科特勒市场营销题库2016新版chapter2.docx
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科特勒市场营销题库2016新版chapter2.docx
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科特勒市场营销题库2016新版chapter2
PrinciplesofMarketing,16e(Kotler)
Chapter2CompanyandMarketingStrategy:
PartneringtoBuildCustomerRelationships
1)________istheprocessofdevelopingandmaintainingacrucialfitbetweentheorganization'sgoalsandcapabilitiesanditschangingmarketingopportunities.
A)Benchmarking
B)SWOTanalysis
C)Marketsegmentation
D)Strategicplanning
E)Diversification
Answer:
D
AACSB:
Analyticalthinking
Skill:
Concept
Objective:
LO2.1:
Explaincompany-widestrategicplanninganditsfoursteps.
Difficulty:
Easy
2)Whichofthefollowingistruewithregardtostrategicplanning?
A)Atthecorporatelevel,thecompanystartsthestrategicplanningprocessbydeterminingwhatportfolioofbusinessesandproductsisbestforthecompany.
B)Astrategicplandealswithacompany'sshort-termgoals.
C)Thefocusofstrategicplanningistodefineagameplanforlong-runsurvivalandgrowth.
D)Thestrategicplanisastatementofanorganization'spurpose.
E)Strategicplanninginvolvesidentifyingsegmentsofconsumerswithidenticalpreferences.Answer:
C
AACSB:
Analyticalthinking
Skill:
Concept
Objective:
LO2.1:
Explaincompany-widestrategicplanninganditsfoursteps.
Difficulty:
Moderate
3)Whichofthefollowingisthefirststepinstrategicplanning?
A)settingshort-termgoals
B)developingthebusinessportfolio
C)definingtheorganizationalmission
D)formulatingthekeymarketingstrategies
E)identifyingtheorganization'sweaknessesandthethreatsitfaces
Answer:
C
AACSB:
Analyticalthinking
Skill:
Concept
Objective:
LO2.1:
Explaincompany-widestrategicplanninganditsfoursteps.
Difficulty:
Easy
4)WhichofthefollowingisNOTastepinthestrategicplanningprocess?
A)definingthecompanymission
B)settingcompanyobjectivesandgoals
C)designingthebusinessportfolio
D)planningmarketingandotherfunctionalstrategies
E)evaluatingmembersofthecompany'svaluechain
Answer:
E
AACSB:
Analyticalthinking
Skill:
Concept
Objective:
LO2.1:
Explaincompany-widestrategicplanninganditsfoursteps.
Difficulty:
Easy
5)A________documentsanorganization'spurpose—whatitwantstoaccomplishinthelargerenvironment.
A)visionstatement
B)missionstatement
C)businessportfolio
D)valueproposition
E)productstrategy
Answer:
B
Skill:
Concept
Objective:
LO2.1:
Explaincompany-widestrategicplanninganditsfoursteps.
Difficulty:
Easy
6)Missionstatementsshould________andbedefinedintermsof________.
A)betechnologyoriented;meetingtheself-actualizationneedsofcustomers
B)beproductoriented;satisfyingtheesteemneedsofcustomers
C)embodythecompany'sshort-termplans;currentopportunities
D)bemarketoriented;satisfyingbasiccustomerneeds
E)addresssalesandprofits;thenetreturnoninvestments
Answer:
D
Skill:
Concept
Objective:
LO2.1:
Explaincompany-widestrategicplanninganditsfoursteps.
Difficulty:
Moderate
7)Amissionstatementservesasa________.
A)statementoftheorganization'snetprofits
B)planforshort-termsustainability
C)statementoftheorganization'spurpose
D)statementoftheorganization'scurrentliabilities
E)rewardplanfortheorganization'shighly-skilledemployees
Answer:
C
Skill:
Concept
Objective:
LO2.1:
Explaincompany-widestrategicplanninganditsfoursteps.
Difficulty:
Easy
8)WhichofthefollowingisNOTamarket-orientedbusinessdefinition?
A)"Weempowercustomerstorealizetheirdreams."
B)"Wemakehigh-qualityconsumerfoodproducts."
C)"Wesellsuccessandstatus."
D)"WecreatetheHiltonexperience."
E)"Webringinnovationtoeveryhome."
Answer:
B
AACSB:
Analyticalthinking
Skill:
Concept
Objective:
LO2.1:
Explaincompany-widestrategicplanninganditsfoursteps.
Difficulty:
Moderate
9)Companiesthatdefinetheirmissionsintermsofproductsortechnologiesareconsideredmyopicprimarilybecause________.
A)productsandtechnologiesresultinlowreturnsoninvestment
B)consumerpreferenceswithregardtoproductsandtechnologyaredifficulttopredict
C)consumerpreferencesfordifferentproductcategoriesvaryfromtimetotime
D)productsandtechnologieseventuallybecomeoutdated
E)mostconsumersarenotcomfortableusingsophisticatedtechnologyduringthebuyingprocessAnswer:
D
AACSB:
Analyticalthinking
Skill:
Concept
Objective:
LO2.1:
Explaincompany-widestrategicplanninganditsfoursteps.
Difficulty:
Moderate
10)OrionInc.operatesinmanyindustries,includingpharmaceuticalsandfoodproducts.Thecompany'sgoalistocreate"abundantandaffordablefoodforallandahealthyenvironment."ThisrepresentsOrion's________.
A)marketingplan
B)productmix
C)businessportfolio
D)marketingmix
E)missionstatement
Answer:
E
AACSB:
Analyticalthinking
Skill:
Application
Objective:
LO2.1:
Explaincompany-widestrategicplanninganditsfoursteps.
