective: 2-17) Which of the following is NOT a market-oriented business definition?A) to make the Internet buyin

8、g experience fast, easy, and enjoyableB) to sell tools and home repair and improvement itemsC) to deliver low prices every dayD) to be the guardian of our customers financial dreamsE) to bring aspiration and innovation to every athlete in the worldAnswer: BDiff: 2Page Ref: 40AACSB: Reflective Thinki

9、ngSkill: ConceptObjective: 2-18) All of the following are examples of product-oriented mission statements, EXCEPT which one? A) We provide online services.B) We run theme parks.C) We sell shoes.D) We sell lifestyle and self-expression; success and status; memories, hopes, and dreams.E) We rent hotel

10、 rooms.Answer: DDiff: 2Page Ref: 40AACSB: Reflective ThinkingSkill: ConceptObjective: 2-19) Which of the following is the principle objective of a market-oriented mission statement?A) to satisfy basic customer needsB) to satisfy basic supplier needsC) to satisfy basic stockholder needsD) to satisfy

11、basic owner needsE) to satisfy basic partnership needsAnswer: ADiff: 2Page Ref: 39Skill: ConceptObjective: 2-110) The collection of businesses and products that make up a company is called its _.A) strategic business unitB) mission statementC) strategic planD) business portfolioE) operational factor

12、Answer: DDiff: 1Page Ref: 41Skill: ConceptObjective: 2-211) Which of the following can be a company division, a product line within a division, or sometimes a single product or brand?A) a marketB) the BCGC) an SBUD) a PLCE) a value delivery networkAnswer: CDiff: 2Page Ref: 41Skill: ConceptObjective:

13、 2-212) After management has identified the key businesses making up its company, what is the next step in portfolio analysis?A) identifying businesses in which to investB) assessing the attractiveness of its SBUsC) deciding whether to harvest any businessesD) completing short-range planningE) ident

14、ifying SBUsAnswer: BDiff: 2Page Ref: 41Skill: ConceptObjective: 2-213) The best known product portfolio planning method was developed by _.A) the Boston Consulting GroupB) Philip KotlerC) Harvard UniversityD) the SRI Consulting FirmE) James P. HessAnswer: ADiff: 2Page Ref: 41Skill: ConceptObjective:

15、 2-214) Most portfolio analysis methods evaluate SBUs on two dimensions, namely _ and _.A) market share; strength of the SBUs positionB) market diversification; relative market shareC) market or industry attractiveness; strength of the SBUs positionD) market growth rates; profitsE) market penetratio

16、n; market developmentAnswer: CDiff: 2Page Ref: 41Skill: ConceptObjective: 2-215) In the Boston Consulting Group approach, _ provides a measure of market attractiveness. A) relative market shareB) market developmentC) market penetrationD) market growth rateE) market segmentationAnswer: DDiff: 2Page R

17、ef: 41Skill: ConceptObjective: 2-216) In the Boston Consulting Group approach, _ serves as a measure of company strength in the market. A) relative market shareB) market developmentC) market diversificationD) market growth rateE) market segmentationAnswer: ADiff: 2Page Ref: 41Skill: ConceptObjective

18、: 2-217) The BCG growth-share matrix classifies four types off SBUs. They are _ , _ , _ , and _.A) product; price; promotion; placementB) sales; market share; price; promotionC) stars; cash cows; question marks; dogsD) planning; implementing; leading; controllingE) market penetration; market develop

19、ment; product development; diversificationAnswer: CDiff: 1Page Ref: 42Skill: ConceptObjective: 2-218) In the BCG approach, _ are high-share, high-growth businesses or products. They need heavy investment to finance rapid growth. When their growth slows down, they turn into _.A) cash cows; starsB) qu

20、estion marks; dogsC) stars; question marksD) stars; cash cowsE) dogs; cash cowsAnswer: DDiff: 2Page Ref: 41Skill: ConceptObjective: 2-219) _ are low-growth, high share businesses or products. They generate a lot of cash that the firm uses to pay its bills and support other SBUs that need investment.

21、 A) StarsB) Cash cowsC) Question marksD) DogsE) CatsAnswer: BDiff: 2Page Ref: 42Skill: ConceptObjective: 2-220) The four possible strategies that can be pursued for each SBU are building, holding, _, and _.A) harvesting; divestingB) promoting; sellingC) downsizing; expandingD) diversifying; penetrat

22、ingE) developing; growingAnswer: ADiff: 3Page Ref: 42Skill: ConceptObjective: 2-221) Which of the following is a useful tool for identifying growth opportunities?A) the BCG matrixB) the business portfolioC) the product/market expansion gridD) the value chainE) the value delivery networkAnswer: CDiff

