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1、PrinciplesofMarketing,15eglobal(Kotler/Armstrong)Chapter2CompanyandMarketingStrategy:PartneringtoBuildCustomerRelationships1)________istheprocessofdevelopingandmaintainingacrucialfitbetweentheorganization'sgoalsandcapabilitiesanditschangingmarketingopportunities.A)BenchmarkingB)SWOTanalysisC)Market
2、segmentationD)StrategicplanningE)DiversificationAnswer:DPageRef:38Skill:ConceptObjective:2-1Difficulty:Easy2)Whichofthefollowingistruewithregardtostrategicplanning?A)Atthecorporatelevel,thecompanystartsthestrategicplanningprocessbydeterminingwhatportfolioofbusinessesandproductsisbestforthecompany.B
3、)Astrategicplandealswithacompany'sshort-termgoals.C)Findingthegameplanforlong-runsurvivalandgrowthisthefocusofstrategicplanning.D)Thestrategicplanisastatementofanorganization'spurpose.E)Strategicplanninginvolvesidentifyingsegmentsofconsumerswithidenticalpreferences.Answer:CPageRef:38Skill:ConceptOb
4、jective:2-1Difficulty:Moderate3)Whichofthefollowingisthefirststepinstrategicplanning?A)settingshort-termgoalsB)developingthebusinessportfolioC)definingtheorganizationalmissionD)formulatingthekeymarketingstrategiesE)identifyingtheorganization'sweaknessesandthethreatsitfacesAnswer:CPageRef:39Skill:Co
5、nceptObjective:2-1Difficulty:Easy43Copyright?2014PearsonEducation,Inc.4)WhichofthefollowingisNOTastepinthestrategicplanningprocess?A)definingthecompanymissionB)settingcompanyobjectivesandgoalsC)designingthebusinessportfolioD)planningmarketingandotherfunctionalstrategiesE)evaluatingmembersofthecompa
6、ny'svaluechainAnswer:EPageRef:39Skill:ConceptObjective:2-1Difficulty:Easy5)A________documentsanorganization'spurpose—whatitwantstoaccomplishinthelargerenvironment.A)visionstatementB)missionstatementC)businessportfolioD)valuepropositionE)productstrategyAnswer:BPageRef:39Skill:ConceptObjective:2-1Dif
7、ficulty:Easy6)Missionstatementsshould________andbedefinedintermsof________.A)betechnologyoriented;meetingtheself-actualizationneedsofcustomersB)beproductoriented;satisfyingtheesteemneedsofcustomersC)embodyt