Difficulty:
Moderate
11)Whichofthefollowingcompanieshasaproduct-orientedbusinessdefinition?
A)Aluxuryhotel,whosebusinessdefinitionis:
"Wesellout-of-the-worldexperiencestoourguests."
B)Arealestatecompany,whosebusinessdefinitionis:
"Weselldreams."
C)Acosmeticcompany,whosebusinessdefinitionis:
"Weofferhopesandself-expression."
D)Ashoemanufacturer,whosebusinessdefinitionis:
"Wemanufactureaffordableandlong-lastingshoesforall."
E)Ahigh-technologycompany,whosebusinessdefinitionis:
"Wesellinspirations."Answer:
D
AACSB:
Analyticalthinking
Skill:
Application
Objective:
LO2.1:
Explaincompany-widestrategicplanninganditsfoursteps.Difficulty:
Moderate
12)Whichofthefollowingcompanieshasamarket-orientedbusinessdefinition?
A)Anelectronicscompany,whosebusinessdefinitionis:
"Weproducemicrochips."
B)Ahotel,whosebusinessdefinitionis:
"Werentrooms."
C)Anapparelcompany,whosebusinessdefinitionis:
"Wemakeandsellwomen'sclothing."
D)Acosmeticcompany,whosebusinessdefinitionis:
"Wesellhopeandself-esteem."
E)Apizzeria,whosebusinessdefinitionis:
"Weselltheworld'smostdeliciousthin-crustpizzas."
Answer:
D
AACSB:
Analyticalthinking
Skill:
Application
Objective:
LO2.1:
Explaincompany-widestrategicplanninganditsfoursteps.Difficulty:
Moderate
13)WhichofthefollowingisNOTanexampleofproduct-orientedmissionstatements?
A)"Weareanonlinelibrary."
B)"Werunthemeparks."
C)"Wesellathleticshoes."
D)"Wesellmemorableexperiences."
E)"Werenthotelrooms."
Answer:
D
AACSB:
Analyticalthinking
Skill:
Concept
Objective:
LO2.1:
Explaincompany-widestrategicplanninganditsfoursteps.Difficulty:
Moderate
14)Whichofthefollowingisamarket-orientedmissionstatement?
A)"Weempowercustomerstoachievetheirdreams."
B)"Weselljumboburgers."
C)"Weareanonlinelibrary."
D)"Wearealow-costairline."
E)"Wemakeporcelainfigurines."
Answer:
A
AACSB:
Analyticalthinking
Skill:
Concept
Objective:
LO2.1:
Explaincompany-widestrategicplanninganditsfoursteps.Difficulty:
Moderate
15)Missionstatementsshouldbe________.
A)meaningfulandspecificyetmotivating
B)technologyoriented
C)writtensolelyforpublicrelationspurposes
D)focusedonincreasingsalesorprofits
E)strictlyproductoriented
Answer:
A
AACSB:
Analyticalthinking
Skill:
Concept
Objective:
LO2.1:
Explaincompany-widestrategicplanninganditsfoursteps.Difficulty:
Easy
16)Thecollectionofbusinessesandproductsthatmakeupacompanyiscalledits________.
A)strategicbusinessunit
B)supplychain
C)strategicplan
D)businessportfolio
E)internalvaluechain
Answer:
D
Skill:
Concept
Objective:
LO2.1:
Explaincompany-widestrategicplanninganditsfoursteps.Difficulty:
Easy
17)Whichofthefollowingisthefirststepofbusinessportfolioplanning?
A)shapingthefutureportfoliobydevelopingstrategiesforgrowthanddownsizing
B)determiningwhichbusinessesshouldreceivemore,less,ornoinvestment
C)identifyinginternalstrengthsandweaknesses
D)identifyingfutureopportunities
E)determiningshort-termgoals
Answer:
B
AACSB:
Applicationofknowledge
Skill:
Concept
Objective:
LO2.1:
Explaincompany-widestrategicplanninganditsfoursteps.Difficulty:
Easy
18)Themajoractivityinstrategicplanningis________,wherebymanagementevaluatestheproductsandbusinessesthatmakeupthecompany.
A)SWOTanalysis
B)benchmarking
C)businessportfolioanalysis
D)breakevenanalysis
E)prospecting
Answer:
C
AACSB:
Analyticalthinking
Skill:
Concept
Objective:
LO2.1:
Explaincompany-widestrategicplanninganditsfoursteps.Difficulty:
Easy
19)Whichofthefollowingbestdescribesastrategicbusinessunit?
A)theinternalvaluechainofacompany
B)thesupplychainofacompany
C)thekeybusinessesthatmakeupacompany
D)thekeychannelintermediariesofaservicecompany
E)thekeycompetitorsofacompany
Answer:
C
AACSB:
Analyticalthinking
Skill:
Concept
Objective:
LO2.1:
Explaincompany-widestrategicplanninganditsfoursteps.Difficulty:
Easy
20)Duringportfolioanalysis,acompany________afteridentifyingthekeybusinessesthatmakeupthecompany.
A)formulatesashort-termmarketingplan
B)assessestheattractivenessofitsvariousSBUs
C)assessesitsstrengthsandweaknesses
D)performsaSWOTanalysis
E)assessestheeffectivenessofitsvariouschannelintermediaries
Answer:
B
AACSB:
Applicationofknowledge
Skill:
Concept
Objective:
LO2.1:
Explaincompany-widestrategicplanninganditsfoursteps.Difficulty:
Easy
21)MoststandardportfolioanalysismethodsevaluateSBUsonthe________.
A)potentialfornicheorglobalmarketing
B)degreeofproductdifferentiation
C)strengthofthemarketorindus
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