科特勒市场营销第二章习题与答案.docx

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1、Chapter2CompanyandMarketingStrategy:PartneringtoBuildCustomerRelationships1) Whichofthefollowingisthefirststepinstrategicplanning?A) setobjectivesandgoalsB) developthebusinessportfolioC) definethecompanymissionD) planmarketingstrategiesE) identifythreatsandweaknessesAnswer:CDiff:1PageRef:39Skill:Con

2、ceptObjective:2-12) WhichofthefollowingisNOTastepinthestrategicplanningprocess?A) definingthecompanymissionB) settingcompanyobjectivesandgoalsC) designingthebusinessportfolioD) planningmarketingandotherfunctionalstrategiesE) evaluatingallmembersofthevaluechainAnswer:EDiff:2PageRef:39Skill:ConceptObj

3、ective:2-13) Whichofthefollowingprovidesananswertothesequestions:Whatisourbusiness?Whoareourcustomers?Whatdoourcustomersvalue?Whatshouldourbusinessbe?A) objectivesandgoalsB) amissionstatementC) abusinessportfolioD) marketingandfunctionalstrategiesE) operationalstrategiesAnswer:BDiff:2PageRef:39AACSB

4、:CommunicationSkill:ConceptObjective:2-14) shouldbemarketorientedanddefinedintermsof.A) Annualplans;productneedsB) Strategicplans;mpanyneedsC) 1.ong-rangeplans;mpanyneedsD) Missionstatements;customers*needsE) Objectives;mpetitors,threatsAnswer:DDiff:2PageRef:39AACSB:CommunicationSkill:ConceptObjecti

5、ve:2-15) AllofthefollowingareaccurateguidelinesforacompanysmissionstatementEXCEPTwhichone?A) Amissionstatementshouldberealistic.B) Amissionstatementshouldbenarrow.C) Amissionstatementshouldemphasizethempany,sstrengthsinthemarketplace.D) Amissionstatementshouldbespecific.E) Amissionstatementshouldmot

6、ivateemployees.Answer:BDiff:3PageRef:39AACSB:CommunicationSkill:ConceptObjective:2-16) Ampany,smissionstatementservesasastatementof.A)factB)valuesC)purposeD)financialgoalsE)employeecommitmentAnswer:CDiff:2PageRef:39AACSB:CommunicationSkill:ConceptObjective:2-17) WhichofthefollowingisNOTamarket-orien

7、tedbusinessdefinition?A)B)C)D)E)Answer:BDiff:2PageRef:40AACSB:ReflectiveThinkingSkill:ConceptObjective:2-18) Allofthefollowingareexamplesofproduct-orientedmissionstatements,EXCEPTwhichone?A)B)C)D)E)Answer:DDiff:2PageRef:40AACSB:ReflectiveThinkingSkill:ConceptObjective:2-19) Whichofthefollowingisthep

8、rincipleobjectiveofamarket-orientedmissionstatement?A) tosatisfybasiccustomerneedsB) tosatisfybasicsupplierneedsC) tosatisfybasicstockholderneedsD) tosatisfybasicownerneedsE) tosatisfybasicpartnershipneedsAnswer:ADiff:2PageRef:39Skill:ConceptObjective:2-110) Thecollectionofbusinessesandproductsthatm

9、akeupampanyiscalledits.A) strategicbusinessunitB) missionstatementC) strategicplanD) businessportfolioE) operationalfactorAnswer:DDiff:1PageRef:41Skill:ConceptObjective:2-211) Whichofthefollowingcanbeacompanydivision,aproductlinewithinadivision,orsometimesasingleproductorbrand?A) amarketB) theBCGC)

10、anSBUD)aPLCE)avaluedeliverynetworkAnswer:CDiff:2PageRef:41Skill:ConceptObjective:2-212) Aftermanagementhasidentifiedthekeybusinessesmakingupitsmpany,whatisthenextstepinportfolioanalysis?A) identifyingbusinessesinwhichtoinvestB) assessingtheattractivenessofitsSBUsC) decidingwhethertoharvestanybusines

11、sesD) completingshort-rangeplanningE) identifyingSBUsSkill:ConceptObjective:2-213) Thebestknownproductportfolioplanningmethodwasdevelopedby.A) theBostonConsultingGroupB) PhilipKotlerC) Han/ardUniversityD) theSRIConsultingFirmE) JamesP.HessAnswer:ADiff:2PageRef:41Skill:ConceptObjective:2-214) Mostpor

12、tfolioanalysismethodsevaluateSBUsontwodimensions,namelyandA) marketshare;strengthoftheSBU,spositionB) marketdiversification;relativemarketshareC) marketorindustryattractiveness;strengthoftheSBUspositionD) marketgrowthrates;profitsE) marketpenetration;marketdevelopmentAnswer:CDiff:2PageRef:41Skill:Co

13、nceptObjective:2-215) IntheBostonConsultingGroupapproach,providesameasureofmarketattractiveness.A) relativemarketshareB) marketdevelopmentC) marketpenetrationD) marketgrowthrateE) marketsegmentationAnswer:DDiff:2PageRef:41Skill:ConceptObjective:2-216) IntheBostonConsultingGroupapproach,servesasameas

14、ureofcompanystrengthinthemarket.A) relativemarketshareB) marketdevelopmentC) marketdiversificationD) marketgrowthrateE) marketsegmentationAnswer:ADiff:2PageRef:41Skill:ConceptObjective:2-217) TheBCGgrowth-sharematrixclassifiesfourtypesoffSBUs.Theyare,and.A) product;price;promotion;placementB) sales;

15、marketshare;price;promotionC) stars;cashws;questionmarks;dogsD) planning;implementing;leading;controllingE) marketpenetration;marketdevelopment;productdevelopment;diversificationAnswer:CDiff:1PageRef:42Skill:ConceptObjective:2-218) IntheBCGapproach,arehigh-share,high-growthbusinessesorproducts.Theyneedheavyinvestmenttofinancerapidgrowth.Whentheirgrowthslowsdown,theyturnintoA) cashcows;starsB) questionmarks;dogsC) stars;questionmark