Cuốn Nguyên lý tiếp thị của Philip Kotler được xem như kinh thánh về ngành marketing tại 58 quốc gia trên thế giới. Thực ra bản dịch Nguyên lý tiếp thị chưa thực sự bao quát được toàn bộ nội dung cuốn sách bởi marketing rộng hơn tiếp thị rất nhiều. Bởi tính toàn diện của mình, sách Nguyên lý tiếp thị đã trở thành giáo trình môn marketing trong rất nhiều trường đại học.
Trang 1Chapter 2 Company and Marketing Strategy:
Partnering to Build Customer Relationships
GENERAL CONTENT: Multiple-Choice Questions
1 _ is the task of selecting an overall company strategy for long-run survivaland growth
a Strategic market planning
b Annual market planning
4 A _ defines a business in terms of satisfying basic customer needs
a market oriented mission statement
Trang 25 All of the following are accurate descriptions of a company’s mission statement,except which one?
a Mission statement should be realistic
b Mission statement should be broad
c Mission statement should fit the market environment
d Mission statement should be written for “public relations” purpose
e Mission statement might outline employee growth options
(Answer: b; p 39; Moderate)
6 All of the following are market-oriented mission statements, except which one?
a eBay’s mission is to connect individual buyers and sellers online
b Singapore Airlines is the world’s largest airline
c Girl Scouts of America, “where girls grow strong”
d Wal-Mart, “we deliver low prices everyday.”
e None of the above is a market-oriented mission statement
Trang 310 The best known product portfolio planning method was developed by _
a Philip Kotler
b Harvard University
c SRI Consulting Firm
d Boston Consulting Group
e James P Hess
(Answer: d; p 40; Easy)
11 Most portfolio analysis methods evaluate SBUs on two dimensions, namely _ and _
a market share; sales
b market growth rate; relative market share
c market attractiveness; market growth rate
d market growth rate; profits
e none of the above
(Answer: b; p 40; Moderate)
12 The BCG growth-share matrix classifies four types off SBUs They are _, _, _ and _
a product; price; promotion; placement
b sales; market share; price; promotion
c stars; cash cows; question marks; dogs
d planning; organizing; leading; controlling
e north; south; east; west
(Answer: c; p 41; Moderate)
13 In the BCG approach, _ are high-share, high-growth businesses or products.They need heavy investment to finance rapid growth When their growth slows down,they turn into _
a cash cows; stars
b question marks; dogs
c stars; question marks
d stars; cash cows
e dogs; cash cows
(Answer: d; p 41; Moderate)
14 All of the following phrases accurately reflect problems with the BCG matrixapproach, except which one?
a They are easy to implement
b They can be costly
c They can be time consuming to implement
d It is difficult to define SBUs and measure market share and growth
e B and C
(Answer: a; p 41; Moderate)
Trang 415 Unlike former strategic-planning efforts, today’s strategic planning has been _
Trang 520 In 1999, Starbucks purchased Hear Music and began making compilation musicCDs to play and sell in its stores It has also tested new restaurant concepts, such asCircadia in San Francisco Starbucks is considering _
a new product development
21 Increasingly in today’s marketplace, competition takes place between the _
a large and small competitors
b number 1 and number 2 spot firms
c entire value-delivery networks of firms
d market leaders only
e none of the above
Trang 6(Answer: d; p 45; Easy)
25 _ involves evaluating each market segment’s attractiveness and selecting one
or more segments to enter
27 Saturn is “a different kind of company, different kind of a car”; the Hummer is
“like nothing else.” These statements reflect a firm’s _
28 Effective positioning begins with actually _ the company’s marketing offer
so that it gives consumers more value
a single market segment; add segments
b multitude of segments; add more segments
c few segments; add more segments
d niche; differentiate
e none of the above
Trang 7a evaluating goals; measuring performance
b achieving goals; measuring performance
c taking corrective action; measuring performance
d measuring performance; taking corrective action
e taking corrective action; follow-up
(Answer: d; p 57; Challenging)
34 The _ is normally conducted by an objective and experienced outside party.The findings are later presented to management Management then decides whichactions make sense and how and when to implement them
a marketing planning
b marketing audit
c advertising plan
Trang 836 All of the following are steps in the strategic planning process, except which one?
