科特勒市场营销第二章习题与答案

科特勒市场营销第二章习题与答案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 weaknessesAnswer: CDiff: 1 Page 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) evaluating all members of the value chainAnswer: EDiff: 2 Page 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 statementC) a business portfolioD) marketing and functional strategiesE) operational strategiesAnswer: BDiff: 2 Page Ref: 39AACSB: CommunicationSkill: ConceptObjective: 2-14) ________ should be market oriented and defined in terms of ________.A) Annual plans; product needsB) Strategic plans; company needsC) Long-range plans; company needsD) Mission statements; customers' needsE) Objectives; competitors' threatsAnswer: DDiff: 2 Page Ref: 39AACSB: CommunicationSkill: ConceptObjective: 2-15) All of the following are accurate guidelines for a company's mission statement EXCEPT which one?A) A mission statement should be realistic.B) A mission statement should be narrow.C) A mission statement should emphasize the company's strengths in the marketplace.D) A mission statement should be specific.E) A mission statement should motivate employees.Answer: BDiff: 3 Page Ref: 39AACSB: CommunicationSkill: ConceptObjective: 2-16) A company's mission statement serves as a statement of ________.A) factB) valuesC) purposeD) financial goalsE) employee commitmentAnswer: CDiff: 2 Page Ref: 39AACSB: CommunicationSkill: ConceptObjective: 2-17) Which of the following is NOT a market-oriented business definition?A) "to make the Internet buying experience fast, easy, and enjoyable"B) "to sell tools and home repair and improvement items"C) "to deliver low prices every day"D) "to be the guardian of our customers' financial dreams"E) "to bring aspiration and innovation to every athlete in the world"Answer: BDiff: 2 Page Ref: 40AACSB: Reflective ThinkingSkill: ConceptObjective: 2-18) All of the following are examples of product-orientedmission 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 rooms."Answer: DDiff: 2 Page 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 basic owner needsE) to satisfy basic partnership needsAnswer: ADiff: 2 Page Ref: 39Skill: ConceptObjective: 2-110) The collection of businesses and products that make upa company is called its ________.A) strategic business unitB) mission statementC) strategic planD) business portfolioE) operational factorAnswer: DDiff: 1 Page 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: 2 Page Ref: 41Skill: ConceptObjective: 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) identifying SBUsDiff: 2 Page 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: 2 Page Ref: 41Skill: ConceptObjective: 2-214) Most portfolio analysis methods evaluate SBUs on two dimensions, namely ________ and ________.A) market share; strength of the SBU's positionB) market diversification; relative market shareC) market or industry attractiveness; strength of the SBU's positionD) market growth rates; profitsE) market penetration; market developmentAnswer: CDiff: 2 Page 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: 2 Page Ref: 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 segmentationDiff: 2 Page Ref: 41Skill: ConceptObjective: 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 development; product development; diversificationAnswer: CDiff: 1 Page 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) question marks; dogsC) stars; question marksD) stars; cash cowsE) dogs; cash cowsAnswer: DDiff: 2 Page 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.A) StarsB) Cash cowsC) Question marksD) DogsE) CatsAnswer: BDiff: 2 Page 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; penetratingE) developing; growingAnswer: ADiff: 3 Page Ref: 42Skill: ConceptObjective: 2-221) Which of the following is a useful tool for identifyinggrowth opportunities?A) the BCG matrixB) the business portfolioC) the product/market expansion gridD) the value chainE) the value delivery networkAnswer: CDiff: 1 Page 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: DDiff: 3 Page 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 presentB) the present instead of the futureC) financial issues instead of the customerD) the customer instead of suppliersE) the past instead of the presentAnswer: BDiff: 3 Page 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) market penetrationD) market skimmingE) dual adaptationAnswer: ADiff: 1 Page Ref: 45Skill: ConceptObjective: 2-225) Which of the following entails reducing the business portfolio by eliminating products that no longer fit the company's overall strategy?A) market segmentationB) the BCG approachC) product line extensionD) downsizingE) market redesignAnswer: DDiff: 1 Page 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; positioningC) marketing analysis; planning; implementation; feedbackD) analysis; targeting; implementation; controlE) problem identification; information search; decision; implementationAnswer: BDiff: 2 Page Ref: 49Skill: ConceptObjective: 2-427) Today the four Ps are compared to the four Cs. Product and place are called ________ and ________, respectively.A) convenience; customer solutionB) customer cost; convenienceC) communication; customer solutionD) customer solution; convenienceE) communication; convenienceAnswer: DDiff: 3 Page Ref: 52Skill: ConceptObjective: 2-428) In a basic SWOT analysis, the "S" stands for ________.A) situationB) solutionsC) satisfactionsD) strengthsE) strategyAnswer: DDiff: 1 Page Ref: 53Skill: ConceptObjective: 2-529) In SWOT analysis, which of the following refers to factors in the external environment?A) strengthsB) strategiesC) weaknessesD) opportunitiesE) trendsAnswer: DDiff: 2 Page Ref: 53Skill: ConceptObjective: 2-530) "At Nike, we sell shoes" is a market-oriented business definition.Answer: FALSEDiff: 3 Page Ref: 40AACSB: Reflective ThinkingSkill: ApplicationObjective: 2-131) The major activity in strategic planning is strategic business unit planning, whereby management evaluates the products and businesses making up the company.Answer: FALSEDiff: 2 Page 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: 2 Page Ref: 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: 3 Page Ref: 42Skill: ConceptObjective: 2-234) When a firm finds products or businesses that no longer fit its overall strategy, it must carefully milk, harvest, or better develop them.Answer: FALSEDiff: 2 Page 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: 1 Page Ref: 49Skill: ConceptObjective: 2-436) When a company 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: 3 Page Ref: 50Skill: ConceptObjective: 2-437) The marketing mix consists of product, price, place, positioning, and promotion.Answer: FALSEDiff: 2 Page Ref: 48AACSB: Analytic SkillsSkill: ApplicationObjective: 2-438) The four marketing management functions are analysis, planning, implementation, and control.Answer: FALSEDiff: 1 Page Ref: 53Skill: ConceptObjective: 2-539) Define strategic planning. Discuss the steps involved.Answer: The process of developing and maintaining a strategic fit between the organization's 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 mission. 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 environment. 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 thecompany 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 market levels in support of company wide plans.Diff: 2 Page Ref: 38AACSB: CommunicationSkill: ConceptObjective: 2-140) Define marketing strategy. Discuss the steps in formulating marketing strategy.Answer: The marketing logic by which a company hopes to achieve profitable relationships is called its marketing strategy. Marketing strategy formulation entails four specific steps: market segmentation, market targeting, differentiation, and positioning. The process of dividing a market into distinct groups of buyers with different needs, characteristics, or behavior is called market segmentation. Market targeting involves evaluating each market segment's attractiveness and selecting one or more segments to enter. A company should target segments in which it can profitably generate the greatest customer value and sustain that value over time. Effective positioning begins with actually differentiating the company's marketing offer so that it gives consumers greater value. Positioning is defined as creating a distinct image of a product in the eyes of target consumers. A product's positioning should take advantage of a competitive advantage within the market target.Diff: 3 Page Ref: 48-49AACSB: CommunicationSkill: ApplicationObjective: 2-4。