市场营销资料.doc

Chapter 2
MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.
1)________ is the process of developing and maintaining a crucial fit between the organization's goals and capabilities and its changing marketing opportunities. 1) _______
A)SWOT analysis
B)Market segmentation
C)Benchmarking
D)Diversification
E)Strategic planning

2)Mission statements should ________ and be defined in terms of ________. 2) _______
A)be market oriented; satisfying basic customer needs
B)address sales and profits; the net return on investments
C)be technology oriented; meeting the self-actualization needs of customers
D)be product oriented; satisfying the esteem needs of customers
E)embody the company's short-term plans; current opportunities

3)Which of the following is the first step of business portfolio planning? 3) _______
A)shaping the future portfolio by developing strategies for growth and downsizing
B)identifying future opportunities
C)identifying internal strengths and weaknesses
D)determining short-term goals
E)determining which businesses should receive more, less, or no investment

4)According to the Boston Consulting Group approach, ________ serves as a measure of company strength in the market. 4) _______
A)product development
B)market diversification
C)market segmentation
D)product attribute
E)relative market share

5)Which of the following is true with regard to cash cows? 5) _
A)They require significant cash to maintain market share.
B)They are low-share businesses and products.
C)They can be used to help finance the company's question marks and stars.
D)They are high-growth, high-share businesses or products.
E)They do not promise to be large sources of cash.

6)Phoenix, a popular coffee shop chain in North America, recently opened 400 stores to cater to its rapidly increasing number of patrons. This exemplifies ________. 6) _______
A)product development
B)market segmentation
C)product differentiation
D)diversification
E)market penetration

7)The pharmaceuticals division of Omni Healthcare holds low market share in a high-growth market. According to the BCG matrix, the pharmaceuticals division of Omni can be classified as a ________. 7) _______
A)bear
B)question mark
C)dog
D)cash cow
E)star

8)Amor, a successful brand of women's clothing, recently introduced a line of fitness equipment. This is an example of ________. 8) _______
A)mass customization
B)prospecting
C)diversification
D)niche marketing
E)product adaptation

Refer to the scenario below to answer the following questions.

Fun-Spot Fun Park began as a small amusement park in 1985. With nothing more than a merry-go-round, a slide, pony rides, and an ice cream stand, Fun-Spot grew into a popular family attraction with 20 rides, a restaurant, and an outdoor performing arts theater.

"My wife, Gail, and I didn't know what we were getting into," commented Ron Hart, the owner. "We just knew that weekenders coming to the lakes in our rural area represented an untapped market."

Today, thousands of visitors flock to Fun-Spot: families, children of all ages, and even senior citizens who enjoy strolling through the gardens and the arbors.

"There's something here for everyone," Gail Hart said with a smile. "Dozens of companies hold annual company picnics here. We have welcomed class field trips. And we even had one wedding here at the park!"

"Here's the funny thing," Ron chimed in. "We really don't know why we've been so successful. There is nothing else like Fun-Spot Fun Park in the area. We were just lucky."

"I think it's the ambience of the park that has brought so many visitors," Gail added. "We provide a 'total package' of entertainment. Plus, we try to change our rides and various attractions from time to time for variety."

Ron and Gail Hart admitted that making every visitor happy is a priority. "That has always been our philosophy," they said. "Like the park's motto at the entrance reads, 'We're here to make you happy!' And we've always been able to deliver on that because we've never allowed ourselves to grow too big too quickly."

9)Fun-Spot's mission is ________. 9) _______
A)technology oriented
B)narrowly focused on profits
C)design oriented
D)market oriented
E)product oriented

10)Ron and Gail plan to lower prices in an effort to encourage customers to stay longer, visit more often, and spend more money during each visit. What type of strategy are Ron and Gail planning? 10) ______
A)market penetration
B)product development
C)diversification
D)market development
E)product adaptation

11)Ron and Gail strive to provide new offerings and entertainment options for their visitors. This type of strategy can be best described as ________. 11) ______
A)niche marketing
B)market penetration
C)diversification
D)market development
E)product development

12)Which of the following would be classified as an opportunity in a SWOT analysis of Fun-Spot? 12) ______
A)Fun-Spot employees tend to be enthusiastic and young, projecting an image of fun and vitality.
B)Fun-Spot plans to further diversify its offerings by beginning a two-week summer camp for elementary school students.
C)A new luxury hotel is being constructed in the area, with the aim of attracting more high-spending families on vacation.
D)A rival amusement park announces plans to open three new rides next season.
E)Ron and Gail have paid off the mortgage on Fun-Spot, significantly reducing their monthly expenses.

