中山大学吴柏林教授 广告心理学绝密资料schiffman03tifWord格式.docx
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中山大学吴柏林教授 广告心理学绝密资料schiffman03tifWord格式.docx
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(c;
Difficulty1,p.49)
2.Allofthefollowingarenecessaryconditionsforsuccessfulsegmentationofanymarket,except:
a.alargeenoughpopulation.
b.theabilitytospendmoneyontheproduct(generalaffluence).
c.sufficientdiversityamongthesegments.
d.segmentationoccurrenceindevelopedcountries.
(d;
Difficulty3,p.49)
3.Theprocessofdividingamarketintodistinctsubsetsofconsumerswithcommonneedsorcharacteristicsisknownas:
a.targetmarketing.
b.marketsegmentation.
c.massmarketing.
d.themarketingconcept.
(b;
Difficulty1,p.50)
4.HenryFordofferingtheModelTautomobiletothepublic“inanycolortheywantedaslongasitwasblack”isatthebasisof:
a.marketsegmentation.
b.massmarketing.
c.targetmarketing.
Difficulty2,p.50)
5.Allofthefollowingareadvantagesofthemassmarketingapproachexcept:
a.oneadvertisingcampaignisneeded.
b.oneproductisoffered.
c.satisfiestheneedsofthemajority.
d.onemarketingstrategyisrequired.
6.Anymarketingstrategyisathreestepprocessthatincludes:
a.marketsegmentation,marketingmixandpositioning.
b.marketsegmentation,targetingandpositioning.
c.markettargeting,positioningandrepositioning.
d.price,placeandpromotion.
7.Accordingtoourtext,StarGazersandFunExpressaretwosegmentsin:
a.theautomobileindustry.
b.campusdiningsegments.
c.athleticshoessegments.
d.travelsegments.
Difficulty3,p.51,table3-1)
8.WhenTheGap,Incopeneditsbabyandkidsstores,aswellasBananaRepublicandOldNavy,itwasadoptinga____strategy.
a.targeting
b.segmentation
c.massmarketing
d.blanketmarketing
Difficulty2,p.51)
9.Marriottoperates13lodgingbrands,suchasFairfieldInn,ResidenceInn,andMarriottResorts.ThisisanexampleofMarriottadoptinga_____strategy.
a.targeting
10.Afirm’scustomerscanbegroupedintoatleastfourmajorsegments:
LoLows,HiLows,LowHighs,andHiHighs.TheLowandHighmeasurementsreferto_____and_____respectively.
a.currentshare;
financialcapability
b.risk;
c.currentshare;
consumption
d.consumption;
risk
Difficulty3,p.52)
11.Afirm’scustomerscanbegroupedintoatleastfourmajorsegments,LoLows,HiLows,LowHighs,andHiHighs.Thefirm,should“starve”theLowLows,“tickle”theHiLows,“chase”theLowHighs,and_____theHiHighs.
a.strike
b.stroke
c.pat
d.cheer
12.Inadditiontofillingproductgaps,segmentationresearchisregularlyusedbymarketersto:
a.generateideasfornewpromotionalcampaigns.
b.generateideasforproductimprovements.
c.identifythemostappropriatemediatoplaceadvertising.
d.alltheabove
Difficulty2,p.52)
13.Thereareninemajorcategoriesofconsumercharacteristicsasthebasesforsegmentation.Theincludeallofthefollowingexcept:
a.geographicfactors.
b.physiologicalfactors.
c.benefitssought.
d.socioculturalvariables.
Difficulty1,p.53)
14.Anothertermforpsychographiccharacteristicsis:
a.age.
b.lifestyle.
d.use-situationfactors.
15.Whentwotypesofmarketsegmentationareused,itiscalled:
a.combinationsegmentation.
b.hybridsegmentation.
c.dualsegmentation.
d.crosssegmentation.
(b;
16.Peoplewholiveinthesameareasharesomesimilarneedsandwants.Thisisthetheorybehindwhichsegmentationbasis?
a.demographic
b.geographic
c.psychographic
d.sociocultural
17.“Birdsofafeatherflocktogether”isthetheorybehindwhichtypeofsegmentation?
a.demographic
Difficulty3,p.53)
18.ThefactthatSalsaoutsellsketchupinthesouthwest,andthatJifpeanutbutterispreferredintheMidwestoverSkippy,isanexampleofwhy_____segmentationisused.
Difficulty2,p.53)
19._____segmentationincludes:
needsmotivation,personality,perception,andattitudes.
a.Demographic
b.Psychographic
c.Psychological
d.Benefit
Difficulty2,p.54,table3-2)
20.Professional,blue-collar,white-collarandmilitaryareallformsof_____segmentation.
d.psyc
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