第二章The task of any business is to ________.
答案:deliver customer value at a profit
In the cycle of complete strategic planning, taking corrective action is a part of ________.
答案:controlling
Of the four organizational levels, the corporate level is likely to make which of the following decisions?
答案:entering a new market
The marketing plan, the central instrument for directing and coordinating the marketing effort of a company, operates at the ________ levels.
答案:strategic and tactical
The ________ lays out the target markets and the value proposition that will be offered, based on an analysis of the best market opportunities.
答案:strategic marketing plan
Juan Garcia plans the daily promotional releases about his company's products and services. He can be described as a(n) ________ planner.
答案:tactical
Which of the following is an example of growth by diversification?
答案:a company introducing new product category in a new market
Qantas, the Australian national airline carrier, introduces flights to the Middle East. This is an example of ________.
答案:market penetration
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.
答案:differentiation
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 ________.
答案:promotional alliance
Internal analysis in SWOT involves analyzing the possible opportunities and threats that can come from the market.
答案:错
A firm that is always working to improve its product offerings such that consumer needs are addressed more efficiently is following a differentiation strategy.
答案:对
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.
答案:错
External Environment analysis is to analyse ( )
答案:threats;opportunities
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