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单选题 8) The key businesses of Kimberley and Price consist of a division that produces and sells breakfast cereals and another that manufactures gardening tools. Each of these businesses is called a ________
学科：市场营销（双语）
时间：2024-05-29 15:27:08
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题目1单选题
1) Which of the following is the first step in strategic planningA. setting short-term goalsB. developing the business portfolioC. defining the organizational missionD. formulating the key marketing strategiesE. identifying the organization's weaknesses and the threats it faces
题目2单选题
2) Which of the following is NOT a step in the strategic planning processA. defining the company missionB. setting company objectives and goalsC. designing the business portfolioD. planning marketing and other functional strategiesE. evaluating members of the company's value chain
题目3单选题
3) Mission statements should ________ and be defined in terms of ________A. be technology oriented; meeting the self-actualization needs of customersB. be product oriented; satisfying the esteem needs of customersC. embody the company's short-term plans; current opportunitiesD. be market oriented; satisfying basic customer needsE. address sales and profits; the net return on investments
题目4单选题
4) Orion Inc. operates in many industries, including pharmaceuticals and food products. The company's goal is to create "abundant and affordable food for all and a healthy environment." This represents Orion's ________A. marketing planB. product mixC. business portfolioD. marketing mixE. mission statement
题目5单选题
5) Which of the following companies has a product-oriented business definitionA. A luxury hotel, whose business definition is: "We sell out-of-the-world experiences to our guests."B. A real estate company, whose business definition is: "We sell dreams."C. A cosmetic company, whose business definition is: "We offer hope and self-expression."D. A shoe manufacturer, whose business definition is: "We manufacture affordable and long-lasting shoes for all."E. A high-technology company, whose business definition is: "We sell inspirations."
题目6单选题
6) According to the Boston Consulting Group approach, ________ serves as a measure of company strength in the marketA. relative market shareB. product developmentC. market diversificationD. product attributeE. market segmentation
题目7单选题
7) Which of the following is true of the BCG matrix approachA. It is inexpensive to implementB. It does not have any limitationsC. It considers market growth rate to be a measure of market attractivenessD. It describes consumer motivations and needsE. It does not consider relative market share to be a measure of company strength in the market
题目8单选题
8) The key businesses of Kimberley and Price consist of a division that produces and sells breakfast cereals and another that manufactures gardening tools. Each of these businesses is called a ________A. market segmentB. strategic business unitC. question markD. prospectE. product portfolio
题目9单选题
9) The pharmaceuticals division of Omni Healthcare holds low market share in a high-growth market. According to the BCG matrix, the pharmaceuticals division of Omni can be classified as a ________A. starB. bearC. question markD. cash cowE. dog
题目10单选题
10) Which of the following is a portfolio-planning tool for identifying company growth opportunities through market penetration, market development, product development, or diversificationA. BCG matrixB. analysis of varianceC. product/market expansion gridD. Harris matrixE. SWOT analysis
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