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1、Chapter 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.measurablec.macrod.microe.nicheAnswer: aPage: 35Level o
2、f 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 extensive experience in the clothing industry d.having
3、 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 business is to deliver _ at a profit. a.customer needs
4、 b.productsc.customer valued.products 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, and _ superior municatingb.selecting target markets
5、 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: 36Level of difficulty: Easy6.Today, the “mass-market” is actually splintering
6、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 phase of the value creation and delivery sequence is _ that represents the
7、“homework” marketing must do before any product exists.a.choosing the valueb.market researchc.target marketingd.service consideratione.projective thinkingAnswer: aPage: 37Level of difficulty: Medium8. The last step in the value creation and delivery sequence is _ the value where the sales force, sal
8、es promotion, advertising, and other communication tools announce and promote the municatingd.reversinge.researchingAnswer: cPage: 37Level of difficulty: Medium9.The Japanese have refined the value delivery process to include a component that emphasizes _. a.zero servicingb.zero customer feedback ti
9、mec.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.a.value chainb.customer surveyc.brand loyalty indexd.promotion channele.supplier database Answer: aPage: 38Lev
10、el 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.annual reporte.managers logAnswer: bPage: 38Level of difficulty: Medium12. The _ in the value chain cover the seque
11、nce of bringing materials into the business (inbound logistics), converting them into final products (operations), shipping out final products (outbound logistics), marketing them (marketing and sales), and servicing them (service).a.operations processb.manufacturing processc.primary activitiesd.sec
12、ondary activitiese.tertiary activitiesAnswer: cPage: 38Level of difficulty: Medium13.Procurement, technology development, human resource management, and firm infrastructure are handled in certain specialized departments and are called _. a.materials handlingb.support activitiesc.inventory activities
13、d.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 costs and petitionb.standardsc.challengesd.benchmarkse.moveable standardsAnswer: dPage: 38Level of difficulty:
14、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 _.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 acting on the information is referred to a
