【正文】 31 Chapter 2: Developing Marketing Strategies and Plans 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 Answer: a Page: 35 Level of difficulty: Medium 2. According to a chapter story about Hamp。M clothing stores, Hamp。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 Answer: e Page: 36 Level of difficulty: Hard 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 Answer: c Page: 36 Level of difficulty: Medium 4. In a hyperpetitive economy such as ours, a pany can win only by finetuning the value delivery process and choosing, providing, and ________ superior value. a. municating b. selecting target markets with c. posing d. developing e. researching Answer: a Page: 36 Level of difficulty: Medium Part 1: Understanding Marketing Management 32 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 Answer: b Page: 36 Level of difficulty: Easy 6. Today, the ―massmarket‖ 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 Answer: a Page: 37 Level of difficulty: Medium 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 Answer: a Page: 37 Level of difficulty: Medium 8. The last step in the value creation and delivery sequence is ________ the value where the sales force, sales promotion, advertising, and other munication tools announce and promote the product. a. developing b. distributing c. municating d. reversing e. researching Answer: c Page: 37 Level of difficulty: Medium 9. The Japanese have refined the value delivery process to include a ponent that emphasizes ________. a. zero servicing b. zero customer feedback time c. zero promotion d. zero dependency on intermediaries e. zero marketing costs Answer: b Page: 38 Level of difficulty: Medium Chapter 2: Developing Marketing Strategies and Plans 33 10. The ________ is a tool for identifying ways to create more customer value. a. value chain b. customer survey c. brand loyalty index d. promotion channel e. supplier database Answer: a Page: 38 Level of difficulty: Easy 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 Answer: b Page: 38 Level of difficulty: Medium 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 Answer: c Page: 38 Level of difficulty: Medium 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 Answer: b Page: 38 Level of difficulty: Hard 14. The firm should estimate its petitors’ costs and performances as ________ against which to pare its own costs and performance. a. petition b. standards c. challenges d. benchmarks e. moveable standards Answer: d Page: 38 Level of difficulty: Easy Part 1: Understanding Marketing Management 34 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 Answer: d Page: 38 Level of difficulty: Medium 16. With respect to core business processes, all the activities involved in gathering market intelligence, disseminating it within the anization, 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 Answer: a Page: 38 Level of difficulty: Medium 17. With respect to the core business processes, all the activities involved in researching, developing, and launching new highquality 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 Answer: b Page: 38 Level of difficulty: Hard 18. With respect to the core business processes, the __