第二章单元测试
- The task of any business is to ________.
- In the cycle of complete strategic planning, taking corrective action is a part of ________.
- Of the four organizational levels, the corporate level is likely to make which of the following decisions?
- The marketing plan, the central instrument for directing and coordinating the marketing effort of a company, operates at the ________ levels.
- The ________ lays out the target markets and the value proposition that will be offered, based on an analysis of the best market opportunities.
- Juan Garcia plans the daily promotional releases about his company's products and services. He can be described as a(n) ________ planner.
- Which of the following is an example of growth by diversification?
- Qantas, the Australian national airline carrier, introduces flights to the Middle East. This is an example of ________.
- 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.
- 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 ________.
- Internal analysis in SWOT involves analyzing the possible opportunities and threats that can come from the market.
- A firm that is always working to improve its product offerings such that consumer needs are addressed more efficiently is following a differentiation strategy.
- 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.
- External Environment analysis is to analyse ( )
A:differentiate in terms of cost of production B:deliver customer value at a profit C:communicate similar value as provided by competitors D:create customer needs E:reduce competition
答案:deliver customer value at a profit
A:analyzing B:controlling C:organizing D:implementation E:planning
答案:controlling
A:strategic plan for individual business units B:resource allocation for each product C:choosing specific suppliers for each business unit D:marketing plan for each product E:entering a new market
答案:entering a new market
A:functional and operational B:strategic and tactical C:corporate and operational D:corporate and division E:customer and expenditure
答案:strategic and tactical
A:corporate mission B:strategic marketing plan C:corporate tactical plan D:customer-value statement E:organizational plan
答案:strategic marketing plan
A:strategic B:tactical C:niche D:selective E:operational
答案:tactical
A:a company introducing new product category in a new market B:a company increases its product line in an existing market C:a company introducing its existing products in a new market D:a company integrates backward to cut costs E:a company introducing a new product category in an existing market
答案:a company introducing new product category in a new market
A:product development B:market penetration C:differentiation D:market development E:diversification
答案:market penetration
A:differentiation B:focus C:overall cost leadership D:diversification E:promotional
答案:differentiation
A:promotional alliance B:product alliance C:pricing collaboration D:network alliance E:logistics alliance
答案:promotional alliance
A:错 B:对
答案:错
A:错 B:对
答案:对
A:对 B:错
答案:错
A:opportunities B:threats C:weaknesses D:strengths
答案:opportunities###threats
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