Case 1
Thanks to the successful application of the above strategy, Boeing has achieved fruitful results in the fierce competition, and Boeing's career continues to flourish. The history of Boeing tells us that the success of an enterprise depends not only on its strategy formulation, implementation and management process, but also on its enterprising spirit.
1. Boeing's marketing philosophy in the 1960s was: ()
A. Product concept
B. Marketing concept
C. Marketing concept
D. Social marketing concept
2. To be sure, after Wilson took office, Boeing Company: ()
A. Decline in management level
B. Improvement of management level
C. Expanding the scope of management
D. it is difficult to determine
3. After Wilson took office, Boeing's marketing concept changed to: ()
A. Product concept
B. Marketing concept
C. Marketing concept
D. Social marketing concept
4. The organizational structure of Boeing Company is: ()
A. linear systems
B. Linear functional system
C. division system
D. matrix system
5. Among the following functions and powers, those that do not belong to the board of directors are: ()
A. to appoint or dismiss the general manager of the company
B. Decide on the establishment of the company's internal management organization
C. Formulate the basic management system of the company
Organize the implementation of the company's annual business plan and investment plan.
Reference answer 1. A 2。 D 3。 B 4。 C 5。 D
Watch industry tourism
Si Long's strategy and its implementation have produced results. 192 1 year, GM produces 210.5 million vehicles, accounting for 7% of domestic sales; By the end of 1926, Si Long will increase the production of cars and trucks to1200,000. General Motors now owns more than 40% of the automobile market. 1940, the company produced1800,000 vehicles, accounting for half of the total national sales in that year. On the contrary, Ford's market share is 56% at 192 1 and 19% at 1940, which is not only far behind GM, but also ranks third after Chrysler. Chrysler did not even appear at192/kloc-. This is one of the most dramatic ups and downs in American business history.
Multiple choice questions (*** 10):
1. Si Long thinks that as far as the general organizational structure is concerned: ()
A. centralization has many shortcomings, but it is not good.
The traditional centralized organizational structure must give way to the modern decentralized organizational structure.
C. a balance should be struck between centralized management and decentralized management.
D. it has little to do with GM's problems at that time.
2. Regarding the division system, the following statement is incorrect: ()
It is a form of decentralized management under centralized guidance.
B. It is also called Si Long model.
C. Each department has relatively independent interests and autonomy.
D. facilitate coordination among departments.
3. When Si Long divided the departments of General Motors, it was mainly based on: ()
A. Craft B. Number of people
C. Products D. Marketing channels
4. Around1940, the American automobile market is typical: ()
A. Perfect competitive market B. Monopoly competitive market
C. Oligopoly market D. Complete monopoly market
5. Regarding the functions and powers of staff officers and straight lines, the following statement is incorrect: ()
A. linear authority is the authority of the superior to guide the work of the subordinate.
B. The purpose of staff power is to assist the straight-line authority to effectively accomplish organizational goals.
C. The relationship between them is "staff advice and straight-line orders"
D. the functions and powers of staff officers are led by straight-line functions and powers.
6. In terms of products, Si Long: ()
A. target high-end car.
B. Target the low-end cars.
C. aim at all the cars.
D. the original product variety remains unchanged.
Reference answer 1. A 2。 D 3。 B 4。 C 5。 D
Analysis questions and analysis articles of management consultant exam case simulation 2 1, the conditions for using attractive promotion strategy include ().
A. Products with declining product life cycle
B. adopt an open circulation policy and the sales network is widely distributed.
C is mostly used for selective means of production and some durable consumer goods.
D promotion activities of enterprise personnel should be assisted by wholesalers and retailers, and middlemen or retailers should get appropriate profits.
Standard answer: b
Analysis: The conditions for using attractive promotion strategies are:
(1) consumer goods with well-known trademarks;
(2) using advertising media with strong communication ability;
(3) Adopt an open circulation policy, and the sales network is widely distributed;
(4) products whose product life cycle is in the introduction period or maturity period.
2. In the organizational form of sales division, () is more suitable for enterprises with single products and high market similarity.
A. Division of labor
B. Division of labor by region
C. Division of labor by product
D. Division of labor according to customers
Standard answer: b
Analysis: There are three organizational forms of sales staff's division of labor: one is regional division of labor. This division of labor is to divide sales organizations by region. That is, a salesman or a group of salesmen promote various products of an enterprise in a specific area. This organizational form is more suitable for enterprises with high market similarity; The second is product division. The third is based on the division of labor of customers.
