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Chapter 2: Developing Marketing Strategies and Plans (Kotler)




Question;GENERAL CONCEPT QUESTIONS;Multiple Choice;1. A key ingredient of the marketing management;process is insightful, ________ marketing strategies and plans that can guide;marketing activities.;a. creative;b. measurable;c. macro;d. micro;e. niche;2. 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 factories;b. buying large volumes;c. having extensive 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 sold;3. The;task of any business is to deliver ________ at a profit.;a. customer needs;b. products;c. customer value;d. products and services;e. improved quality;4. In a hypercompetitive;economy such as ours, a company can;win only by fine-tuning the value delivery process and choosing, providing, and;superior value.;a. communicating;b. selecting target markets with;c. composing;d. developing;e. researching;5. The;traditional view of marketing is that the firm makes something and then;it.;a. markets;b. sells;c. distributes;d. prices;e. services;6. Today;the ?mass-market? is actually splintering into numerous ________, each with its;own wants, perceptions, preferences, and buying criteria.;a. micromarkets;b. market;targets;c. macromarkets;d. customer;cliques;e. demographic units;7. The first phase of the value creation and;delivery sequence is ________ that represents the ?homework? marketing must do;before any product exists.;a. choosing the value;b. market research;c. target;marketing;d. service;consideration;e. projective;thinking;8. The last step in the value creation;and delivery sequence is ________ the value where the sales force, sales promotion, advertising, and other communication tools;announce and promote the product.;a. developing;b. distributing;c. communicating;d. reversing;e. researching;9. The Japanese have refined the value delivery;process to include a component that;emphasizes ________.;a. zero servicing;b. zero customer feedback time;c. zero promotion;d. zero dependency on intermediaries;e. zero marketing costs;10.The;is a tool for identifying ways to createmore;customer value.;a. value chain;b. customer survey;c. brand loyalty index;d. promotion;channel;e. supplier database;11. The ________ identifies nine;strategically relevant activities that create value and cost in a specific;business.;a. value proposition;b. value chain;c. mission statement;d. annual report;e. manager?s log;12. 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 (marketing and sales), and servicing them;(service).;a. operations process;b. manufacturing process;c. primary activities;d. secondary activities;e. tertiary activities;13.Procurement;technology development, human resource management, and firm infrastructure are;handled in certain specialized departments and are called ________.;a. materials handling;b. support activities;c. inventory activities;d. primary activities;e. benchmark activities;14.The firm should estimate its competitors? costs and performances as;against which to compare its own;costs and performance.;a. competition;b. standards;c. challenges;d. benchmarks;e. moveable standards;15.The;firm?s 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 strategies;b. satellite businesses;c. core values;d. core business processes;e. core technologies;16.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 as the ________.;a. market;sensing process;b. market;research process;c. target;marketing process;d. market pulse;process;e. deployment;process;17.With respect to the core;business processes, all the activities involved in researching, developing, and;launching new high-quality offerings quickly and within budget are referred to;as the ________.;a. new product;process;b. new offering;realization process;c. product;development process;d. product launch;process;e. return on;investment process;18.With;respect to 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 process;b. customer;relationship management process;c. fulfillment;management process;d. customer;prospecting process;e. customer;equity process;19.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 process;b. customer;relationship management process;c. customer;prospecting process;d. customer;fulfillment management process;e. customer;equity process;20.Another way to describe a value delivery;network (partnering with specific suppliers and distributors) is to call it a ________.;a. teamwork group;b. cabal;c. domestic power center;d. link to relationships;e. supply chain;21. The key;to utilizing organizational core competencies;is to ________ that make up the essence of the business.;a. make the competencies;pay for themselves;b. own all intermediaries who come in contact with your goods and;services;c. own and nurture the resources and competencies;d. emphasize global promotions;e. segment workforces;22.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;benefits, (2) it has applications in a wide variety of markets, and (3) it is;difficult for competitors to;imitate.;a. core competency;b. business;strategy;c. core;technology;d. strategic;business unit;e. winning;strategy;23.Core competencies;tend to refer to areas of special technical and production expertise, where;tend to describe excellence in broader business processes.;a. process;benchmarks;b. distinctive capabilities;c. core business values;d. value statements;e. mission statements;24.George Day sees market-driven organizations as;excelling in three distinctive capabilities: ________, customer linking, and;channel bonding.;a. target marketing;b. market research;c. fulfilling customer needs;d. market sensing;e. customer service relationships;25.Competitors;find it hard to imitate companies;such as Southwest Airlines, Dell, or;IKEA because they are unable to copy their ________.;a. product innovations;b. distribution strategy;c. pricing policies;d. activity systems;e. logistics system;26.One conception of holistic marketing views it;as ?integrating the value exploration, ________, and value delivery activities;with the purpose of building long-term, mutually satisfying relationships and co-prosperity among;key stakeholders.?;a. value;creation;b. value;proposition;c. value;management;d. value;research;e. value chain;27.Holistic;marketers achieve profitable growth by expanding customer share, ________, and;capturing customer lifetime value.;a. undermining;competitive competencies;b. building;customer loyalty;c. milking the;market for product desires;d. renewing a;customer base;e. inspecting;all market share data;28.The;holistic marketing framework is designed to address three key management;questions. Which of the following is one of those questions?;a. Value;claims?how does the company deal;with value erosion?;b. Value proposition?how can;value propositions be made profitable?;c. Value chain?are there weak;links in the company?s value chain;d. Value network?how can a company effectively network?;e. Value exploration?how can a company;identify new value opportunities?;29.The customer?s ________ reflects existing and;latent needs and includes dimensions such as the need for participation;stability, freedom, and change.;a. competence space;b. resource space;c. emotional space;d. relationship space;e. cognitive space;30.The;company?s ________ can be described;in terms of breadth?broad versus focused scope of business, and depth?physical versus knowledge-based;capabilities.;a. business mission;b. core strategy;c. cognitive space;d. competency space;e. resource space


Paper#47268 | Written in 18-Jul-2015

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