Kotler02 Tif
Chapter 2
Company and Marketing Strategy:
Partnering to Build Customer Relationships
GENERAL CONTENT: Multiple-Choice Questions
1. Nike has been successful in selecting an overall company strategy for long-run survival and growth called ________.
a. tactical planning
b. strategic planning
c. futuristic planning
d. marketing planning
e. relationship marketing
(Answer: b; p. 36; Easy; LO1)
2. When your firm practices developing and maintaining a strategic fit between your organization’s goals and capabilities, it is performing ________.
a. tactical planning
b. values planning
c. strategic planning
d. short-term planning
e. operations planning
(Answer: c; p. 36; Moderate; LO1)
3. At the corporate level, a company starts the strategic planning process by defining its overall purpose and ________.
a. mission
b. values
c. vision
d. opinions
e. strengths
(Answer: a; p. 36; Easy; LO1)
4. Marketing planning at your firm occurs at what levels?
a. Business-unit, market
b. Business-unit, product
c. product, market
d. business-unit, product, market
e. business-unit, financial unit, market
(Answer: d; p. 37; Easy; LO1)
5. Studies have shown that a well-crafted mission statement aids a firm’s performance as the mission statement serves as a statement of ________.
a. fact
b. values
c. purpose
d. financial goals
e. employee commitment
(Answer: c; p. 37; Moderate; LO1)
6. The principle objective of a market-oriented mission statement is to ________.
a. satisfy basic customer needs
b. satisfy basic supplier needs
c. satisfy basic stockholder needs
d. satisfy basic owner needs
e. satisfy basic partnership needs
(Answer: a; p. 37; Easy; LO1)
7. Your text pointed out that mission statements should be both realistic and ________.
a. long term
b. specific
c. short term
d. value laden
e. unachievable
(Answer: b; p. 38; Moderate; LO1)
8. Many mission statements are written more for public relations purposes. In your text, these types of statements are referred to as _______
Company and Marketing Strategy:
Partnering to Build Customer Relationships
GENERAL CONTENT: Multiple-Choice Questions
1. Nike has been successful in selecting an overall company strategy for long-run survival and growth called ________.
a. tactical planning
b. strategic planning
c. futuristic planning
d. marketing planning
e. relationship marketing
(Answer: b; p. 36; Easy; LO1)
2. When your firm practices developing and maintaining a strategic fit between your organization’s goals and capabilities, it is performing ________.
a. tactical planning
b. values planning
c. strategic planning
d. short-term planning
e. operations planning
(Answer: c; p. 36; Moderate; LO1)
3. At the corporate level, a company starts the strategic planning process by defining its overall purpose and ________.
a. mission
b. values
c. vision
d. opinions
e. strengths
(Answer: a; p. 36; Easy; LO1)
4. Marketing planning at your firm occurs at what levels?
a. Business-unit, market
b. Business-unit, product
c. product, market
d. business-unit, product, market
e. business-unit, financial unit, market
(Answer: d; p. 37; Easy; LO1)
5. Studies have shown that a well-crafted mission statement aids a firm’s performance as the mission statement serves as a statement of ________.
a. fact
b. values
c. purpose
d. financial goals
e. employee commitment
(Answer: c; p. 37; Moderate; LO1)
6. The principle objective of a market-oriented mission statement is to ________.
a. satisfy basic customer needs
b. satisfy basic supplier needs
c. satisfy basic stockholder needs
d. satisfy basic owner needs
e. satisfy basic partnership needs
(Answer: a; p. 37; Easy; LO1)
7. Your text pointed out that mission statements should be both realistic and ________.
a. long term
b. specific
c. short term
d. value laden
e. unachievable
(Answer: b; p. 38; Moderate; LO1)
8. Many mission statements are written more for public relations purposes. In your text, these types of statements are referred to as _______