kotler02_tif_Marketing management习题.doc

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 HM clothing stores, HM 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 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 Answer: a Page: 36 Level of difficulty: Medium 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 “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 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 d