1、科特勒市场营销题库2016新版chapter2Principles of Marketing, 16e (Kotler)Chapter 2 Company and Marketing Strategy: Partnering to Build Customer Relationships1) _ is the process of developing and maintaining a crucial fit between the organizations goals and capabilities and its changing marketing opportunities.A)
2、 BenchmarkingB) SWOT analysisC) Market segmentationD) Strategic planningE) DiversificationAnswer: DAACSB: Analytical thinkingSkill: ConceptObjective: LO 2.1: Explain company-wide strategic planning and its four steps.Difficulty: Easy2) Which of the following is true with regard to strategic planning
3、?A) At the corporate level, the company starts the strategic planning process by determining what portfolio of businesses and products is best for the company.B) A strategic plan deals with a companys short-term goals.C) The focus of strategic planning is to define a game plan for long-run survival
4、and growth.D) The strategic plan is a statement of an organizations purpose.E) Strategic planning involves identifying segments of consumers with identical preferences. Answer: CAACSB: Analytical thinkingSkill: ConceptObjective: LO 2.1: Explain company-wide strategic planning and its four steps.Diff
5、iculty: Moderate3) Which of the following is the first step in strategic planning?A) setting short-term goalsB) developing the business portfolioC) defining the organizational missionD) formulating the key marketing strategiesE) identifying the organizations weaknesses and the threats it facesAnswer
6、: CAACSB: Analytical thinkingSkill: ConceptObjective: LO 2.1: Explain company-wide strategic planning and its four steps.Difficulty: Easy4) 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 bu
7、siness portfolioD) planning marketing and other functional strategiesE) evaluating members of the companys value chainAnswer: EAACSB: Analytical thinkingSkill: ConceptObjective: LO 2.1: Explain company-wide strategic planning and its four steps.Difficulty: Easy5) A _ documents an organizations purpo
8、sewhat it wants to accomplish in the larger environment.A) vision statementB) mission statementC) business portfolioD) value propositionE) product strategyAnswer: BSkill: ConceptObjective: LO 2.1: Explain company-wide strategic planning and its four steps.Difficulty: Easy6) Mission statements should
9、 _ and be defined in terms of _.A) be technology oriented; meeting the self-actualization needs of customersB) be product oriented; satisfying the esteem needs of customersC) embody the companys short-term plans; current opportunitiesD) be market oriented; satisfying basic customer needsE) address s
10、ales and profits; the net return on investmentsAnswer: DSkill: ConceptObjective: LO 2.1: Explain company-wide strategic planning and its four steps.Difficulty: Moderate7) A mission statement serves as a _.A) statement of the organizations net profitsB) plan for short-term sustainabilityC) statement
11、of the organizations purposeD) statement of the organizations current liabilitiesE) reward plan for the organizations highly-skilled employeesAnswer: CSkill: ConceptObjective: LO 2.1: Explain company-wide strategic planning and its four steps.Difficulty: Easy8) Which of the following is NOT a market
12、-oriented business definition?A) We empower customers to realize their dreams.B) We make high-quality consumer food products.C) We sell success and status.D) We create the Hilton experience.E) We bring innovation to every home.Answer: BAACSB: Analytical thinkingSkill: ConceptObjective: LO 2.1: Expla
13、in company-wide strategic planning and its four steps.Difficulty: Moderate9) Companies that define their missions in terms of products or technologies are considered myopic primarily because _.A) products and technologies result in low returns on investmentB) consumer preferences with regard to prod
14、ucts and technology are difficult to predictC) consumer preferences for different product categories vary from time to timeD) products and technologies eventually become outdatedE) most consumers are not comfortable using sophisticated technology during the buying process Answer: DAACSB: Analytical
15、thinkingSkill: ConceptObjective: LO 2.1: Explain company-wide strategic planning and its four steps.Difficulty: Moderate10) Orion Inc. operates in many industries, including pharmaceuticals and food products. The companys goal is to create abundant and affordable food for all and a healthy environme
16、nt. This represents Orions _.A) marketing planB) product mixC) business portfolioD) marketing mixE) mission statementAnswer: EAACSB: Analytical thinkingSkill: ApplicationObjective: LO 2.1: Explain company-wide strategic planning and its four steps.Difficulty: Moderate11) Which of the following compa
17、nies has a product-oriented business definition?A) A luxury hotel, whose business definition is: We sell out-of-the-world experiences to our guests.B) A real estate company, whose business definition is: We sell dreams.C) A cosmetic company, whose business definition is: We offer hopes and self-expr
18、ession.D) A shoe manufacturer, whose business definition is: We manufacture affordable and long-lasting shoes for all.E) A high-technology company, whose business definition is: We sell inspirations. Answer: DAACSB: Analytical thinkingSkill: ApplicationObjective: LO 2.1: Explain company-wide strateg
19、ic planning and its four steps. Difficulty: Moderate12) Which of the following companies has a market-oriented business definition?A) An electronics company, whose business definition is: We produce microchips.B) A hotel, whose business definition is: We rent rooms.C) An apparel company, whose busin
20、ess definition is: We make and sell womens clothing.D) A cosmetic company, whose business definition is: We sell hope and self-esteem.E) A pizzeria, whose business definition is: We sell the worlds most delicious thin-crust pizzas.Answer: DAACSB: Analytical thinkingSkill: ApplicationObjective: LO 2.
