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 Relationships
1) Which of the following is the first step in strategic planning?
A) set objectives and goals
B) develop the business portfolio
C) define the company mission
D) plan marketing strategies
E) identify threats and weaknesses
Answer: C
Diff: 1 Page Ref: 39
Skill: Concept
Objective: 2-1
2) Which of the following is NOT a step in the strategic planning process?
A) defining the company mission
B) setting company objectives and goals
C) designing the business portfolio
D) planning marketing and other functional strategies
E) evaluating all members of the value chain
Answer: E
Diff: 2 Page Ref: 39
Skill: Concept
Objective: 2-1
3) 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 goals
B) a mission statement
C) a business portfolio
D) marketing and functional strategies
E) operational strategies
Answer: B
Diff: 2 Page Ref: 39
AACSB: Communication
Skill: Concept
Objective: 2-1
4) ________ should be market oriented and defined in terms of ________.
A) Annual plans; product needs
B) Strategic plans; company needs
C) Long-range plans; company needs
D) Mission statements; customers' needs
E) Objectives; competitors' threats
Answer: D
Diff: 2 Page Ref: 39
AACSB: Communication
Skill: Concept
Objective: 2-1
5) 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: B
Diff: 3 Page Ref: 39
AACSB: Communication
Skill: Concept
Objective: 2-1
6) A company's mission statement serves as a statement of ________.
A) fact
B) values
C) purpose
D) financial goals
E) employee commitment
Answer: C
Diff: 2 Page Ref: 39
AACSB: Communication
Skill: Concept
Objective: 2-1
7) 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: B
Diff: 2 Page Ref: 40
AACSB: Reflective Thinking
Skill: Concept
Objective: 2-1
8) All of the following are examples of product-oriented mission 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: D
Diff: 2 Page Ref: 40
AACSB: Reflective Thinking
Skill: Concept
Objective: 2-1
9) Which of the following is the principle objective of a market-oriented mission statement?
A) to satisfy basic customer needs
B) to satisfy basic supplier needs
C) to satisfy basic stockholder needs
D) to satisfy basic owner needs
E) to satisfy basic partnership needs
Answer: A
Diff: 2 Page Ref: 39
Skill: Concept
Objective: 2-1
10) The collection of businesses and products that make up a company is called its ________.
A) strategic business unit
B) mission statement
C) strategic plan
D) business portfolio
E) operational factor
Answer: D
Diff: 1 Page Ref: 41
Skill: Concept
Objective: 2-2
11) Which of the following can be a company division, a product line within a division, or sometimes a single product or brand?
A) a market
B) the BCG
C) an SBU
D) a PLC
E) a value delivery network
Answer: C
Diff: 2 Page Ref: 41
Skill: Concept
Objective: 2-2
12) 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 invest
B) assessing the attractiveness of its SBUs
C) deciding whether to harvest any businesses
D) completing short-range planning
E) identifying SBUs
Diff: 2 Page Ref: 41
Skill: Concept
Objective: 2-2
13) The best known product portfolio planning method was developed by ________.
A) the Boston Consulting Group
B) Philip Kotler
C) Harvard University
D) the SRI Consulting Firm
E) James P. Hess
Answer: A
Diff: 2 Page Ref: 41
Skill: Concept
Objective: 2-2
14) Most portfolio analysis methods evaluate SBUs on two dimensions, namely ________ and ________.
A) market share; strength of the SBU's position
B) market diversification; relative market share
C) market or industry attractiveness; strength of the SBU's position
D) market growth rates; profits
E) market penetration; market development
Answer: C
Diff: 2 Page Ref: 41
Skill: Concept
Objective: 2-2
15) In the Boston Consulting Group approach, ________ provides a measure of market attractiveness.
A) relative market share
B) market development
C) market penetration
D) market growth rate
E) market segmentation
Answer: D
Diff: 2 Page Ref: 41
Skill: Concept
Objective: 2-2
16) In the Boston Consulting Group approach, ________ serves as a measure of company strength in the market.
A) relative market share
B) market development
C) market diversification
D) market growth rate
E) market segmentation
Diff: 2 Page Ref: 41
Skill: Concept
Objective: 2-2
17) The BCG growth-share matrix classifies four types off SBUs. They are ________ , ________ , ________ , and ________.
A) product; price; promotion; placement
B) sales; market share; price; promotion
C) stars; cash cows; question marks; dogs
D) planning; implementing; leading; controlling
E) market penetration; market development; product development; diversification
Answer: C
Diff: 1 Page Ref: 42
Skill: Concept
Objective: 2-2
18) 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; stars
B) question marks; dogs
C) stars; question marks
D) stars; cash cows
E) dogs; cash cows
Answer: D
Diff: 2 Page Ref: 41
Skill: Concept
Objective: 2-2
19) ________ 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) Stars
B) Cash cows
C) Question marks
D) Dogs
E) Cats
Answer: B
Diff: 2 Page Ref: 42
Skill: Concept
Objective: 2-2
20) The four possible strategies that can be pursued for each SBU are building, holding, ________, and ________.