3.POP advertising refers to ().
A. soft advertising
B. Store advertising
C. TV advertising
D. Free advertising
Standard answer: b
Analysis: POP advertisements are also called pre-store advertisements or point-of-sale advertisements. This is a form of advertising, which aims to attract more customers at the sales site. Because of its great effect on product sales, POP advertising has received extensive attention. Its purpose is to attract customers' attention, stimulate their strong interest and desire to buy, and urge them to take the final purchase behavior. Advertising places mainly include: inside and outside the display windows of shops facing the street, at the door of shops, inside the walls of shops, inside and outside the counters.
4. The promotion mix should be different according to the product life cycle. In (), we should pay attention to differentiated publicity, highlight the characteristics and advantages of products, stimulate people's demand for such products, and rely on good quality and effective publicity to make consumers like products more, thus expanding product sales.
A. introduction period.
B. growing period.
C. maturity.
D. during the recession.
Standard answer: b
Analysis: The promotion mix should also be different according to the product life cycle. (2) growth period. At this stage, the product has been recognized by people, and the product market is expanding. At this time, we should pay attention to differentiated publicity, highlight the characteristics and advantages of our products, stimulate people's demand for this kind of products, and rely on good quality and effective publicity to make consumers like products more, thus expanding product sales.
5, in any industry, () the highest enterprise is often the best enterprise in the industry.
A. Customer satisfaction
B. Customer support rate
C. Customer retention rate
D. Customer churn rate
Standard answer: C.
Analysis: Customer retention rate In any industry, the enterprise with the highest customer retention rate is often the best enterprise in the industry.
6. The marketing organization of an enterprise can take many forms. The main advantages of () are simplified hierarchy, clear division of labor, centralized management and easy management.
A. Functional marketing organization
B. regional marketing organizations.
C. Product marketing organization
D. market-oriented marketing organization
Standard answer: A.
Analysis: The marketing organization of an enterprise can take many forms, mainly the following.
1. Functional Marketing Organization
This form of marketing organization is to set up the marketing organization according to the main functions involved in marketing work. The main advantages of functional organizations are simplified hierarchy, clear division of labor, centralized management and easy management. However, with the expansion of enterprise scale, the increase of product variety and the expansion of market, it will become more and more inadequate, which will often lead to problems such as low efficiency and difficulty in coordinating contradictions among functional departments. Therefore, this type of organization is only suitable for small and medium-sized enterprises with only one or several products.
2. Regional marketing organization.
3. Product marketing organization
4. Marketing organization
5. Product marketing organization
7, enterprise marketing information system is composed of four subsystems, among them, enterprise marketing personnel use the most and the most basic information system is ().
A. Internal environmental reporting system
B. External information collection system
C. Marketing information processing system
D. Marketing research system
Standard answer: A.
Analysis: The enterprise marketing information system consists of four subsystems.
1. Internal environmental reporting system This is the most used and basic information system for enterprise marketers.
2. External information collection system
3. Marketing information processing system
4. Marketing research system
8. The role of production and operation management consulting is reflected in the four basic problems of production management: improving quality, reducing cost, () and delivering goods on time.
A. Mass production
B. Mass production
C. Moderate production
D. One-piece production
Standard answer: C.
Analysis: The function of production management consulting is embodied in four basic problems of production management: improving quality, reducing cost, producing correctly and delivering on time.
9. Analyzing the process of customer strategy formulation and judging whether there are problems in the process of customer strategy formulation is the diagnostic content of ().
A. Comprehensive diagnosis
B. Customer's current strategic diagnosis
C. Customer strategic management process diagnosis
D. Diagnosis of customer strategy making process
Standard answer: D.
10, Shenzhen Taitai Pharmaceutical Co., Ltd. launched the first batch of "Taitai Oral Liquid" on June 38+0993 Women's Day. Later, the "Jingxin Oral Liquid" was introduced, which was a great success. In 2000, the sales of Taitai Oral Liquid reached 300 million yuan, and the sales of Jingxin Oral Liquid exceeded 100 million yuan. This is a successful case of ().
A. Product development
B. Market segmentation
C. Market penetration
D. Diversification
Standard answer: b
Analysis: Market segmentation refers to the process in which an enterprise divides a whole market into several different consumer groups (i.e. several different sub-markets) according to the differences and similarities of consumer demand, and selects one or more sub-markets as the target market.