战略营销Test-BankChapter-8-Question-Bank-7-28-2017.docx

MarketingStrategy:BasedonFirstPrinciplesandDataAnalytics
1
MarketingStrategy:
BasedonFirstPrinciplesandDataAnalytics
MarketingStrategy:BasedonFirstPrinciplesandDataAnalytics
1
MarketingStrategy:
BasedonFirstPrinciplesandDataAnalytics
QuestionBank
MarketingStrategy:BasedonFirstPrinciplesandDataAnalytics
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Chapter8QuestionBank
MULTIPLECHOICEQUESTIONS
Resourcetrade-offdecisions(checkallthatapply):
Changeovertime
OccuracrossallfourMarketingPrinciples
Requiredifficult-to-obtaininformation
Alloftheabove
Answer:D
_____________referstothepotentiallyutilizableresourcesafirmpossessesthatitcoulddivertorre-deploytoachieveorganizationalgoals:
Resourceslack
Resourcetrade-off
Potentialresources
Noneoftheabove
Answer:A
________________stageproductsrequirelargeresourceallocationstotheirlaunch,testing,andadvertisingtocreateawareness:
Growth
Matured
Introductory
Noneoftheabove
Answer:C
Followingaresourcesofresourcetrade-offs(checkallthatapply):
Changesincustomerneeds
Changesinproductmarketlandscape
Changesinlifecyclestageofafirm’sproducts
Alloftheabove
Answer:D
Whichofthefollowingisnottrueaboutcuttingcosts:
Itisoneformofmanagement
Redirectsresourcestootherplausibleareas
ItdirectlycreatesSCAsinthelong-term
Alloftheabove
MarketingStrategy:BasedonFirstPrinciplesandDataAnalytics
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Answer:C
Inthe__________era,managerssolvetheresourceallocationproblemusingsimplerulesofthumb,drivenbyintuitionandjudgement:
Data
Heuristics
Both
Noneoftheabove
Answer:B
Inthe__________era,firmsusehistoricaldatatorevealthelinkbetweentheirpastresourcetrade-offdecisionsandoutcomes:
ArtificialIntelligence
Heuristics
Data
Noneoftheabove
Answer:C
Inthe__________________,managerssimplysettheirpresentresourceallocationtoalevelveryclosetothepreviousyear’sspending:
Percentageofsalesmethod
Percentageofprofitsmethod
Historicalmethod
Competitiveparitymethod
Answer:C
Whenallocatingresourcesaccordingtoscientificmethods,firmsdeterminethe_______ofeachinvestment.
c