【正文】 . A mission statement has as its primary focus the product and how to make it. Answer: False Page: 44 Level of difficulty: Medium 74. One of the characteristics of a good mission statement is that it has an expansive number of goals for doing business. Answer: False Page: 44 Level of difficulty: Medium Chapter 2: Developing Marketing Strategies and Plans 45 75. A good illustration of a market definition of the business a pany is in would be ―We sell gasoline.‖ Answer: False Page: 46 Level of difficulty: Medium 76. If a pany sought to expand the number of existing products sold to its current markets, it would use an integrative growth strategy labeled as ―marketperation strategy.‖ Answer: True Page: 48 Level of difficulty: Hard 77. If a pany sought to grow via a strategy that required the pany to seek new businesses that have no relationship to its current technology, products, or markets, the pany would be using a diversification strategy called a conglomerate strategy. Answer: True Page: 49 Level of difficulty: Medium 78. Scenario analysis can be used to assist panies in appraising how well their corporate culture might match (or not match) potential business partners or acquisitions. Answer: True Page: 51 Level of difficulty: Medium 79. Once an anization has established a business mission in its business unit strategicplanning process, it may proceed to the second step of the planning process called goal formulation. Answer: False Page: 51 Level of difficulty: Medium 80. Good illustrations of microenvironment actors in the strategic planning process would be demographics, technology, and the socialcultural arena. Answer: False Page: 52 Level of difficulty: Hard 81. To evaluate opportunities, panies can use Market Opportunity Analysis (MOA) to determine the attractiveness and probability of success. Answer: True Page: 53 Level of difficulty: Easy 82. An environmental threat is a challenge posed by an unfavorable trend or development that would lead, in the absence of defensive marketing action, to lower sales or profit. Answer: True Page: 53 Level of difficulty: Medium 83. Once a SWOT analysis has been pleted, the strategic planner is ready to proceed to the goal formulation stage of the strategic planning process model. Answer: True Page: 54 Level of difficulty: Medium 84. In applying MBO (management by objectives) all objectives are treated as being equally important—objective discrimination is not allowed. Answer: False Page: 54 Level of difficulty: Medium Part 1: Understanding Marketing Management 46 85. For an MBO (management by objectives) system to work, one of the four criteria that the unit’s objectives must meet is that objectives must be stated quantitatively whenever possible. Answer: True Page: 55 Level of difficulty: Medium 86. A strategy is a game plan for achieving what the business unit wants to achieve. Answer: True Page: 56 Level of difficulty: Easy 87. Firms choosing a generic strategy centering on focus must be good at engineering, purchasing, manufacturing, and physical distribution. Answer: False Page: 56 Level of difficulty: Hard 88. One of the four major categories of strategic alliance involves sharing personnel (., human resource alliance) to staff alliance member marketing departments. Answer: False Page: 57 Level of difficulty: Medium 89. Partner Relationship Management (PRM) can be thought of as a corporation’s development of structures that support strategic alliances and treats the formation and management of partnerships as a core skill. Answer: True Page: 57 Level of difficulty: Medium 90. Companies normally measure their profit performance using ROI。 however, this approach suffers because profits are arbitrarily measured and subject to manipulation. Answer: True Page: 58 Level of difficulty: Medium 91. A marketing vision statement is a written document that summarizes what the marketer has learned about the marketplace and indicates how the firm plans to reach its marketing objectives. Answer: False Page: 60 Level of difficulty: Hard 92. Marketing plans are being more productionoriented because of the high costs of doing business in today’s economy. Answer: False Page: 60 Level of difficulty: Medium 93. The marketing plan should open with a situation analysis. Answer: False Page: 60 Level of difficulty: Easy 94. When a manager reaches the marketing strategy section of a marketing plan, he or she will define the mission and marketing and financial objectives. Answer: True Page: 60 Level of difficulty: Medium 95. One of the key questions to ask in evaluating a marketing plan is whether the plan is simple or not. Answer: True Page: 61 Level of difficulty: Medium Chapter 2: Developing Marketing Strategies and Plans 47 96. Such areas as sales forecasts, expense forecasts, and breakeven analysis are usually found in the financial projections section of the marketing plan. Answer: True Page: 61 Level of difficulty: Easy 97. Return on investment (ROI) shows how many units must be sold monthly to offset the monthly fixed costs and average perunit variable costs. Answer: False Page: 61 Level of difficulty: Medium 98. Most marketing plans conclude with a section that indicates how the plan will be implemented. Answer: True Page: 61 Level of difficulty: Easy 99. During the marketing strategy section of the marketing plan, goals and budgets are spelled out for each month or quarter so management can review each period’s results and take corrective action as needed. Answer: False Page: 61 Level of difficulty: Medium 100. A good illustration of a marketing objective would to ―decrease customer acquisition costs