科特勒市场营销第七章习题与答案.doc

1、Chapter 7 Customer-Driven Marketing Strategy: Creating Value for Target Customers1) When a company identifies the parts of the market it can serve best and most profitably, it is practicing _.A) concentrated marketingB) mass marketingC) market targetingD) segmentingE) differentiationAnswer: CDiff: 2

2、Page Ref: 191Skill: ConceptObjective: 7-12) What are the four steps, in order, to designing a customer-driven marketing strategy?A) market segmentation, differentiation, positioning, and targetingB) positioning, market segmentation, mass marketing, and targetingC) market segmentation, targeting, dif

3、ferentiation, and positioningD) market alignment, market segmentation, differentiation, and market positioningE) market recognition, market preference, market targeting, and market insistenceAnswer: CDiff: 2Page Ref: 191Skill: ConceptObjective: 7-13) Which type of segmentation centers on the use of

4、the word when, such as when consumers get the idea to buy, when they actually make their purchase, or when they use the purchased item?A) behavioralB) psychographicC) occasionD) impulseE) emergencyAnswer: CDiff: 2Page Ref: 196Skill: ConceptObjective: 7-24) Markets can be segmented into groups of non

5、users, ex-users, potential users, first-time users, and regular users of a product. This method of segmentation is called _.A) user statusB) usage ratesC) benefitD) behaviorE) loyalty statusAnswer: ADiff: 1Page Ref: 197Skill: ConceptObjective: 7-25) Consumers can show their allegiance to brands, sto

6、res, or companies. Marketers can use this information to segment consumers by _.A) user statusB) loyalty statusC) store typeD) brand preferenceE) usage rateAnswer: BDiff: 1Page Ref: 197Skill: ConceptObjective: 7-26) Consumer and business marketers use many of the same variables to segment markets. B

7、usiness marketers use all of the following EXCEPT _.A) operating characteristicsB) purchasing approachesC) situational factorsD) personal characteristicsE) brand personalitiesAnswer: EDiff: 3Page Ref: 198Skill: ConceptObjective: 7-27) When the size, purchasing power, and profiles of a market segment

8、 can be determined, it possesses the requirement of being _.A) measurableB) accessibleC) substantialD) actionableE) observableAnswer: ADiff: 2Page Ref: 200Skill: ConceptObjective: 7-28) When a business market segment is large or profitable enough to serve, it is termed _.A) measurableB) accessibleC)

9、 substantialD) actionableE) differentiableAnswer: CDiff: 2Page Ref: 200Skill: ConceptObjective: 7-29) To evaluate the different market segments your company serves, you would look at all of these factors EXCEPT which one?A) segment sizeB) segment growthC) segment structural attractivenessD) company

10、values E) company resourcesAnswer: DDiff: 3Page Ref: 201Skill: ConceptObjective: 7-310) Which of the following is NOT one of the reasons a segment would be less attractive to a company?A) strong competitorsB) substitute productsC) concentrated marketD) power of buyersE) power of suppliersAnswer: CDi

11、ff: 2Page Ref: 201Skill: ConceptObjective: 7-311) The 55-year-old baby boomers share common needs in music and performers. When a music company decides to serve this group, the group is called a(n) _.A) market segmentB) target marketC) well-defined marketD) differentiated marketE) undifferentiated m

12、arketAnswer: BDiff: 1Page Ref: 201Skill: ConceptObjective: 7-312) When New Port Shipping uses segmented marketing, it targets several segments and designs separate offers for each one. This approach is called _ marketing.A) undifferentiated B) differentiated C) target D) individualE) nicheAnswer: BD

13、iff: 2Page Ref: 202Skill: ConceptObjective: 7-313) Developing a strong position within several segments creates more total sales than _ marketing across all segments.A) undifferentiatedB) differentiatedC) nicheD) targetE) individualAnswer: ADiff: 3Page Ref: 202Skill: ConceptObjective: 7-314) Using c

14、oncentrated marketing, the marketer goes after a _ share of _.A) small; a small marketB) small; a large marketC) large; one or a few nichesD) large; the mass marketE) moderate; localAnswer: CDiff: 2Page Ref: 204Skill: ConceptObjective: 7-315) Today, the low cost of setting up shop _ makes it even mo

15、re profitable to serve very small niches.A) in malls in major citiesB) in mail-order catalogsC) on the InternetD) near major competitorsE) far from competitorsAnswer: CDiff: 1Page Ref: 205AACSB: Use of ITSkill: ConceptObjective: 7-316) Which of the segmenting strategies carries higher-than-average r

