完整word版科特勒市场营销第七章习题与答案Word文档下载推荐.docx
《完整word版科特勒市场营销第七章习题与答案Word文档下载推荐.docx》由会员分享，可在线阅读，更多相关《完整word版科特勒市场营销第七章习题与答案Word文档下载推荐.docx（16页珍藏版）》请在冰点文库上搜索。
E）marketrecognition,marketpreference,markettargeting,andmarketinsistence
3）Whichtypeofsegmentationcentersontheuseofthewordwhen,suchaswhenconsumersgettheideatobuy,whentheyactuallymaketheirpurchase,orwhentheyusethepurchaseditem?
A）behavioral
B）psychographic
C）occasion
D）impulse
E）emergency
196
7-2
4）Marketscanbesegmentedintogroupsofnonusers,ex-users,potentialusers,first-timeusers,andregularusersofaproduct.Thismethodofsegmentationiscalled________.
A）userstatus
B）usagerates
C）benefit
D）behavior
E）loyaltystatus
A
1PageRef:
197
5）Consumerscanshowtheirallegiancetobrands,stores,orcompanies.Marketerscanusethisinformationtosegmentconsumersby________.
B）loyaltystatus
C）storetype
D）brandpreference
E）usagerate
B
6）Consumerandbusinessmarketersusemanyofthesamevariablestosegmentmarkets.BusinessmarketersuseallofthefollowingEXCEPT________.
A）operatingcharacteristics
B）purchasingapproaches
C）situationalfactors
D）personalcharacteristics
E）brandpersonalities
E
3PageRef:
198
7）Whenthesize,purchasingpower,andprofilesofamarketsegmentcanbedetermined,itpossessestherequirementofbeing________.
A）measurable
B）accessible
C）substantial
D）actionable
E）observable
200
8）Whenabusinessmarketsegmentislargeorprofitableenoughtoserve,itistermed________.
E）differentiable
9）Toevaluatethedifferentmarketsegmentsyourcompanyserves,youwouldlookatallofthesefactorsEXCEPTwhichone?
A）segmentsize
B）segmentgrowth
C）segmentstructuralattractiveness
D）companyvalues
E）companyresources
D
201
7-3
10）WhichofthefollowingisNOToneofthereasonsasegmentwouldbelessattractivetoacompany?
A）strongcompetitors
B）substituteproducts
C）concentratedmarket
D）powerofbuyers
E）powerofsuppliers
11）The55-year-oldbabyboomerssharecommonneedsinmusicandperformers.Whenamusiccompanydecidestoservethisgroup,thegroupiscalleda（n）________.
A）marketsegment
B）targetmarket
C）well-definedmarket
D）differentiatedmarket
E）undifferentiatedmarket
12）WhenNewPortShippingusessegmentedmarketing,ittargetsseveralsegmentsanddesignsseparateoffersforeachone.Thisapproachiscalled________marketing.
A）undifferentiated
B）differentiated
C）target
D）individual
E）niche
202
13）Developingastrongpositionwithinseveralsegmentscreatesmoretotalsalesthan________marketingacrossallsegments.
A）undifferentiated
B）differentiated
C）niche
D）target
E）individual
14）Usingconcentratedmarketing,themarketergoesaftera________shareof________.
A）small;
asmallmarket
B）small;
alargemarket
C）large;
oneorafewniches
D）large;
themassmarket
E）moderate;
local
204
15）Today,thelowcostofsettingupshop________makesitevenmoreprofitabletoserveverysmallniches.
A）inmallsinmajorcities
B）inmail-ordercatalogs
C）ontheInternet
D）nearmajorcompetitors
E）farfromcompetitors
205
AACSB:
UseofIT
16）Whichofthesegmentingstrategiescarrieshigher-than-averagerisksinconsumermarkets?
A）concentrated
B）mass
C）differentiated
D）undifferentiated
E）multiple-segment
17）WhichofthefollowingisNOTadrawbackoflocalmarketing?
