超星 - Homework for Ch2（本章供学有余力的同学选做）

单选题

A characteristic of a ________ unit is that it can be a single business or collection of related businesses that can be planned separately from the rest of the company.

A. strategic business
B. subsidiary
C. merged
D. niche market
E. specialized business

单选题

Which of the following is an example of growth by diversification?

A. a company introducing its existing products in a new market
B. a company introducing new product category in a new market
C. a company increases its product line in an existing market
D. a company introducing a new product category in an existing market
E. a company integrates backward to cut costs

查看答案

单选题

A company that seeks to increase its sales and profits through backward, forward, or horizontal integration within the industry is said to be employing a(n) ________ growth strategy.

A. diversification
B. intensive
C. target
D. integrative
E. conglomerate

查看答案

单选题

Which of the following is an example of intensive growth?

A. a company improves its market share with its current products in the current markets
B. a company enters a new market with current products
C. a company develops new products for its existing markets
D. a company improving sales by integrating backward
E. a company developing new products for new markets

查看答案

单选题

The first step in the business unit strategic-planning process deals with which of the following?

A. formulate goals
B. define business mission
C. implement strategies
D. execute programs
E. conduct SWOT analysis

查看答案

单选题

Through its cutting-edge point-of-sale inventory management technology and highly efficient shipping practices, Walmart is able to keep its inventory expenditure extremely low and to pass these savings on to consumers in the form of low prices. Walmart's strategy is best described as ________.

A. a focused approach
B. integrative growth
C. differentiation
D. market development
E. overall cost leadership

查看答案

单选题

When one company licenses another to produce its offerings, or two companies jointly market their complementary offerings, it is called a ________.

A. pricing collaboration
B. product or service alliance
C. promotional alliance
D. logistics collaboration
E. total quality management

查看答案

单选题

Which financial projections include three estimates (optimistic, pessimistic, and most likely)?

A. sales forecasts
B. risk analyses
C. expense forecasts
D. break-even analyses
E. per-unit variable costs

查看答案

单选题

Which of the following statements is true of marketing plans?

A. They can be independently developed without worrying about other functional areas.
B. They provide direction and focus for a brand, product, or company.
C. They are usually profit-oriented.
D. They are of limited use to nonprofit organizations.
E. They are typically five-year plans and they lay out the strategies required to achieve targets in those five years.

查看答案

判断题

The traditional view of marketing is that the firm makes something and then sells it.

A. 对
B. 错

查看答案