A) harvesting; divesting
B) promoting; selling
C) downsizing; expanding
D) diversifying; penetrating
E) developing; growing
Answer: A
Diff: 3 Page Ref: 42
Skill: Concept
Objective: 2-2
21) Which of the following is a useful tool for identifying growth opportunities?
A) the BCG matrix
B) the business portfolio
C) the product/market expansion grid
D) the value chain
E) the value delivery network
Answer: C
Diff: 1 Page Ref: 43
Skill: Concept
Objective: 2-2
22) 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 development
B) product development
C) diversification
D) market penetration
E) product adaptation
Answer: D
Diff: 3 Page Ref: 43-45
AACSB: Reflective Thinking
Skill: Concept
Objective: 2-2
23) While a valuable planning tool, a problem with using the BCG matrix centers is that it focuses on ________
A) the future instead of the present
B) the present instead of the future
C) financial issues instead of the customer
D) the customer instead of suppliers
E) the past instead of the present
Answer: B
Diff: 3 Page Ref: 42
Skill: Concept
Objective: 2-2
24) A common practice among marketers is to identify and develop new markets for their existing products. This practice is called ________.
A) market development
B) product development
C) market penetration
D) market skimming
E) dual adaptation
Answer: A
Diff: 1 Page Ref: 45
Skill: Concept
Objective: 2-2
25) Which of the following entails reducing the business portfolio by eliminating products that no longer fit the company's overall strategy?
A) market segmentation
B) the BCG approach
C) product line extension
D) downsizing
E) market redesign
Answer: D
Diff: 1 Page Ref: 46
Skill: Concept
Objective: 2-2
26) The process of customer-driven marketing involves which of the following?
A) product; price; promotion; adaptation
B) market segmentation; target marketing; differentiation; positioning
C) marketing analysis; planning; implementation; feedback
D) analysis; targeting; implementation; control
E) problem identification; information search; decision; implementation
Answer: B
Diff: 2 Page Ref: 49
Skill: Concept
Objective: 2-4
27) Today the four Ps are compared to the four Cs. Product and place are called ________ and ________, respectively.
A) convenience; customer solution
B) customer cost; convenience
C) communication; customer solution
D) customer solution; convenience
E) communication; convenience
Answer: D
Diff: 3 Page Ref: 52
Skill: Concept
Objective: 2-4
28) In a basic SWOT analysis, the "S" stands for ________.
A) situation
B) solutions
C) satisfactions
D) strengths
E) strategy
Answer: D
Diff: 1 Page Ref: 53
Skill: Concept
Objective: 2-5
29) In SWOT analysis, which of the following refers to factors in the external environment?
A) strengths
B) strategies
C) weaknesses
D) opportunities
E) trends
Answer: D
Diff: 2 Page Ref: 53
Skill: Concept
Objective: 2-5
30) "At Nike, we sell shoes" is a market-oriented business definition.
Answer: FALSE
Diff: 3 Page Ref: 40
AACSB: Reflective Thinking
Skill: Application
Objective: 2-1
31) The major activity in strategic planning is strategic business unit planning, whereby management evaluates the products and businesses making up the company.
Answer: FALSE
Diff: 2 Page Ref: 41
Skill: Concept
Objective: 2-2
32) 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: TRUE
Diff: 2 Page Ref: 41
Skill: Concept
Objective: 2-2
33) In the BCG matrix, "dogs" are low-growth businesses and products that do not generate enough cash to maintain themselves.
Answer: FALSE
Diff: 3 Page Ref: 42
Skill: Concept
Objective: 2-2
34) When a firm finds products or businesses that no longer fit its overall strategy, it must carefully milk, harvest, or better develop them.
Answer: FALSE
Diff: 2 Page Ref: 46
Skill: Concept
Objective: 2-2
35) A market segment consists of consumers who respond in different ways to a given set of marketing efforts.
Answer: FALSE
Diff: 1 Page Ref: 49
Skill: Concept
Objective: 2-4
36) 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: TRUE
Diff: 3 Page Ref: 50
Skill: Concept
Objective: 2-4
37) The marketing mix consists of product, price, place, positioning, and promotion.
Answer: FALSE
Diff: 2 Page Ref: 48
AACSB: Analytic Skills
Skill: Application
Objective: 2-4
38) The four marketing management functions are analysis, planning, implementation, and control.
Answer: FALSE
Diff: 1 Page Ref: 53
Skill: Concept
Objective: 2-5
39) 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 the
company 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: 38
AACSB: Communication
Skill: Concept
Objective: 2-1
40) 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: 48-49
AACSB: Communication
Skill: Application
Objective: 2-4