科特勒市场营销第七章习题与答案.doc
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科特勒市场营销第七章习题与答案.doc
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Chapter7Customer-DrivenMarketingStrategy:
CreatingValueforTargetCustomers
1)Whenacompanyidentifiesthepartsofthemarketitcanservebestandmostprofitably,itispracticing________.
A)concentratedmarketing
B)massmarketing
C)markettargeting
D)segmenting
E)differentiation
Answer:
C
Diff:
2 PageRef:
191
Skill:
Concept
Objective:
7-1
2)Whatarethefoursteps,inorder,todesigningacustomer-drivenmarketingstrategy?
A)marketsegmentation,differentiation,positioning,andtargeting
B)positioning,marketsegmentation,massmarketing,andtargeting
C)marketsegmentation,targeting,differentiation,andpositioning
D)marketalignment,marketsegmentation,differentiation,andmarketpositioning
E)marketrecognition,marketpreference,markettargeting,andmarketinsistence
Answer:
C
Diff:
2 PageRef:
191
Skill:
Concept
Objective:
7-1
3)Whichtypeofsegmentationcentersontheuseofthewordwhen,suchaswhenconsumersgettheideatobuy,whentheyactuallymaketheirpurchase,orwhentheyusethepurchaseditem?
A)behavioral
B)psychographic
C)occasion
D)impulse
E)emergency
Answer:
C
Diff:
2 PageRef:
196
Skill:
Concept
Objective:
7-2
4)Marketscanbesegmentedintogroupsofnonusers,ex-users,potentialusers,first-timeusers,andregularusersofaproduct.Thismethodofsegmentationiscalled________.
A)userstatus
B)usagerates
C)benefit
D)behavior
E)loyaltystatus
Answer:
A
Diff:
1 PageRef:
197
Skill:
Concept
Objective:
7-2
5)Consumerscanshowtheirallegiancetobrands,stores,orcompanies.Marketerscanusethisinformationtosegmentconsumersby________.
A)userstatus
B)loyaltystatus
C)storetype
D)brandpreference
E)usagerate
Answer:
B
Diff:
1 PageRef:
197
Skill:
Concept
Objective:
7-2
6)Consumerandbusinessmarketersusemanyofthesamevariablestosegmentmarkets.BusinessmarketersuseallofthefollowingEXCEPT________.
A)operatingcharacteristics
B)purchasingapproaches
C)situationalfactors
D)personalcharacteristics
E)brandpersonalities
Answer:
E
Diff:
3 PageRef:
198
Skill:
Concept
Objective:
7-2
7)Whenthesize,purchasingpower,andprofilesofamarketsegmentcanbedetermined,itpossessestherequirementofbeing________.
A)measurable
B)accessible
C)substantial
D)actionable
E)observable
Answer:
A
Diff:
2 PageRef:
200
Skill:
Concept
Objective:
7-2
8)Whenabusinessmarketsegmentislargeorprofitableenoughtoserve,itistermed________.
A)measurable
B)accessible
C)substantial
D)actionable
E)differentiable
Answer:
C
Diff:
2 PageRef:
200
Skill:
Concept
Objective:
7-2
9)Toevaluatethedifferentmarketsegmentsyourcompanyserves,youwouldlookatallofthesefactorsEXCEPTwhichone?
A)segmentsize
B)segmentgrowth
C)segmentstructuralattractiveness
D)companyvalues
E)companyresources
Answer:
D
Diff:
3 PageRef:
201
Skill:
Concept
Objective:
7-3
10)WhichofthefollowingisNOToneofthereasonsasegmentwouldbelessattractivetoacompany?
A)strongcompetitors
B)substituteproducts
C)concentratedmarket
D)powerofbuyers
E)powerofsuppliers
Answer:
C
Diff:
2 PageRef:
201
Skill:
Concept
Objective:
7-3
11)The55-year-oldbabyboomerssharecommonneedsinmusicandperformers.Whenamusiccompanydecidestoservethisgroup,thegroupiscalleda(n)________.
A)marketsegment
B)targetmarket
C)well-definedmarket
D)differentiatedmarket
E)undifferentiatedmarket
Answer:
B
Diff:
1 PageRef:
201
Skill:
Concept
Objective:
7-3
12)WhenNewPortShippingusessegmentedmarketing,ittargetsseveralsegmentsanddesignsseparateoffersforeachone.Thisapproachiscalled________marketing.
A)undifferentiated
B)differentiated
C)target
D)individual
E)niche
Answer:
B
Diff:
2 PageRef:
202
Skill:
Concept
Objective:
7-3
13)Developingastrongpositionwithinseveralsegmentscreatesmoretotalsalesthan________marketingacrossallsegments.
A)undifferentiated
B)differentiated
C)niche
D)target
E)individual
Answer:
A
Diff:
3 PageRef:
202
Skill:
Concept
Objective:
7-3
14)Usingconcentratedmarketing,themarketergoesaftera________shareof________.
A)small;asmallmarket
B)small;alargemarket
C)large;oneorafewniches
D)large;themassmarket
E)moderate;local
Answer:
C
Diff:
2 PageRef:
204
Skill:
Concept
Objective:
7-3
15)Today,thelowcostofsettingupshop________makesitevenmoreprofitabletoserveverysmallniches.
A)inmallsinmajorcities
B)inmail-ordercatalogs
C)ontheInternet
D)nearmajorcompetitors
E)farfromcompetitors
Answer:
C
Diff:
1 PageRef:
205
AACSB:
UseofIT
Skill:
Concept
Objective:
7-3
16)Whichofthesegmentingstrategiescarrieshigher-than-averagerisksinco
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