a Defining the company mission
b Setting company objectives and goals
c Planning marketing and other functional strategies
d Collaborating with suppliers on all fronts
e None of the above
(Answer: d; p 37; Moderate)
37 Starbucks has an annual plan in place to deal with the company’s current SBUsand their operations However, Starbucks as a growth-oriented firm is interested inboth domestic and international markets This requires Starbucks to constantlymonitor the environment and adapt to the opportunities it is presented with Starbucksneeds a _ in place
Trang 9a We make the Internet buying experience fast, easy, and enjoyable
b We create customer connectivity anytime, anywhere
a At America Online we provide online services
b In Disney, we run theme parks
c At Nike, we sell shoes
d At Wal-Mart, we deliver low prices every day
e B and C
(Answer: d; p 38; Moderate)
42 _ should be market oriented and defined in terms of _
a Strategic plans; company needs
b Annual plans; product needs
c Long-range plans; company needs
d Mission statements; customer needs
e Objectives; customer wants
(Answer: d; p 38; Moderate)
43 A vendor for Ford Motor Company received the following message from Ford’smarketing managers: “As we move forward during the 21st century, it is incumbentupon us to inform you that Ford is committed to building profitable customerrelationships by creating environmentally better cars and getting them to marketfaster at lower costs.” The marketing manager is referring to Ford’s _
Trang 10c marketing goals
d marketing tactics
e none of the above
(Answer: b; p 40; Moderate)
45 Revlon has clearly defined its “mission” of selling lifestyle and self-expression
As the firm prepares to launch its strategic plan, the mission needs to be turned intodetailed _ that guide the whole company
47 Colgate toothpaste, the flagship product of Colgate-Palmolive Company, has been
a success for generations The parent company’s success is so well known that itcould enter the solar energy business, but that would not take advantage of its corecompetency, providing a plethora of brands to large groups of customers Thisreflects that Colgate-Palmolive should base its mission on its _
48 All of the following are problems with matrix approaches, except which one?
a Formal planning approaches can place too much emphasis on share growth or growth through entry into new markets
market-b Many companies can plunge into unrelated and new high-growthbusinesses that they did not know how to manage—with bad results
c Many companies often too quickly abandon, sell, or milk to death theirhealthy mature businesses
d Many firms have dropped formal matrix methods in favor of morecustomized approaches that are better suited to their specific situations
Trang 11e A and B
(Answer: d; p 41; Moderate)
49 Starbucks has introduced a debit card that lets customers prepay for coffee andsnacks Starbucks management is considering whether the company can achievedeeper _
b A strong competitor has opened shop next door
c The economic climate is showing signs of recovery
d The firm has grown too fast
e Competition has increased
d needs and wants
e none of the above
(Answer: c; p 47; Moderate)
Trang 1253 In its quest to create customer value, McDonald’s is effective only to the extentthat _
a it pioneered the fast-food industry
b McDonald’s finely tuned system delivers a high standard of quality andservice
c it successfully partners with its franchises, suppliers, and others to jointlydeliver exceptionally high customer value
d McDonald’s hamburgers are loved all over the world
e customers relate to the promotional gimmicks being displayed
(Answer: c; p 47; Moderate)
54 Multinationals like Honda Motor Co and Wal-Mart stores have designedprograms to work closely with their suppliers to help them reduce their costs andimprove quality This illustrates the importance of an efficient _
b Being a low-cost operator
c A consistent product mix
a targeting
b segmentation
c positioning
d all of the above
e none of the above
(Answer: c; p 50; Moderate)
57 A company’s marketing strategy entails three steps: _, _, and _
a product; price; promotion
b market segmentation; target marketing; market positioning
c marketing analysis; planning; implementation
Trang 13d analysis; implementation; control
e problem identification; information search; decision
d All of the above
e None of the above
60 The first step in strategic planning is to _
a set objectives and goals
b develop the business portfolio
c define the company mission
d plan marketing strategies
d take corrective action
e study the production process
(Answer: c; p 57; Easy)
62 As Starbucks continues to grow, it is faced with myriad challenges during theimplementation of marketing plans Hence, the marketing department must practiceconstant _
Trang 1463 The steps in the marketing control process include all, except which one?
a Setting goals
b Measuring performance
c Taking corrective action
d Defining the mission
e None of the above
a product management; functional management
b product management; territory management
c brand management; customer relationship management
d territory management; functional management
e global management; regional management
(Answer: c; p 57; Challenging)
66 According to the authors of your text, many managers think “implementation” is
as important as or even more important than “ _.”