A）Itcandriveupmanufacturingcosts.
B）Itcandriveupmarketingcostsbyreducingeconomiesofscale.
C）Itcancreatelogisticsproblems.
D）Abrand'
soverallimagemightbedilutedthroughtoomuchvariation.
E）Supportingtechnologiesareexpensive.
206
18）Intargetmarketing,theissueisnotreallywhoistargeted,butrather________andfor________.
A）why;
what
B）how;
C）why;
howlong
D）where;
E）how;
where
209
EthicalReasoning
19）Aproduct'
spositionisbasedonimportantattributesasperceivedby________.
A）suppliers
B）competitors
C）marketconditions
D）consumers
E）managers
7-4
20）Consumerspositionproductsandservices________.
A）aftermarketersputmarketingmixesinplace
B）generallyafterconsultingfriendswhousethem
C）withorwithoutthehelpofmarketers
D）onlyreluctantly
E）basedonnearbycompetitors'
positions
21）WhichofthelistedchoicesisNOTapositioningtask?
A）identifyingasetofpossiblecompetitiveadvantagesuponwhichtobuildaposition
B）surveyingfrequentusersoftheproduct
C）selectinganoverallpositioningstrategy
D）effectivelycommunicatinganddeliveringthechosenpositiontothemarket
E）selectingtherightcompetitiveadvantages
210
Communication
22）Acompanyormarketoffercanbedifferentiatedalongthelinesofproduct,image,services,channels,or________.
A）prices
B）nonpricefactors
C）people
D）customerservice
E）location
213
23）Whichtypeofdifferentiationisusedtogaincompetitiveadvantagethroughthewayafirmdesignsitsdistributioncoverage,expertise,andperformance?
A）servicesdifferentiation
B）channeldifferentiation
C）peopledifferentiation
D）productdifferentiation
E）pricedifferentiation
24）Whenfirmsusesymbols,colors,orcharacterstoconveytheirpersonalities,theyareusing________differentiation.
A）image
B）people
C）company
D）reputation
E）subliminal
25）Theanswertothecustomer'
squestion"
WhyshouldIbuyyourbrand?
"
isfoundinthe________.
A）qualityimage
B）customerservices
C）valueproposition
D）differentiation
E）pricingandpromotionstructure
214
26）Whatcompetitivepositioningcanattackamore-for-morestrategybyintroducingabrandofferingwithcomparablequalityatalowerprice?
A）more-for-the-same
B）more-for-less
C）same-for-less
D）less-for-much-less
E）all-or-nothing
215
27）Whichpositioningstrategyoffersconsumersa"
gooddeal"
byofferingequivalent-qualityproductsorservicesatalowerprice?
281）"
Less-for-much-less"
positioninginvolvesmeetingconsumers'
________.
A）qualityperformancerequirementsatalowerprice
B）lowerqualityrequirementsinexchangeforalowerprice
C）lowerqualityrequirementsatthelowestpossibleprice
D）highqualityrequirementsatadiscountedrate
E）highqualityrequirementsatthelowerpossibleprice
216
29）WhenPacificFisheriesgroupsitscustomersascountriesbyregionssuchasAsia,Australia,orNewZealand,itisusingwhichsegmentingbase?
A）economicfactors
B）politicalandlegalfactors
C）geographiclocation
D）benefitssought
E）demographics
193
ReflectiveThinking
Application
30）WhenBurgerKingtargetschildren,teens,adults,andseniorswithdifferentadsandmedia,itispracticing________segmentation.
A）demographic
B）ageandlifecycle
C）psychographic
D）behavioral
E）generational
194
31）Yourcompanywantstomoveawayfrommassmarketingandengageincustomer-drivenmarketing.Thefourstepstotake,inorder,aremarketsegmentation,marketingpositioning,differentiation,andtargeting.
FALSE
Conce
升级会员 