Kotler/Keller/Cunningham/Sivaramakrishnan Marketing Management, Fourteenth Canadian Edition Chapter 2 Defining Marketing for the 21st Century

Topics: Marketing, Strategic management, Marketing plan Pages: 12 (8912 words) Published: October 28, 2014
a. niche b. measurable c. creative d. micro e. macro Answer c Diff 2 Type MC Page Reference 31 Skill General Concept 2) Value delivery process can be divided into three phases, out of which choosing the value implies _______, which is the essence of strategic marketing a. segmentation, developing, and delivering b. segmentation, targeting, and positioning c. targeting, positioning, and communicating d. targeting, positioning, and delivering e. researching, developing, and delivering Answer b Diff 2 Type MC Page Reference 32 Skill Application 3) The task of any business is to deliver ________ at a profit. a. customer needs b. products c. improved quality d. customer value e. products and services Answer d Diff 2 Type MC Page Reference 32 Skill General Concept 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. composing b. communicating c. researching d. developing e. selecting target markets with Answer b Diff 2 Type MC Page Reference 32 Skill General Concept 5) The traditional view of marketing is that the firm makes something and then ________ it. a. markets b. services c. distributes d. prices e. sells Answer e Diff 1 Type MC Page Reference 32 Skill General Concept 6) James Frank has been put in charge of all the activities involved in receiving and approving orders, shipping the goods on time, and collecting payment. Mr. Franks task is best described as part of the ________. a. market-sensing process b. new-offering realization process c. customer acquisition process d. customer relationship management process e. fulfillment management process Answer e Diff 2 Type MC Page Reference 34 Skill General Concept 7) The first phase of the value creation and delivery sequence is ________ that represents the homework marketing must do before any product exists. a. target marketing b. projective thinking c. service consideration d. market research e. choosing the value Answer e Diff 2 Type MC Page Reference 32 Skill General Concept 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. reversing b. distributing c. developing d. researching e. communicating Answer e Diff 2 Type MC Page Reference 32 Skill General Concept 9) Youve been hired by a company to guide them through replacing the traditional physical process sequence with a value creation and delivery sequence. You would recommend that they replace their first step make the product with a. communicate the value. b. design the product. c. choose the value. d. sell the product. e. provide the value. Answer c Diff 2 Type MC Page Reference 32 Skill Application 10) The holistic marketing framework is designed to address three key management questions value ______, value creation, and value delivery. a. proposition b. chain c. exploration d. segmentation e. network Answer c Diff 2 Type MC Page Reference 35 Skill General Concept 11) The ________ is a tool for identifying ways to create more customer value. a. promotion channel b. value chain c. brand loyalty index d. supplier database e. customer survey Answer b Diff 1 Type MC Page Reference 32 Skill General Concept 12) Today, teams develop the ______________ with inputs and sign-offs from every important function. a. market plan b. organizational plan c. corporate mission d. customer-value statement e. strategic marketing plan Answer a Diff 3 Type MC Page Reference 36 Skill Application 13) Which of the following is NOT one of the four planning activities undertaken by all corporate headquarters a. defining the corporate mission b. establishing strategic business units c. assigning resources to each SBU d. assessing growth opportunities e. deciding sales channels Answer e Diff 2 Type MC Page Reference 36 Skill Application 14) The ________ identifies nine...
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