16、isks in consumer markets?A) concentratedB) massC) differentiatedD) undifferentiatedE) multiple-segmentAnswer: ADiff: 3Page Ref: 205Skill: ConceptObjective: 7-317) Which of the following is NOT a drawback of local marketing?A) It can drive up manufacturing costs.B) It can drive up marketing costs by

17、reducing economies of scale.C) It can create logistics problems.D) A brands overall image might be diluted through too much variation.E) Supporting technologies are expensive.Answer: EDiff: 3Page Ref: 206Skill: ConceptObjective: 7-318) In target marketing, the issue is not really who is targeted, bu

18、t rather _ and for _.A) why; whatB) how; whatC) why; how longD) where; how longE) how; whereAnswer: BDiff: 2Page Ref: 209AACSB: Ethical ReasoningSkill: ConceptObjective: 7-319) A products position is based on important attributes as perceived by _.A) suppliersB) competitorsC) market conditionsD) con

19、sumersE) managersAnswer: DDiff: 2Page Ref: 209Skill: ConceptObjective: 7-420) Consumers position products and services _.A) after marketers put marketing mixes in placeB) generally after consulting friends who use themC) with or without the help of marketersD) only reluctantlyE) based on nearby comp

20、etitors positionsAnswer: CDiff: 1Page Ref: 209Skill: ConceptObjective: 7-421) Which of the listed choices is NOT a positioning task?A) identifying a set of possible competitive advantages upon which to build a positionB) surveying frequent users of the productC) selecting an overall positioning stra

21、tegyD) effectively communicating and delivering the chosen position to the marketE) selecting the right competitive advantagesAnswer: BDiff: 2Page Ref: 210AACSB: CommunicationSkill: ConceptObjective: 7-422) A company or market offer can be differentiated along the lines of product, image, services,

22、channels, or _.A) pricesB) nonprice factorsC) peopleD) customer serviceE) locationAnswer: CDiff: 2Page Ref: 213Skill: ConceptObjective: 7-423) Which type of differentiation is used to gain competitive advantage through the way a firm designs its distribution coverage, expertise, and performance?A) s

23、ervices differentiationB) channel differentiationC) people differentiationD) product differentiationE) price differentiationAnswer: BDiff: 2Page Ref: 213Skill: ConceptObjective: 7-424) When firms use symbols, colors, or characters to convey their personalities, they are using _ differentiation.A) im

24、ageB) peopleC) companyD) reputationE) subliminalAnswer: ADiff: 1Page Ref: 213AACSB: CommunicationSkill: ConceptObjective: 7-425) The answer to the customers question Why should I buy your brand? is found in the _.A) quality imageB) customer servicesC) value propositionD) differentiationE) pricing an

25、d promotion structureAnswer: CDiff: 2Page Ref: 214Skill: ConceptObjective: 7-426) What competitive positioning can attack a more-for-more strategy by introducing a brand offering with comparable quality at a lower price?A) more-for-the-same B) more-for-less C) same-for-less D) less-for-much-less E)

26、all-or-nothing Answer: ADiff: 3Page Ref: 215Skill: ConceptObjective: 7-427) Which positioning strategy offers consumers a good deal by offering equivalent-quality products or services at a lower price?A) more-for-the-same B) more-for-less C) same-for-less D) less-for-much-less E) all-or-nothing Answ

27、er: CDiff: 2Page Ref: 215Skill: ConceptObjective: 7-4281) Less-for-much-less positioning involves meeting consumers _.A) quality performance requirements at a lower priceB) lower quality requirements in exchange for a lower priceC) lower quality requirements at the lowest possible priceD) high quali

28、ty requirements at a discounted rateE) high quality requirements at the lower possible priceAnswer: BDiff: 1Page Ref: 216Skill: ConceptObjective: 7-429) When Pacific Fisheries groups its customers as countries by regions such as Asia, Australia, or New Zealand, it is using which segmenting base?A) e

29、conomic factorsB) political and legal factorsC) geographic locationD) benefits soughtE) demographicsAnswer: CDiff: 1Page Ref: 193AACSB: Reflective ThinkingSkill: ApplicationObjective: 7-230) When Burger King targets children, teens, adults, and seniors with different ads and media, it is practicing

30、_ segmentation.A) demographicB) age and life cycleC) psychographicD) behavioralE) generationalAnswer: BDiff: 1Page Ref: 194AACSB: Reflective ThinkingSkill: ApplicationObjective: 7-231) Your company wants to move away from mass marketing and engage in customer-driven marketing. The four steps to take, in order, are market