1、chapter 2: developing marketing strategies and planschapter 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.mea

2、surablec.macrod.microe.nicheanswer: apage: 35level of 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 ex

3、tensive experience in the clothing industry d.having 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 bu

4、siness is to deliver _ at a profit. a.customer needs ductsc.customer ducts 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,

5、 and _ superior municatingb.selecting target markets 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: 36leve

6、l of difficulty: easy6.today, the “mass-market” is actually splintering 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 pha

7、se of the value creation and delivery sequence is _ that represents the “homework” marketing must do before any product exists.a.choosing the valueb.market researchc.target marketingd.service jective thinkinganswer: apage: 37level of difficulty: medium8. the last step in the value

8、creation and delivery sequence is _ the value where the sales force, sales promotion, advertising, and other communication tools announce and promote the municatingd.reversinge.researchinganswer: cpage: 37level of difficulty: medium9.the japanese have refined t

9、he value delivery process to include a component that emphasizes _. a.zero servicingb.zero customer feedback timec.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

10、.a.value chainb.customer surveyc.brand loyalty motion channele.supplier database answer: apage: 38level 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.annu

11、al reporte.managers loganswer: bpage: 38level of difficulty: medium12. the _ in the value chain cover the sequence of bringing materials into the business (inbound logistics), converting them into final products (operations), shipping out final products (outbound logistics), marketing them (marketin

12、g and sales), and servicing them (service).a.operations processb.manufacturing processc.primary activitiesd.secondary activitiese.tertiary activitiesanswer: cpage: 38level of difficulty: medium13.procurement, technology development, human resource management, and firm infrastructure are handled in c

13、ertain specialized departments and are called _. a.materials handlingb.support activitiesc.inventory activitiesd.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

14、costs and petitionb.standardsc.challengesd.benchmarkse.moveable standardsanswer: dpage: 38level of difficulty: 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

15、 _.a.core strategiesb.satellite businessesc.core valuesd.core business processese.core technologiesanswer: dpage: 38level of difficulty: medium16.with respect to core business processes, all the activities involved in gathering market intelligence, disseminating it within the organization, and actin

16、g on the information is referred to as the _.a.market sensing processb.market research processc.target marketing processd.market pulse processe.deployment processanswer: apage: 38level of difficulty: medium17.with respect to the core business processes, all the activities involved in researching, de

17、veloping, and launching new high-quality offerings quickly and within budget are referred to as the _.a.new product processb.new offering realization duct development duct launch processe.return on investment processanswer: bpage: 38level of difficulty: hard18.with respect to

18、 the core business processes, the _ is considered to be all the activities involved in defining target markets and prospecting for new customers.a.customer acquisition processb.customer relationship management processc.fulfillment management processd.customer prospecting processe.customer equity pro

19、cessanswer: apage: 38level of difficulty: medium19.a good way to describe the _ would be discuss all the activities involved in building deeper understanding, relationships, and offerings to individual customers.a.customer acquisition processb.customer relationship management processc.customer prosp

20、ecting processd.customer fulfillment management processe.customer equity processanswer: bpage: 38level of difficulty: medium20.another 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

21、 to relationshipse.supply chainanswer: epage: 39level of difficulty: easy21. the key to utilizing organizational core competencies 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.ow

22、n and nurture the resources and competenciesd.emphasize global promotions e.segment workforces answer: cpage: 39level of difficulty: 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 ben

23、efits, (2) it has applications in a wide variety of markets, and (3) it is difficult for competitors to imitate.a.core competencyb.business strategyc.core technologyd.strategic business unite.winning strategyanswer: apage: 39level of difficulty: medium23.core competencies tend to refer to areas of s

24、pecial technical and production expertise, where _ tend to describe excellence in broader business cess benchmarksb.distinctive capabilitiesc.core business valuesd.value statementse.mission statementsanswer: bpage: 40level of difficulty: medium24.george day sees market-driven organiza

25、tions as excelling in three distinctive capabilities: _, customer linking, and channel bonding.a.target marketingb.market research c.fulfilling customer needsd.market sensinge.customer service relationshipsanswer: dpage: 40level of difficulty: medium25.competitors find it hard to imitate companies s

26、uch as southwest airlines, dell, or ikea because they are unable to copy their _.duct innovationsb.distribution strategyc.pricing policiesd.activity systemse.logistics systemanswer: dpage: 40level of difficulty: hard26.one conception of holistic marketing views it as “integrating the value expl

27、oration, _, and value delivery activities with the purpose of building long-term, mutually satisfying relationships and co-prosperity among key stakeholders.”a.value creationb.value propositionc.value managementd.value researche.value chainanswer: apage: 40level of difficulty: hard27.holistic market

28、ers achieve profitable growth by expanding customer share, _, and capturing customer lifetime value.a.undermining competitive competencies b.building customer king the market for product desiresd.renewing a customer basee.inspecting all market share dataanswer: bpage: 40level of difficul

29、ty: medium28.the holistic marketing framework is designed to address three key management questions. which of the following is one 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 wea

30、k links in the companys value chaind.value networkhow can a company effectively network?e.value explorationhow can a company identify new value opportunities?answer: epage: 41level of difficulty: hard29.the customers _ reflects existing and latent needs and includes dimensions such as the need for p

31、articipation, stability, freedom, and petence spaceb.resource spacec.emotional spaced.relationship spacee.cognitive spaceanswer: epage: 41level of difficulty: medium30.the companys _ can be described in terms of breadthbroad versus focused scope of business; and depthphysical versus know