13)Each department in a company that carries out value-creating activities can be thought of as a link in the company's ________. 13) ______
A)channel of intermediaries
B)supplier chain
C)internal value chain
D)external value stream
E)demand chain

14)RedFin manufactures diving equipment that is highly regarded by customers worldwide. Each department in RedFin contributes to its success and can be thought of as a(n) ________. 14) ______
A)separate organization
B)SBU
C)separate market segment
D)independent subsidiary of the company
E)link in the company's internal value chain

15)The network made up of the company, its suppliers, its distributors, and, ultimately, its customers who partner with each other to improve the performance of the entire system is known as the ________. 15) ______
A)value delivery network
B)business portfolio
C)internal value chain
D)supply chain
E)marketing mix

16)Market segmentation can be best described as the process of ________. 16) ______
A)dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors, and who might require separate products or marketing programs
B)turning marketing plans into marketing actions to accomplish strategic marketing objectives
C)assigning specific human attributes to a given brand
D)maintaining a strategic fit between organizational goals and changing marketing opportunities
E)evaluating each market segment's attractiveness and selecting one or more segments to enter

17)Which of the following is an element of the marketing mix? 17) ______
A)place
B)esteem
C)needs
D)wants
E)education

18)Crocus, a gift store, specializes in serving customer segments that major competitors overlook and ignore. Which of the following best describes Crocus? 18) _____
A)market challenger
B)early adopter
C)market nicher
D)market follower
E)laggard

19)Ravenshaw Corp. assigns its sales and marketing people to specific countries, regions, and districts. Ravenshaw Corp. is most likely an example of a ________. 19) ______
A)mass marketer
B)functional organization
C)product organization
D)niche marketer
E)geographic organization

20)More and more companies are shifting their brand management focus toward ________. 20) ______
A)product management
B)technology management
C)customer management
D)geographic management
E)functional management

TRUE/FALSE. Write 'T' if the statement is true and 'F' if the statement is false.
21)A mission statement is a document embodying an organization's short-term goals. 21) ______

22)The purpose of strategic planning is to find ways in which your company can best use its strengths to take advantage of attractive opportunities in the environment. 22) ______

23)Market development involves company growth by identifying and developing new market segments for current company products. 23) ______

24)A product's position is the place it occupies relative to competitors' products in consumers' minds. 24) ______

25)Product means the goods-and-services combination the company offers to the target market. 25) ______

26)The four marketing management functions are analysis, planning, implementation, and control. 26) ______

27)Return on marketing investment refers to the net return from a marketing investment divided by the costs of the marketing investment. 27) ______

ESSAY. Write your answer in the space provided or on a separate sheet of paper.
28)Distinguish between market segmentation and market targeting.

SHORT ANSWER. Write the word or phrase that best completes each statement or answers the question.
29)Define market penetration. 29) _____________

30)What are the components of a company's marketing mix? 30) _____________

1)E

2)A

3)E

4)E

5)C

6)E

7)B

8)C

9)D

10)A

11)E

12)C

13)C

14)E

15)A

16)A

17)A

18)C

19)E

20)C

21)FALSE

22)TRUE

23)TRUE

24)TRUE

25)TRUE

26)TRUE

27)TRUE

28)The process of dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors, and who might require separate products or marketing programs, is called market segmentation.
On the other hand, market targeting involves evaluating each market segment's attractiveness and selecting one or more segments to enter. A company should target segments in which it can profitably generate the greatest customer value and sustain it over time.

29)Market penetration refers to company growth by increasing sales of current products to current market segments without changing the product.

30)A company designs an integrated marketing mix made up of factors under its control—product, price, place, and promotion (the four Ps).