21、1: Explain company-wide strategic planning and its four steps. Difficulty: Moderate13) Which of the following is NOT an example of product-oriented mission statements?A) We are an online library.B) We run theme parks.C) We sell athletic shoes.D) We sell memorable experiences.E) We rent hotel rooms.A
22、nswer: DAACSB: Analytical thinkingSkill: ConceptObjective: LO 2.1: Explain company-wide strategic planning and its four steps. Difficulty: Moderate14) Which of the following is a market-oriented mission statement?A) We empower customers to achieve their dreams.B) We sell jumbo burgers.C) We are an o
23、nline library.D) We are a low-cost airline.E) We make porcelain figurines.Answer: AAACSB: Analytical thinkingSkill: ConceptObjective: LO 2.1: Explain company-wide strategic planning and its four steps. Difficulty: Moderate15) Mission statements should be _.A) meaningful and specific yet motivatingB)
24、 technology orientedC) written solely for public relations purposesD) focused on increasing sales or profitsE) strictly product orientedAnswer: AAACSB: Analytical thinkingSkill: ConceptObjective: LO 2.1: Explain company-wide strategic planning and its four steps. Difficulty: Easy16) The collection o
25、f businesses and products that make up a company is called its _.A) strategic business unitB) supply chainC) strategic planD) business portfolioE) internal value chainAnswer: DSkill: ConceptObjective: LO 2.1: Explain company-wide strategic planning and its four steps. Difficulty: Easy17) Which of th
26、e following is the first step of business portfolio planning?A) shaping the future portfolio by developing strategies for growth and downsizingB) determining which businesses should receive more, less, or no investmentC) identifying internal strengths and weaknessesD) identifying future opportunitie
27、sE) determining short-term goalsAnswer: BAACSB: Application of knowledgeSkill: ConceptObjective: LO 2.1: Explain company-wide strategic planning and its four steps. Difficulty: Easy18) The major activity in strategic planning is _, whereby management evaluates the products and businesses that make u
28、p the company.A) SWOT analysisB) benchmarkingC) business portfolio analysisD) breakeven analysisE) prospectingAnswer: CAACSB: Analytical thinkingSkill: ConceptObjective: LO 2.1: Explain company-wide strategic planning and its four steps. Difficulty: Easy19) Which of the following best describes a st
29、rategic business unit?A) the internal value chain of a companyB) the supply chain of a companyC) the key businesses that make up a companyD) the key channel intermediaries of a service companyE) the key competitors of a companyAnswer: CAACSB: Analytical thinkingSkill: ConceptObjective: LO 2.1: Expla
30、in company-wide strategic planning and its four steps. Difficulty: Easy20) During portfolio analysis, a company _ after identifying the key businesses that make up the company.A) formulates a short-term marketing planB) assesses the attractiveness of its various SBUsC) assesses its strengths and wea
31、knessesD) performs a SWOT analysisE) assesses the effectiveness of its various channel intermediariesAnswer: BAACSB: Application of knowledgeSkill: ConceptObjective: LO 2.1: Explain company-wide strategic planning and its four steps. Difficulty: Easy21) Most standard portfolio analysis methods evaluate SBUs on the _.A) potential for niche or global marketingB) degree of product differentiationC) strength of the market or indus
