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9/2/11

Principles of Marketing, 14/E Philip Kotler, Gary Armstrong, solutions manual and test bank

Principles of Marketing, 14/E Philip Kotler,  Gary Armstrong, solutions manual and test bank
http://www.mediafire.com/view/hyda6sfb77a9cz4/Principles_of_Marketing,_14E_Philip_Kotler,_Gary_ArmstrongChapter_2.doc
http://www.mediafire.com/view/bpvlck5tsk0tazx/Principles_of_Marketing,_14E_Philip_Kotler,_Gary_ArmstrongKotler_POM14_IM_Ch2.doc



Principles of Marketing, 14e (Kotler)
Chapter 2   Company and Marketing Strategy: Partnering to Build
Customer Relationships

1) Which of the following involves adapting a firm to take advantage of opportunities in its constantly changing environment?
A) long-range planning
B) short-range planning
C) media planning
D) strategic planning
E) annual planning
Answer:  D
Diff: 2        Page Ref: 38
Skill:  Concept
Objective:  2-1

2) When a firm develops and maintains a strategic fit between its goals and capabilities, it is performing ________.
A) mission planning
B) values planning
C) strategic planning
D) business-portfolio planning
E) operations planning
Answer:  C
Diff: 1        Page Ref: 38
Skill:  Concept
Objective:  2-1

3) Which of the following is the first step in strategic planning?
A) set objectives and goals
B) develop the business portfolio
C) define the company mission
D) plan marketing strategies
E) identify threats and weaknesses
Answer:  C
Diff: 1        Page Ref: 39
Skill:  Concept
Objective:  2-1



4) Which of the following is NOT a step in the strategic planning process?
A) defining the company mission
B) setting company objectives and goals
C) designing the business portfolio
D) planning marketing and other functional strategies
E) evaluating all members of the value chain
Answer:  E
Diff: 2        Page Ref: 39
Skill:  Concept
Objective:  2-1
5) Which of the following provides an answer to these questions: What is our business? Who are our customers? What do our customers value? What should our business be?
A) objectives and goals
B) a mission statement
C) a business portfolio
D) marketing and functional strategies
E) operational strategies
Answer:  B
Diff: 2        Page Ref: 39
AACSB:  Communication Abilities
Skill:  Concept
Objective:  2-1

6) ________ should be market oriented and defined in terms of ________.
A) Annual plans; product needs
B) Strategic plans; company needs
C) Long-range plans; company needs
D) Mission statements; customers' needs
E) Objectives; competitors' threats
Answer:  D
Diff: 2        Page Ref: 39
Skill:  Concept
Objective:  2-1

7) A company's mission statement serves as a statement of ________.
A) fact
B) sustainability
C) purpose
D) financial goals
E) employee commitment
Answer:  C
Diff: 1        Page Ref: 39
AACSB:  Communication Abilities
Skill:  Concept
Objective:  2-1

8) Which of the following is NOT a market-oriented business definition?
A) "to nourish lives by making them healthier, easier, and richer"
B) "to sell tools and home repair and improvement items"
C) "to deliver low prices every day"
D) "to be the guardian of our customers' financial dreams"
E) "to bring inspiration and innovation to every athlete in the world"
Answer:  B
Diff: 2        Page Ref: 39
Skill:  Concept
Objective:  2-1
9) All of the following are examples of product-oriented mission statements EXCEPT which one?
A) "We are an online video service."
B) "We run theme parks."
C) "We sell shoes."
D) "We sell lifestyle and self-expression; success and status; memories, hopes, and dreams."
E) "We rent hotel rooms."
Answer:  D
Diff: 2        Page Ref: 39
Skill:  Concept
Objective:  2-1

10) Which of the following is the principle objective of a market-oriented mission statement?
A) to satisfy basic customer needs
B) to satisfy basic supplier needs
C) to satisfy basic stockholder needs
D) to satisfy basic owner needs
E) to satisfy basic partnership needs
Answer:  A
Diff: 2        Page Ref: 39
Skill:  Concept
Objective:  2-1

11) All of the following are accurate guidelines for a company's mission statement EXCEPT which one?
A) A mission statement should be realistic.
B) A mission statement should be narrow.
C) A mission statement should emphasize the company's strengths in the marketplace.
D) A mission statement should be specific.
E) A mission statement should motivate employees.
Answer:  B
Diff: 3        Page Ref: 40
AACSB:  Communication Abilities
Skill:  Concept
Objective:  2-1

