1、The task of any business is to ________.
A、reduce competition
B、create customer needs
C、communicate similar value as provided by competitors
D、differentiate in terms of cost of production
E、deliver customer value at a profit
2、In the cycle of complete strategic planning, taking corrective action is a part of ________.
A、analyzing
B、organizing
C、planning
D、controlling
E、implementation
3、Of the four organizational levels, the corporate level is likely to make which of the following decisions?
A、resource allocation for each product
B、strategic plan for individual business units
C、choosing specific suppliers for each business unit
D、entering a new market
E、marketing plan for each product
4、The marketing plan, the central instrument for directing and coordinating the marketing effort of a company, operates at the ________ levels.
A、strategic and tactical
B、customer and expenditure
C、corporate and operational
D、corporate and division
E、functional and operational
5、The ________ lays out the target markets and the value proposition that will be offered, based on an analysis of the best market opportunities.
A、corporate mission
B、strategic marketing plan
C、organizational plan
D、corporate tactical plan
E、customer-value statement
6、Juan Garcia plans the daily promotional releases about his company’s products and services. He can be described as a(n) ________ planner.
A、niche
B、tactical
C、strategic
D、operational
E、selective
7、Which of the following is an example of growth by diversification?
A、a company integrates backward to cut costs
B、a company introducing new product category in a new market
C、a company introducing its existing products in a new market
D、a company increases its product line in an existing market
E、a company i
8、Qantas, the Australian national airline carrier, introduces flights to the Middle East. This is an example of ________.
A、market penetration
B、market development
C、product development
D、differentiation
E、diversification
9、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.
A、promotional
B、diversification
C、differentiation
D、focus
E、overall cost leadership
10、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 ________.
A、promotional alliance
B、pricing collaboration
C、product alliance
D、network alliance
E、logistics alliance