23、: 1Page Ref: 43Skill: ConceptObjective: 2-222) Starbucks has introduced a debit card that lets customers prepay for coffee and snacks. This effort by Starbucks management is an example of _.A) market developmentB) product developmentC) diversificationD) market penetrationE) product adaptationAnswer:

24、 DDiff: 3Page Ref: 43-45AACSB: Reflective ThinkingSkill: ConceptObjective: 2-223) While a valuable planning tool, a problem with using the BCG matrix centers is that it focuses on _A) the future instead of the present B) the present instead of the future C) financial issues instead of the customerD)

25、 the customer instead of suppliersE) the past instead of the presentAnswer: BDiff: 3Page Ref: 42Skill: ConceptObjective: 2-224) A common practice among marketers is to identify and develop new markets for their existing products. This practice is called _.A) market developmentB) product developmentC

26、) market penetrationD) market skimmingE) dual adaptationAnswer: ADiff: 1Page Ref: 45Skill: ConceptObjective: 2-225) Which of the following entails reducing the business portfolio by eliminating products that no longer fit the companys overall strategy?A) market segmentationB) the BCG approachC) prod

27、uct line extensionD) downsizingE) market redesignAnswer: DDiff: 1Page Ref: 46Skill: ConceptObjective: 2-226) The process of customer-driven marketing involves which of the following?A) product; price; promotion; adaptationB) market segmentation; target marketing; differentiation; positioning C) mark

28、eting analysis; planning; implementation; feedback D) analysis; targeting; implementation; control E) problem identification; information search; decision; implementation Answer: BDiff: 2Page Ref: 49Skill: ConceptObjective: 2-427) Today the four Ps are compared to the four Cs. Product and place are

29、called _ and _, respectively.A) convenience; customer solutionB) customer cost; convenienceC) communication; customer solutionD) customer solution; convenienceE) communication; convenienceAnswer: DDiff: 3Page Ref: 52Skill: ConceptObjective: 2-428) In a basic SWOT analysis, the S stands for _. A) sit

30、uationB) solutionsC) satisfactionsD) strengthsE) strategyAnswer: DDiff: 1Page Ref: 53Skill: ConceptObjective: 2-529) In SWOT analysis, which of the following refers to factors in the external environment?A) strengthsB) strategiesC) weaknesses D) opportunitiesE) trendsAnswer: DDiff: 2Page Ref: 53Skil

31、l: ConceptObjective: 2-530) At Nike, we sell shoes is a market-oriented business definition. Answer: FALSEDiff: 3Page Ref: 40AACSB: Reflective ThinkingSkill: ApplicationObjective: 2-131) The major activity in strategic planning is strategic business unit planning, whereby management evaluates the pr

32、oducts and businesses making up the company. Answer: FALSEDiff: 2Page Ref: 41Skill: ConceptObjective: 2-232) The purpose of strategic planning is to find ways in which your company can best use its strengths to take advantage of attractive opportunities in the environment.Answer: TRUEDiff: 2Page Ref

33、: 41Skill: ConceptObjective: 2-233) In the BCG matrix, dogs are low-growth businesses and products that do not generate enough cash to maintain themselves.Answer: FALSEDiff: 3Page Ref: 42Skill: ConceptObjective: 2-234) When a firm finds products or businesses that no longer fit its overall strategy,

34、 it must carefully milk, harvest, or better develop them.Answer: FALSEDiff: 2Page Ref: 46Skill: ConceptObjective: 2-235) A market segment consists of consumers who respond in different ways to a given set of marketing efforts.Answer: FALSEDiff: 1Page Ref: 49Skill: ConceptObjective: 2-436) When a com

35、pany positions its product, it should first identify possible customer value differences within a market segment that could be the basis of a competitive advantage for the product.Answer: TRUEDiff: 3Page Ref: 50Skill: ConceptObjective: 2-437) The marketing mix consists of product, price, place, posi

36、tioning, and promotion.Answer: FALSEDiff: 2Page Ref: 48AACSB: Analytic SkillsSkill: ApplicationObjective: 2-438) The four marketing management functions are analysis, planning, implementation, and control.Answer: FALSEDiff: 1Page Ref: 53Skill: ConceptObjective: 2-539) Define strategic planning. Disc

37、uss the steps involved. Answer: The process of developing and maintaining a strategic fit between the organizations goals and capabilities and its marketing opportunities is called strategic planning. At the outset, beginning at the corporate level, each company must define its overall purpose and m

38、ission. What is our business? Who is the customer? What do our customers value? Answers to these questions are crucial in writing a clear mission statement. Mission statements need to be carefully defined in terms of customer needs. Missions should be realistic, motivating, and fit the market enviro

39、nment. Missions then lead to setting business and marketing objectives/goals in the planning process. This is followed by decisions regarding what portfolio of businesses and products is best for the company and how much support to give each one. Next, each business and product develops detailed marketing and other functional strategies. In this step, plans are drawn at the business unit, product, and mark