【正文】 ______ 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 Answer: a Page: 38 Level of difficulty: Medium Chapter 2: Developing Marketing Strategies and Plans 35 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 Answer: b Page: 38 Level of difficulty: Medium 20. Another way to describe a value delivery work (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 Answer: e Page: 39 Level of difficulty: Easy 21. The key to utilizing anizational core petencies is to ________ that make up the essence of the business. a. make the petencies pay for themselves b. own all intermediaries who e in contact with your goods and services c. own and nurture the resources and petencies d. emphasize global promotions e. segment workforces Answer: c Page: 39 Level of difficulty: Hard 22. We can say that a ________ has three characteristics: (1) It is a source of petitive 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 petitors to imitate. a. core petency b. business strategy c. core technology d. strategic business unit e. winning strategy Answer: a Page: 39 Level of difficulty: Medium 23. Core petencies 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 Answer: b Page: 40 Level of difficulty: Medium Part 1: Understanding Marketing Management 36 24. Gee Day sees marketdriven anizations 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 Answer: d Page: 40 Level of difficulty: Medium 25. Competitors find it hard to imitate panies 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 Answer: d Page: 40 Level of difficulty: Hard 26. One conception of holistic marketing views it as ―integrating the value exploration, ________, and value delivery activities with the purpose of building longterm, mutually satisfying relationships and coprosperity among key stakeholders.‖ a. value creation b. value proposition c. value management d. value research e. value chain Answer: a Page: 40 Level of difficulty: Hard 27. Holistic marketers achieve profitable growth by expanding customer share, ________, and capturing customer lifetime value. a. undermining petitive petencies b. building customer loyalty c. milking the market for product desires d. renewing a customer base e. inspecting all market share data Answer: b Page: 40 Level of difficulty: Medium 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 pany deal with value erosion? b. Value proposition—how can value propositions be made profitable? c. Value chain—are there weak links in the pany’s value chain d. Value work—how can a pany effectively work? e. Value exploration—how can a pany identify new value opportunities? Answer: e Page: 41 Level of difficulty: Hard Chapter 2: Developing Marketing Strategies and Plans 37 29. The customer’s ________ reflects existing and latent needs and includes dimensions such as the need for participation, stability, freedom, and change. a. petence space b. resource space c. emotional space d. relationship space e. cognitive space Answer: e Page: 41 Level of difficulty: Medium 30. The pany’s ________ can be described in terms of breadth—broad versus focused scope of business。 and depth—physical versus knowledgebased capabilities. a. business mission b. core strategy c. cognitive space d. petency space e. resource space Answer: d Page: 41 Level of difficulty: Medium 31. The collaborator’s ________ involves horizontal partnerships, where panies choose partners based on their ability to exploit related market opportunities, and vertical partnerships, where panies choose partners based on their ability to serve their value creation. a. resource space b. petency space c. cognitive space d. rational space e. service space Answer: a Page: 41 Level of difficulty: Medium 32. Business realignment may be necessary to maximize core petencies. Which of the following would be one of the steps in this realignment process? a. Reviewing all macro relationships. b. Reviewing global outreach projections. c. Redefining the business concept (the ―big idea‖). d. Reviewing successes from emerce (if any). e. Revamping the ethics statement. Answer: c Page: 41 Level of difficulty: Medium Part 1: Understanding Marketing Management 38 33. ________ allows the pany to discover who its customers are, how they behave, an