国际市场营销（山东交通学院）_智慧树知到答案2021年

第二章 Developing Marketing Strategies and Plans：Strategic planning takes place at four levels: corporate, division, business unit, and product. The corporate strategy establishes the framework within which the divisions and business units prepare their strategic plans. Setting a corporate strategy means defining the corporate mission, establishing strategic business units (SBUs), assigning resources to each, and assessing growth opportunities. Each product level within a business unit must develop a marketing plan for achieving its goals. The marketing plan is one of the most important outputs of the marketing process.2.1Corporate and Division Strategic Planning (I)企业和部门战略规划（一）:Corporate and Division Strategic Planning (I)
2.2Corporate and Division Strategic Planning (II)企业和部门战略规划（二）:Corporate and Division Strategic Planning (II)
2.3Business Unit Strategic Planning （I）业务单元战略规划（一）:Business Unit Strategic Planning （I）
2.4Business Unit Strategic Planning (II)业务单元战略规划（二）:Business Unit Strategic Planning (II)
2.5The Nature and Contents of a Marketing Plan营销计划的本质与内容:The Nature and Contents of a Marketing Plan

[单选题]In the cycle of complete strategic planning, taking corrective action is a part of ________.

选项:[organizing, planning, implementation, analyzing, controlling]
[单选题]Which of the following is an example of growth by diversification?

选项:[a company introducing new product category in a new market, a company introducing a new product category in an existing market, a company introducing its existing products in a new market, a company integrates backward to cut costs, a company increases its product line in an existing market]
[单选题]Qantas, the Australian national airline carrier, introduces flights to the Middle East. This is an example of ________.

选项:[product development, market penetration, market development, diversification, differentiation]
[单选题]The ________ lays out the target markets and the value proposition that will be offered, based on an analysis of the best market opportunities.

选项:[customer-value statement, organizational plan, strategic marketing plan, corporate tactical plan, corporate mission]
[单选题]Juan Garcia plans the daily promotional releases about his company's products and services. He can be described as a(n) ________ planner.

选项:[niche, selective, strategic, tactical, operational]
[单选题]Unlike its competitors in the online air travel industry, Travelocity provides its customers with a greater variety of services such as cruise reservations, package tours, hotel bookings, and car rentals. This is an example of a(n) ________ strategy.

选项:[differentiation, overall cost leadership, diversification, focus, promotional]
[单选题]McDonald's has often teamed up with Disney to offer products related to current Disney films as part of its meals for children. The best description of this form of alliance would be a ________.

选项:[pricing collaboration, product alliance, promotional alliance, logistics alliance, network alliance]
[单选题]The task of any business is to ________.

选项:[reduce competition, communicate similar value as provided by competitors, differentiate in terms of cost of production, deliver customer value at a profit, create customer needs]
[单选题]Of the four organizational levels, the corporate level is likely to make which of the following decisions?

选项:[entering a new market, choosing specific suppliers for each business unit, strategic plan for individual business units, resource allocation for each product, marketing plan for each product]
[单选题]The marketing plan, the central instrument for directing and coordinating the marketing effort of a company, operates at the ________ levels.

选项:[corporate and operational, customer and expenditure, strategic and tactical, functional and operational, corporate and division]
[单选题]A firm employing a focus strategy concentrates on achieving superior performance in an important customer benefit area valued by a large part of the market.

选项:[错, 对]
[单选题]A firm that is always working to improve its product offerings such that consumer needs are addressed more efficiently is following a differentiation strategy.

选项:[错, 对]
[单选题]Internal analysis in SWOT involves analyzing the possible opportunities and threats that can come from the market.

选项:[错, 对]
[多选题]External Environment analysis is to analyse ( )

选项:[weaknesses, opportunities, strengths, threats]