Marketing plan kotler

Part 1: Understanding Marketing Management

Chapter 2: Developing Marketing Strategies and Plans

Chapter 2: Developing Marketing Strategies and Plans

GENERAL CONCEPT QUESTIONS

Multiple Choice

1. A key ingredient of the marketing management process is insightful, ________ marketing strategies and plans that can guide marketing activities.

a. creative

b. measurable

c. macro

d. micro

e. niche

2. According to a chapter story about H&M clothing stores, H&M is able to put products out quickly and inexpensively by all of the following EXCEPT ________.

a. having few middlemen and owning no factories

b. buying large volumes

c. having extensive experience in the clothing industry

d. having a great knowledge of which goods should be bought from which markets

e. having total control of its distribution channel from the time the goods are produced until the time they are sold

3. The task of any business is to deliver ________ at a profit.

a. customer needs

b. products

c. customer value

d. products and services

e. improved quality

4. In a hypercompetitive economy such as ours, a company can win only by fine-tuning the value delivery process and choosing, providing, and ________ superior value.

a. communicating

b. selecting target markets with

c. composing

d. developing

e. researching

5. The traditional view of marketing is that the firm makes something and then ________ it.

a. markets

b. sells

c. distributes

d. prices

e. services

6. Today, the “mass-market” is actually splintering into numerous ________, each with its own wants, perceptions, preferences, and buying criteria.

a. micromarkets

b. market targets

c. macromarkets

d. customer cliques

e. demographic units

7. The first phase of the value creation and delivery sequence is ________ that represents the “homework” marketing must do before any product exists.

a. choosing the value

b. market research

c. target marketing

d. service consideration

e. projective thinking

8. The last step in the value creation and delivery sequence is ________ the value where the sales force, sales promotion, advertising, and other communication tools announce and promote the product.

a. developing

b. distributing

c. communicating

d. reversing

e. researching

9. The Japanese have refined the value delivery process to include a component that emphasizes ________.

a. zero servicing

b. zero customer feedback time

c. zero promotion

d. zero dependency on intermediaries

e. zero marketing costs

10. The ________ is a tool for identifying ways to create more customer value.

a. value chain

b. customer survey

c. brand loyalty index

d. promotion channel

e. supplier database

11. The ________ identifies nine strategically relevant activities that create value and cost in a specific business.

a. value proposition

b. value chain

c. mission statement

d. annual report

e. manager’s log

12. The ________ in the value chain cover the sequence of bringing materials into the business (inbound logistics), converting them into final products (operations), shipping out final products (outbound logistics), marketing them (marketing and sales), and servicing them (service).

a. operations process

b. manufacturing process

c. primary activities

d. secondary activities

e. tertiary activities

13. Procurement, technology development, human resource management, and firm infrastructure are handled in certain specialized departments and are called ________.

a. materials handling

b. support activities

c. inventory activities

d. primary activities

e. benchmark activities

14. The firm should estimate its competitors’ costs and performances as ________ against which to compare its own costs and performance.

a. competition

b. standards

c. challenges

d. benchmarks

e. moveable standards

15. The firm’s success depends not only on how well each department performs its work, but also on how well the various departmental activities are coordinated to conduct ________.

a. core strategies

b. satellite businesses

c. core values

d. core business processes

e. core technologies

16. With respect to core business processes, all the activities involved in gathering market intelligence, disseminating it within the organization, and acting on the information is referred to as the ________.

a. market sensing process

b. market research process

c. target marketing process

d. market pulse process

e. deployment process

17. With respect to the core business processes, all the activities involved in researching, developing, and launching new high-quality offerings quickly and within budget are referred to as the ________.

a. new product process

b. new offering realization process

c. product development process