12) Revlon has clearly defined its "mission" of selling lifestyle and self-expression. In order for the firm to launch its strategic plan, the mission needs to next be turned into detailed ________ that guide each level of the company.
A) sets of strategies
B) sets of tactics
C) product mixes
D) supporting objectives
E) sets of promotional tools
Answer:  D
Diff: 3        Page Ref: 40
Skill:  Concept
Objective:  2-1
13) The collection of businesses and products that make up a company is called its ________.
A) strategic business unit
B) mission statement
C) strategic plan
D) business portfolio
E) operational factor
Answer:  D
Diff: 1        Page Ref: 40
Skill:  Concept
Objective:  2-2

14) Business portfolio planning involves two steps: ________ and ________.
A) identifying SBUs; assessing the attractiveness of SBUs
B) analyzing the current business portfolio; shaping the future business portfolio
C) identifying internal strengths; identifying external opportunities
D) conducting a SWOT analysis; establishing marketing controls
E) identifying growth opportunities; evaluating growth opportunities
Answer:  B
Diff: 2        Page Ref: 40
Skill:  Concept
Objective:  2-2

15) Paul Pierce is busy working with other managers evaluating the products and businesses making up their company. Paul is engaged in ________.
A) defining the company's mission statement
B) preparing a business portfolio
C) portfolio analysis
D) marketing planning
E) marketing control
Answer:  C
Diff: 2        Page Ref: 42
Skill:  Concept
Objective:  2-2

16) Which of the following can be a company division, a product line within a division, or sometimes a single product or brand?
A) a market
B) the BCG
C) an SBU
D) a PLC
E) a value delivery network
Answer:  C
Diff: 2        Page Ref: 42
Skill:  Concept
Objective:  2-2
17) After management has identified the key businesses making up its company, what is the next step in portfolio analysis?
A) identifying businesses in which to invest
B) assessing the attractiveness of its SBUs
C) deciding whether to harvest any businesses
D) completing short-range planning
E) identifying SBUs
Answer:  B
Diff: 2        Page Ref: 42
Skill:  Concept
Objective:  2-2

18) The best-known product portfolio planning method was developed by ________.
A) the Boston Consulting Group
B) Philip Kotler
C) the SWOT Consulting Group
D) the SRI Consulting Firm
E) James P. Hess
Answer:  A
Diff: 2        Page Ref: 42
Skill:  Concept
Objective:  2-2

19) Most portfolio analysis methods evaluate SBUs on two dimensions, namely ________ and ________.
A) market share; strength of the SBU's position
B) market diversification; relative market share
C) market or industry attractiveness; strength of the SBU's position
D) market growth rates; profits
E) market penetration; market development
Answer:  C
Diff: 2        Page Ref: 42
Skill:  Concept
Objective:  2-2

20) In the Boston Consulting Group approach, ________ provides a measure of market attractiveness.
A) relative market share
B) market development
C) market penetration
D) market growth rate
E) market segmentation
Answer:  D
Diff: 2        Page Ref: 42
Skill:  Concept
Objective:  2-2
21) In the Boston Consulting Group approach, ________ serves as a measure of company strength in the market.
A) relative market share
B) market development
C) market diversification
D) market growth rate
E) market segmentation
Answer:  A
Diff: 2        Page Ref: 42
Skill:  Concept
Objective:  2-2

22) The BCG growth-share matrix classifies four types of SBUs. They are ________, ________, ________, and ________.
A) product; price; promotion; placement
B) sales; market share; price; promotion
C) stars; cash cows; question marks; dogs
D) planning; implementing; leading; controlling
E) market penetration; market development; product development; diversification
Answer:  C
Diff: 2        Page Ref: 42
Skill:  Concept
Objective:  2-2





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3 comments:

  1. Anonymous5/08/2013

    i need a tb for Principles of Marketing, 14/E Philip Kotler... help me please

    ReplyDelete
    Replies
    1. please contact me by email. ggsmtb@gmail.com

      Delete
  2. enerally look after a particular brand in a company, they are in charge of taking the brand forward in terms of the overall strategy this can mean PR/Above the line etc but also reporting to the MM, whereas the marketing
    Manager looks after the marketing of brand(s) and in a big company that can mean multiple brands.

    ReplyDelete

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