营销学第14版第二章习题

3. Developing strategies for growth and downsizing
4. Defining a market-oriented mission
©2012 Pearson Education
Chapter 2- slide 2
Which of the following is the first step in the strategic planning process?
1. Setting company objectives and goals 2. Designing the business portfolio
3. Developing strategies for growth and downsizing
4. Defining a market-oriented mission
1. Strategic control 2. Tactical control 3. Operating control 4. Financial control
©2012 Pearson Education
Chapter 2- slide 17
The product/ brand marketing plan begins with a(n) _____.
1. Market segmentation
2. Market positioning
3. Market targeting 4. Market differentiation
©2012 Pearsቤተ መጻሕፍቲ ባይዱn Education
Chapter 2- slide 7
Which of the following Cs best describes the ‘Place’ component of the four Ps concept?
2.Geographic organization
3.Product management organization
4.Customer management organization
©2012 Pearson Education
Chapter 2- slide 14
Which of the following is the most common form of marketing organization?
1.Objective
2.Strategy
3.Marketing plan 4.Mission
©2012 Pearson Education
Chapter 2- slide 20
_____ is a statement of the organization’s purposes—what it wants to accomplish in the larger environment.
1.Objective
2.Strategy
3.Marketing plan 4.Mission
©2012 Pearson Education
©2012 Pearson Education
Chapter 2- slide 3
What is market penetration?
1. Making more sales without changing the original product. 2. Identifying and developing new markets for current products. 3. Offering modified or new products to current markets.
3. stars
4. cash cows
©2012 Pearson Education
Chapter 2- slide 12
In the BCG growth-share matrix, _____are lowgrowth, high-share businesses or products.
1. question marks
1.Functional organization
2.Geographic organization
3.Product management organization
4.Customer management organization
©2012 Pearson Education
Chapter 2- slide 15
©2012 Pearson Education
Chapter 2- slide 10
In a SWOT analysis, which of the following will be categorized as opportunities for a company?
1. Internal capabilities, resources, and positive situational factors
1.SWOT analysis
2.goals
3.objectives
4.executive summary
©2012 Pearson Education
Chapter 2- slide 18
The product/ brand marketing plan begins with a(n) _____.
4. Starting up or buying businesses beyond current products and markets.
©2012 Pearson Education
Chapter 2- slide 4
What is market penetration?
1. Making more sales without changing the original product. 2. Identifying and developing new markets for current products. 3. Offering modified or new products to current markets.
Which of the following involves checking ongoing performance against the annual plan and taking corrective action when necessary?
1. Strategic control 2. Tactical control 3. Operating control 4. Financial control
Chapter 2- slide 1
Which of the following is the first step in the strategic planning process?
1. Setting company objectives and goals 2. Designing the business portfolio
©2012 Pearson Education
Chapter 2- slide 11
In the BCG growth-share matrix, _____are lowgrowth, high-share businesses or products.
1. question marks
2. dogs
©2012 Pearson Education
Chapter 2- slide 16
Which of the following involves checking ongoing performance against the annual plan and taking corrective action when necessary?
2. New technologies being developed by the research team
3. Internal limitations and negative situational factors 4. Favorable factors or trends in the external environment
1. Market segmentation
2. Market positioning
3. Market targeting 4. Market differentiation
©2012 Pearson Education
Chapter 2- slide 6
Which of the following involves evaluating each market segment’s attractiveness and selecting one or more segments to enter?
4. Starting up or buying businesses beyond current products and markets.
©2012 Pearson Education
Chapter 2- slide 5
Which of the following involves evaluating each market segment’s attractiveness and selecting one or more segments to enter?
2. dogs
3. stars
4. cash cows
©2012 Pearson Education
Chapter 2- slide 13
Which of the following is the most common form of marketing organization?
1.Functional organization
Chapter Two
Company and Marketing Strategy Partnering to Build Customer Relationships
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall
1.SWOT analysis
2.goals
3.objectives
4.executive summary
©2012 Pearson Education
Chapter 2- slide 19
_____ is a statement of the organization’s purposes—what it wants to accomplish in the larger environment.
1. Internal capabilities, resources, and positive situational factors
2. New technologies being developed by the research team
3. Internal limitations and negative situational factors 4. Favorable factors or trends in the external environment
1. Customer solution 2. Convenience
3. Communication
4. Customer cost
©2012 Pearson Education
Chapter 2- slide 8
Which of the following Cs best describes the ‘Place’ component of the four Ps concept?
1. Customer solution 2. Convenience
3. Communication
4. Customer cost
©2012 Pearson Education
Chapter 2- slide 9
In a SWOT analysis, which of the following will be categorized as opportunities for a company?