Trang 1568 Modern marketing departments are arranged into the following ways, exceptwhich one?
a Functional organization
b Market management organization
c Product management organization
Trang 1673 In the Boston Consulting Group approach, _ provide(s) a measure of marketattractiveness
a relative market share
d market growth rate
e none of the above
(Answer: a; p 40; Moderate)
75 The Bank of New York bought Pershing, a part off-shore BPO firm withoperations in India, from Credit Suisse First Boston The Bank of New York ispursing _ for growth
a product development strategy
b market development strategy
(Answer: False; p 40; Moderate)
77 The product management organizational format was founded by Procter andGamble
(Answer: True; pp 56–57; Moderate)
78 Marketing strategy is the marketing logic by which a company hopes to achieveprofitable customer relationships
(Answer: True; p 49; Challenging)
Trang 1779 Starbucks has introduced a debit card that lets customers prepay for coffee andsnacks Starbucks management is considering whether the company can achievedeeper product development
(Answer: False; p 45; Moderate)
80 The first step in strategic planning is to define the company mission
(Answer: True; p 37; Moderate)
81 The first step in the marketing control process is to measure performance
(Answer: True; p 57; Moderate)
82 The image a product reflects in the minds of consumers is called marketsegmentation
(Answer: False; p 50; Easy)
83 Strategic control involves looking at whether a company’s basic strategies arewell matched to its opportunities
(Answer: True; p 57; Moderate)
84 Strategic market planning is the task of selecting an overall company strategy forlong-run survival and growth
(Answer: True; p 54; Moderate)
85 A market segment consists of consumers who respond in different ways to a givenset of marketing efforts
(Answer: False; p 50; Moderate)
86 Through annual marketing planning, the company decides what it wants to dowith each business unit
(Answer: False; p 54; Moderate)
87 Guided by marketing strategy, the company designs a marketing mix made up offactors under its control—product, price, place, and promotion
(Answer: True; p 52; Moderate)
88 A company with limited resources might decide to serve all segments of a market.(Answer: False; p 50; Moderate)
89 Marketing mix is the set of uncontrollable, marketing tools that the firm can use
to influence the demand for its product
(Answer: False; p 52; Moderate)
90 The elements of the marketing mix commonly known as the “four Ps” include:product, price, place, and promotion
(Answer: True; p 52; Easy)
Trang 1891 Holiday Inn has divided the total customer market into smaller segments andselected the most promising segments Deciding what position it wants to occupy inthese segments is called targeting
(Answer: False; p 50; Moderate)
92 At America Online, “we create customer connectivity, anytime, anywhere,” is aproduct-oriented business definition
(Answer: False; p 38; Moderate)
93 At America Online, “we provide online services,” is a market-oriented businessdefinition
(Answer: False; p 38; Moderate)
94 “At Nike, we sell shoes” is a market-oriented business definition
(Answer: False; p 38; Moderate)
95 Revlon has clearly defined its “mission” of selling lifestyle and self-expression
As the firm prepares to launch its strategic plan, the mission needs to be turned into adetailed set of objectives that guide the whole company
(Answer: True; p 39; Moderate)
96 Making more sales to current customers without changing a firm’s products ismarket penetration
(Answer: True; p 44; Moderate)
97 Unlike former strategic planning efforts, today’s strategic planning has beencentralized
(Answer: False; p 42; Moderate)
98 Mission statements must fit the market environment, as indicated here by the GirlScouts of America’s mission: “where girls grow strong.”
(Answer: True; p 39; Moderate)
99 The collection of businesses and products that make up a company is called itsmarketing strategy
(Answer: False; p 49; Easy)
100 An SBU can be a company division, a product line within a division, orsometimes a single product or brand
(Answer: True; p 40; Easy)
101 In the Boston Consulting Group approach, relative market share serves as ameasure of company strength in the market
(Answer: False; p 40; Easy)
Trang 19102 More and more companies are shifting their brand management focus towardcustomer relationship management
(Answer: True; p 61; Easy)
103 ABC Fortunes has just developed a formal statement of its purpose This firm hasput together a mission statement
(Answer: True; p 38; Easy)
104 Mission statements should be realistic and general in nature
(Answer: False; p 39; Moderate)
105 Mission statements should both fit the market environment and be motivating (Answer: True; p 39; Easy)
Essay
106 Define strategic planning Discuss the steps involved
The process of developing and maintaining a strategic fit between the organization’sgoals and capabilities and its changing marketing opportunities is called strategicmarket planning At the outset, beginning at the corporate level, each company mustdefine its overall purpose and mission What is our business? Who is the customer?What do our customers value? Answers to these questions are crucial in writing aclear mission statement Thus, mission statements need to be carefully defined interms of customer needs Missions should be realistic, motivating, and fit the marketenvironment Missions lead to setting business and marketing objectives/goals in theplanning process This is followed by decisions regarding what portfolio ofbusinesses and products is best for the company and how much support to give eachone Next, each business and product develops detailed marketing and otherfunctional strategies In this step, plans are drawn at the business unit, product, andmarket levels in support of company wide plans