32、ledge-based capabilities. a.business missionb.core strategyc.cognitive petency spacee.resource spaceanswer: dpage: 41level of difficulty: medium 31.the collaborators _ involves horizontal partnerships, where companies choose partners based on their ability to exploit related market opportu

33、nities, and vertical partnerships, where companies choose partners based on their ability to serve their value creation.a.resource petency spacec.cognitive spaced.rational spacee.service spaceanswer: apage: 41level of difficulty: medium32.business realignment may be necessary to maximize c

34、ore competencies. which of the following would be one of the steps in this realignment process? a.reviewing all macro relationships.b.reviewing global outreach projections.c.redefining the business concept (the “big idea”).d.reviewing successes from e-commerce (if any).e.revamping the ethics stateme

35、nt.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 enables the company to respond appropriately, coherently, and quickly to different customer opportunities.a.network managementb.strategic man

36、agementc.marketing managementd.customer relationship managemente.total quality managementanswer: dpage: 41level of difficulty: medium34.to respond effectively and provide value delivery, the company requires _ to integrate major business processes (e.g., order processing, general ledger, payroll, an

37、d production) within a single family of software modules. a.human resource ernal auditing ernal resource managementd.strategic managemente.marketing managementanswer: cpage: 41level of difficulty: hard 35.with respect to value delivery, _ allows the company to handle co

38、mplex relationships with its trading partners to source, process, and deliver products.a.a value matrix b.a global distribution policyc.a business development strategyd.business partnership managemente.total quality managementanswer: dpage: 41level of difficulty: medium36. successful marketing requi

39、res having capabilities such as understanding _, creating customer value, delivering customer value, capturing customer value, and sustaining customer value.a.customer loyaltyb.customer perksc.customer retentiond.customer valuee.customer benefitsanswer: dpage: 41level of difficulty: easy37.according

40、 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-based lawsuits.b.doing more with less.c.hostile takeover attempts.d.increasing control by big government.e.being independent of the distrib

41、ution process.answer: bpage: 42level of difficulty: medium38.strategic planning in the twenty-first century calls for action in three key areas. which of these key areas deals specifically with devising a long-term game plan for achieving long-run objectives? a.creating a viable business opportunity

42、.b.producing a strategic fit.c.developing an investment portfolio.d.expanding core competencies.e.establishing a strategy.answer: epage: 42level of difficulty: medium39.most large companies consist of four organizational levels: the _, the division level, the business unit level, and the product lev

43、el.a.board of director levelb.major stakeholder levelc.management team leveld.corporate levele.strategic levelanswer: dpage: 43level of difficulty: easy40.the _ is the central instrument for directing and coordinating the marketing effort. a.strategic planb.marketing planc.tactical pland.customer va

44、lue statemente.corporate missionanswer: bpage: 43level of difficulty: medium41.the _ lays out the target markets and the value proposition that will be offered, based on an analysis of the best market anizational planb.strategic marketing planc.corporate tactical pland.corporate m

45、issione.customer value statementanswer: bpage: 43level of difficulty: medium42.in which of the following plans would we most likely find directions for implementing and addressing daily challenges and opportunities in product features, promotion, merchandising, pricing, sales channels, and service a

46、reas.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: 43level of difficulty: easy43.if you wanted to find out more about target markets and the organizations value proposition, which of the followi

47、ng types of plans would most likely contain information that might be useful to you in your quest?a.the marketing plan.b.the organizational plan.c.the strategic marketing plan.d.the tactical marketing plan.e.the marketing mix plan.answer: cpage: 43level of difficulty: medium44.the _ process consists

48、 of corporate, division, business, and product planning. a.implementingb.controllingc.innovationd. planninge. competitiveanswer: dpage: 44level of difficulty: medium 45.all corporate headquarters undertake four planning activities, the first of which is _.a.defining the corporate missionb.establishi

49、ng strategic business units and assigning resources (sbus)c.assigning resources to each sbud.assessing growth opportunitiese.understanding target marketsanswer: apage: 44level of difficulty: easy46. a clear, thoughtful mission statement provides employees with a shared sense of purpose, direction, a

50、nd _. fitabilityb.target market feasibilityc.opportunityd.continuous improvemente.quality productsanswer: cpage: 44level of difficulty: medium47.mission statements are at their best when they reflect a _. petencyd.visione.valueanswer: dpage: 44level of difficulty: medium4

51、8. which of the following terms matches to the phrase “it is a single business or collection of related businesses that can be planned separately from the rest of the company”? a.strategic business unit.b.diverse business unit.c.growth business unit.d.niche market unit.e.specialized business unit.an

52、swer: apage: 47level of difficulty: easy49. market-penetration, product-development, and market-development strategies would all be examples of _ strategies. ensive egrative growthanswer: dpage: 48level of difficulty: hard50. a(n) _ is when a com

53、pany might seek new businesses that have no relationship to its current technology, products, or markets.a.concentric strategyb.conglomerate strategyc.horizontal ensive growth egrative strategyanswer: bpage: 49level of difficulty: medium51. which of the following terms most

54、 closely matches to “the shared experiences, stories, beliefs, and norms that characterize an organization”? a.organizational dynamics.b.a business mission.c.an ethical/value statement.d.customer relationships.e.corporate culture.answer: epage: 50level of difficulty: medium52. the first step in the business unit strategic-planning process deals with which of the following? a.goal formulation.b.business mission.c.strat