The Genfer of Fashion

Topics: Marketing, Strategic management, Product management Pages: 6 (1120 words) Published: March 9, 2013
COURSE MODULE - Art of Marketing and Branding

1.Which of the following is the most likely result of a marketing strategy that attempts to serve all potential customers? A) All customers will be delighted.高兴
B) Customer-perceived value will increase.
C) Customer evangelists will become unpaid salespersons for the service or product. D) Not all customers will be satisfied.
E) The company will need to follow up with a demarketing campaign.

2.The art and science of choosing target markets and building profitable relationships with them is called __阿____. A) marketing management
B) positioning
C) segmentation
D) selling
E) differentiation

3.Which customer question is answered by a company's value proposition?公司价值主张 A) "Why should I buy your brand rather than a competitor's?" B) "How does your brand benefit me and society?"
C) "What are the costs and benefits of your brand?"
D) "What kind of experience will I have with products and services associated with this brand?" E) "What are the benefits of being a loyal consumer of your brand?"

4.Which of the following marketing management orientations focuses primarily on improving efficiencies along the supply chain? A) production concept
B) product concept
C) selling concept
D) marketing concept
E) social marketing concept

5. The ________ concept is aligned with the philosophy of continuous product improvement and the belief that customers will choose products that offer the most in quality, performance, and innovative features. A) product

B) production
C) customer
D) marketing
E) promotion
6.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

7.The product concept says that a company should do which of the following? A) improve marketing of its best products
B) market only those products with high customer appeal
C) focus on the target market and make products that meet those customers' demands D) focus on making continuous product improvements
E) make promoting products the top priority

8.Which concept calls for aggressive selling and focuses on generating transactions to obtain profitable sales? A) marketing
B) production
C) product
D) selling
E) societal marketing

9.A company's mission statement serves as a statement of ________. A) fact
B) values
C) purpose
D) financial goals
E) employee commitment

10.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

1.The best known product portfolio planning method was developed by ________. A) the Boston Consulting Group
B) Philip Kotler
C) Harvard University
D) the SRI Consulting Firm
E) James P. Hess

12.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
13.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; implementing; leading; controlling
E) market penetration; market development; product development; diversification

14.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

15.In the BCG matrix, income...
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