科特勒编写《美国营销管理最新测试试题与答案》新版chapter7Word文档下载推荐.docx

科特勒编写《美国营销管理最新测试试题与答案》新版chapter7Word文档下载推荐.docx

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Concept

Objective:

LO7.1:

Definethemajorstepsindesigningacustomer-drivenmarketingstrategy:

marketsegmentation,targeting,differentiation,andpositioning.

Difficulty:

Easy

2）________involvesdividingamarketintosmallersegmentsofbuyerswithdistinctneeds,characteristics,orbehaviorsthatmightrequireseparatemarketingstrategiesormixes.

A）Masscustomization

B）Markettargeting

C）Marketsegmentation

D）Differentiation

E）Positioning

3）________involvesactuallydistinguishingthefirm'

smarketofferingtocreatesuperiorcustomervalue.

B）Differentiation

D）Diversifying

E）Targeting

B

4）WhenmarketersatFair&

LeighInc.selectedtheMillennials,ademographicgroupthatincludesmanycollegestudents,asanuntappedgroupofpotentialcustomersfortheirnewlineofproducts,theywereengagingin________.

A）occasionsegmenting

B）localmarketing

C）marketdiversification

D）markettargeting

E）productpositioning

D

AACSB:

Analyticalthinking;

Diverseandmulticulturalworkenvironments

Application

Moderate

5）________consistsofarrangingforamarketofferingtooccupyaclear,distinctive,anddesirableplacerelativetocompetingproductsinthemindsoftargetconsumers.

B）Positioning

C）Segmentation

Analyticalthinking

6）Massmarketinginvolvesidentifyingmarketsegments,selectingoneormoreofthem,anddevelopingproductsandmarketingprogramstailoredtoeach.

FALSE

7）Thecustomer-drivenmarketingstrategyinvolvesfoursteps:

marketsegmentation,markettargeting,positioning,anddifferentiation.

TRUE

8）Whatisdifferentiation?

Differentiationreferstodifferentiatingthemarketofferingtocreatesuperiorcustomervalue.

9）Explainthefourmajorstepsindesigningacustomer-drivenmarketingstrategy.

Thefirststepismarketsegmentation:

dividingamarketintosmallergroupsofbuyerswithdistinctneeds,characteristics,orbehaviors,whomightrequireseparateproductsormarketingmixes.Thecompanyidentifiesdifferentwaystosegmentthemarketanddevelopsprofilesoftheresultingmarketsegments.

Thesecondstepismarkettargeting:

evaluatingeachmarketsegment'

sattractivenessandselectingoneormoreofthemarketsegmentstoenter.

Thethirdstepisdifferentiation:

actuallydifferentiatingthefirm'

smarketofferingtocreateasuperiorcustomervalue.

Finally,thelaststepismarketpositioning:

arrangingforamarketofferingtooccupyaclear,distinctive,anddesirableplacerelativetocompetingproductsinthemindsofconsumers.

Applicationofknowledge;

Writtenandoralcommunication

10）________callsfordividingthemarketintoregions,states,counties,cities,orevenneighborhoods.

A）Benefitsegmentation

B）Geographicsegmentation

C）Demographicsegmentation

D）Psychographicsegmentation

E）Occasionsegmentation

LO7.2:

Listanddiscussthemajorbasesforsegmentingconsumerandbusinessmarkets.

11）"

Manycompaniestodayarelocalizingtheirproducts,advertising,promotion,andsaleseffortstofittheneedsofindividualregions,cities,andneighborhoods."

Thisisanexampleof________.

A）geographicsegmentation

B）productdiversification

C）branding

D）psychographicsegmentation

E）demographicsegmentation

A

Applicationofknowledge

12）________segmentationdividesthemarketintosegmentsbasedonvariablessuchasage,life-cyclestage,gender,income,occupation,education,religion,ethnicity,andgeneration.

A）Geographic

B）Benefit

C）Occasion

D）Psychographic

E）Demographic

E

13）DeltaMotorworksmarketsitscarsbasedontheage,gender,andincomeofitscustomers.Whichofthefollowingtypesofmarketsegmentationisevidenthere?

B）benefitsegmentation

C）occasionsegmentation

D）demographicsegmentation

E）psychographicsegmentation

14）Acompanysellingchild-careproductsranatelevisionaddepictingwomenasbeingprimarilyresponsibleforchildcare.Manywomenviewersconsideredthisregressive,allegingthattheadfailedtorecognizethemuchmorediversifiedroleofwomenintoday'

sworld.Thisisanexampleof________.

A）causemarketing

B）stereotyping

C）nichemarketing

D）scapegoating

E）positioning

15）________segmentationhaslongbeenusedinclothing,cosmetics,toiletries,andmagazines.

A）Behavioral

B）Gender

C）Benefit

D）Occasion

E）Geographic

16）GilronHolidaysrunsapremiummembershipclubthatcaterstocustomerswhoseannualsalaryexceeds$100,000.Membersofthisclubareofferedseasonaldiscountsonselectluxuryhotelsinselectcitiesworldwide.GilronHolidaysmostlikelyfollowsa（n）________segmentationapproach.

A）gender

B）income

C）occasion

D）benefit

E）geographic

17）________segmentationdividesbuyersintodifferentsegmentsbasedonsocialclass,lifestyle,orpersonalitycharacteristics.

A）Benefit

B）Occasion

C）Geographic

D）Demographic

E）Psychographic

18）Marketerswhouse________oftensegmenttheirmarketsbyconsumerlifestylesandbasetheirmarketingstrategiesonlifestyleappeals.

A）demographicsegmentation

B）geographicsegmentation

C）benefitsegmentation

E）occasionsegmentation

19）________segmentationdividesbuyersintosegmentsbasedontheirknowledge,attitudes,uses,orresponsesconcerningaproduct.

B）Psychographic

C）Ageandlifecycle

D）Gender

20）________segmentationreferstodividingthemarketintosegmentsaccordingtooccasionswhenbuyersgettheideatobuy,actuallymaketheirpurchase,orusethepurchaseditem.

A）Gender

D）Geographic

E）Income

21）MalcolmSanders,agraduatestudentfromBoston,makescustomizedsnowboardsforlocalsnowboardingenthusiasts.Thedemandforsnowboardspeaksduringthewintermonths,abusytimeforMalcolm.Headvertisesmoreaggressivelyandsellsmostofhissnowboardsaroundthistime.WhichmarketsegmentationapproachdoesMalcolmmostlikelyuse?

A）gendersegmentation

B）psychog