Chapter 2 Company and Marketing Strategy:
Partnering to Build Customer Relationships
1) Which of the following is the first step in strategic planning?
A) t objectives and goals
B) develop the business portfolio
C) define the company mission
D) plan marketing strategies
E) identify threats and weakness
Answer: C
Diff: 1 Page Ref: 39
Skill: Concept
Objective: 2-1
2) Which of the following is NOT a step in the strategic planning process?
A) defining the company mission
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B) tting company objectives and goals
C) designing the business portfolio
D) planning marketing and other functional strategies
E) evaluating all members of the value chain
Answer: E
Diff: 2 Page Ref: 39
Skill: Concept
Objective: 2-1
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3) Which of the following provides an answer to the questions: What is our business? Who are our customers? What do our customers value? What should our business be?
A) objectives and goals
B) a mission statement
C) a business portfolio
D) marketing and functional strategies
E) operational strategies
Answer: B
Diff: 2 Page Ref: 39
AACSB: Communication
Skill: Concept
Objective: 2-1
4) ________ should be market oriented and defined in terms of ________.
A) Annual plans; product needs
B) Strategic plans; company needs
C) Long-range plans; company needs
D) Mission statements; customers' needs
E) Objectives; competitors' threats
Answer: D
Diff: 2 Page Ref: 39
AACSB: Communication
Skill: Concept
Objective: 2-1
5) All of the following are accurate guidelines for a company's mission statement EXCEPT which one?
A) A mission statement should be realistic.
B) A mission statement should be narrow.
C) A mission statement should emphasize the company's strengths in the marketplace.
D) A mission statement should be specific.
E) A mission statement should motivate employees.
Answer: B
Diff: 3 Page Ref: 39
AACSB: Communication
Skill: Concept
Objective: 2-1
6) A company's mission statement rves as a statement of ________.
A) fact
B) values
C) purpo
D) financial goals
E) employee commitment
Answer: C
Diff: 2 Page Ref: 39
AACSB: Communication
Skill: Concept
Objective: 2-1
7) Which of the following is NOT a market-oriented business definition?
A) "to make the Internet buying experience fast, easy, and enjoyable"
B) "to ll tools and home repair and improvement items"
C) "to deliver low prices every day"
D) "to be the guardian of our customers' financial dreams"
E) "to bring aspiration and innovation to every athlete in the world"
香的成语Answer: B
Diff: 2 Page Ref: 40
AACSB: Reflective Thinking
Skill: Concept
Objective: 2-1
8) All of the following are examples of product-oriented mission statements, EXCEPT which one?
A) "We provide online rvices."
B) "We run theme parks."
C) "We ll shoes."
怜爱D) "We ll lifestyle and lf-expression; success and status; memories, hopes, and dreams."
E) "We rent hotel rooms."
Answer: D
Diff: 2 Page Ref: 40
AACSB: Reflective Thinking
Skill: Concept
Objective: 2-1议论文摘抄
大白菜启动9) Which of the following is the principle objective of a market-oriented mission statement?
A) to satisfy basic customer needs
B) to satisfy basic supplier needs
C) to satisfy basic stockholder needs
D) to satisfy basic owner needs
E) to satisfy basic partnership needs
Answer: A
Diff: 2 Page Ref: 39
Skill: Concept
Objective: 2-1
10) The collection of business and products that make up a company is called its ________.
A) strategic business unit
B) mission statement
C) strategic plan
D) business portfolio
E) operational factor
Answer: D
Diff: 1 Page Ref: 41
Skill: Concept
Objective: 2-2
11) Which of the following can be a company division, a product line within a division, or sometimes a single product or brand?
A) a market
B) the BCG
C) an SBU
D) a PLC
E) a value delivery network
Answer: C
Diff: 2 Page Ref: 41
Skill: Concept
Objective: 2-2
12) After management has identified the key business making up its company, what is the next step in portfolio analysis?
A) identifying business in which to invest
B) asssing the attractiveness of its SBUs
C) deciding whether to harvest any business
D) completing short-range planning
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E) identifying SBUs
Answer: B
Diff: 2 Page Ref: 41
Skill: Concept
Objective: 2-2
1蓝牙传文件3) The best known product portfolio planning method was developed by ________.
