科特勒市场营销第二章习题与答案

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1、Chapter2CompanyandMarketingStrategy:PartneringtoBuildCustomerRelationships1)Whichofthefollowingisthefirststepinstrategicplanning?A)setobjectivesandgoalsB)developthebusinessportfolioC)definethecompanymissionD)planmarketingstrategiesE)identifythreatsandweaknessesAnswer:CDiff

2、:1PageRef:39Skill:ConceptObjective:2-12)WhichofthefollowingisNOTastepinthestrategicplanningprocess?A)definingthecompanymissionB)settingcompanyobjectivesandgoalsC)designingthebusinessportfolioD)planningmarketingandotherfunctionalstrategiesE)evaluatingallmembersofthevaluecha

3、inAnswer:EDiff:2PageRef:39Skill:ConceptObjective:2-13)Whichofthefollowingprovidesananswertothesequestions:Whatisourbusiness?Whoareourcustomers?Whatdoourcustomersvalue?Whatshouldourbusinessbe?A)objectivesandgoalsB)amissionstatementC)abusinessportfolioD)marketingandfunctiona

4、lstrategiesE)operationalstrategiesAnswer:BDiff:2PageRef:39AACSB:CommunicationSkill:ConceptObjective:2-14)________shouldbemarketorientedanddefinedintermsof________.A)Annualplans;productneedsB)Strategicplans;companyneedsC)Long-rangeplans;companyneedsD)Missionstatements;custo

5、mers'needsE)Objectives;competitors'threatsAnswer:DDiff:2PageRef:39AACSB:Communication55Copyright©2010PearsonEducation,Inc.PublishingasPrenticeHallSkill:ConceptObjective:2-15)Allofthefollowingareaccurateguidelinesforacompany'smissionstatementEXCEPTwhichone?A)Amissionstateme

6、ntshouldberealistic.B)Amissionstatementshouldbenarrow.C)Amissionstatementshouldemphasizethecompany'sstrengthsinthemarketplace.D)Amissionstatementshouldbespecific.E)Amissionstatementshouldmotivateemployees.Answer:BDiff:3PageRef:39AACSB:CommunicationSkill:ConceptObjective:2-

7、16)Acompany'smissionstatementservesasastatementof________.A)factB)valuesC)purposeD)financialgoalsE)employeecommitmentAnswer:CDiff:2PageRef:39AACSB:CommunicationSkill:ConceptObjective:2-17)WhichofthefollowingisNOTamarket-orientedbusinessdefinition?A)"tomaketheInternetbuying

8、experiencefast,easy,andenjoyable"B)"toselltoolsandhomerepairandimprovementitems"C)"todeli