科特勒编写《美国营销管理最新测试试题与答案》新版chapter7.docx
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科特勒编写《美国营销管理最新测试试题与答案》新版chapter7.docx
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科特勒编写《美国营销管理最新测试试题与答案》新版chapter7
PrinciplesofMarketing,16e(Kotler)
Chapter7Customer-DrivenMarketingStrategy:
CreatingValueforTargetCustomers
1)________consistsofevaluatingeachmarketsegment'sattractivenessandselectingoneormoresegmentstoenter.
A)Positioning
B)Masscustomization
C)Markettargeting
D)Marketsegmentation
E)Differentiation
Answer:
C
Skill:
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
Answer:
C
Skill:
Concept
Objective:
LO7.1:
Definethemajorstepsindesigningacustomer-drivenmarketingstrategy:
marketsegmentation,targeting,differentiation,andpositioning.
Difficulty:
Easy
3)________involvesactuallydistinguishingthefirm'smarketofferingtocreatesuperiorcustomervalue.
A)Masscustomization
B)Differentiation
C)Marketsegmentation
D)Diversifying
E)Targeting
Answer:
B
Skill:
Concept
Objective:
LO7.1:
Definethemajorstepsindesigningacustomer-drivenmarketingstrategy:
marketsegmentation,targeting,differentiation,andpositioning.
Difficulty:
Easy
4)WhenmarketersatFair&LeighInc.selectedtheMillennials,ademographicgroupthatincludesmanycollegestudents,asanuntappedgroupofpotentialcustomersfortheirnewlineofproducts,theywereengagingin________.
A)occasionsegmenting
B)localmarketing
C)marketdiversification
D)markettargeting
E)productpositioning
Answer:
D
AACSB:
Analyticalthinking;Diverseandmulticulturalworkenvironments
Skill:
Application
Objective:
LO7.1:
Definethemajorstepsindesigningacustomer-drivenmarketingstrategy:
marketsegmentation,targeting,differentiation,andpositioning.
Difficulty:
Moderate
5)________consistsofarrangingforamarketofferingtooccupyaclear,distinctive,anddesirableplacerelativetocompetingproductsinthemindsoftargetconsumers.
A)Masscustomization
B)Positioning
C)Segmentation
D)Differentiation
E)Targeting
Answer:
B
AACSB:
Analyticalthinking
Skill:
Concept
Objective:
LO7.1:
Definethemajorstepsindesigningacustomer-drivenmarketingstrategy:
marketsegmentation,targeting,differentiation,andpositioning.
Difficulty:
Easy
6)Massmarketinginvolvesidentifyingmarketsegments,selectingoneormoreofthem,anddevelopingproductsandmarketingprogramstailoredtoeach.
Answer:
FALSE
Skill:
Concept
Objective:
LO7.1:
Definethemajorstepsindesigningacustomer-drivenmarketingstrategy:
marketsegmentation,targeting,differentiation,andpositioning.
Difficulty:
Easy
7)Thecustomer-drivenmarketingstrategyinvolvesfoursteps:
marketsegmentation,markettargeting,positioning,anddifferentiation.
Answer:
TRUE
Skill:
Concept
Objective:
LO7.1:
Definethemajorstepsindesigningacustomer-drivenmarketingstrategy:
marketsegmentation,targeting,differentiation,andpositioning.
Difficulty:
Easy
8)Whatisdifferentiation?
Answer:
Differentiationreferstodifferentiatingthemarketofferingtocreatesuperiorcustomervalue.
Skill:
Concept
Objective:
LO7.1:
Definethemajorstepsindesigningacustomer-drivenmarketingstrategy:
marketsegmentation,targeting,differentiation,andpositioning.
Difficulty:
Easy
9)Explainthefourmajorstepsindesigningacustomer-drivenmarketingstrategy.
Answer:
Thefirststepismarketsegmentation:
dividingamarketintosmallergroupsofbuyerswithdistinctneeds,characteristics,orbehaviors,whomightrequireseparateproductsormarketingmixes.Thecompanyidentifiesdifferentwaystosegmentthemarketanddevelopsprofilesoftheresultingmarketsegments.
Thesecondstepismarkettargeting:
evaluatingeachmarketsegment'sattractivenessandselectingoneormoreofthemarketsegmentstoenter.
Thethirdstepisdifferentiation:
actuallydifferentiatingthefirm'smarketofferingtocreateasuperiorcustomervalue.
Finally,thelaststepismarketpositioning:
arrangingforamarketofferingtooccupyaclear,distinctive,anddesirableplacerelativetocompetingproductsinthemindsofconsumers.
AACSB:
Applicationofknowledge;Writtenandoralcommunication
Skill:
Concept
Objective:
LO7.1:
Definethemajorstepsindesigningacustomer-drivenmarketingstrategy:
marketsegmentation,targeting,differentiation,andpositioning.
Difficulty:
Moderate
10)________callsfordividingthemarketintoregions,states,counties,cities,orevenneighborhoods.
A)Benefitsegmentation
B)Geographicsegmentation
C)Demographicsegmentation
D)Psychographicsegmentation
E)Occasionsegmentation
Answer:
B
Skill:
Concept
Objective:
LO7.2:
Listanddiscussthemajorbasesforsegmentingconsumerandbusinessmarkets.
Difficulty:
Easy
11)"Manycompaniestodayarelocalizingtheirproducts,advertising,promotion,andsaleseffortstofittheneedsofindividualregions,cities,andneighborhoods."Thisisanexampleof________.
A)geographicsegmentation
B)productdiversification
C)branding
D)psychographicsegmentation
E)demographicsegmentation
Answer:
A
AACSB:
Applicationofknowledge
Skill:
Concept
Objective:
LO7.2:
Listanddiscussthemajorbasesforsegmentingconsumerandbusinessmarkets.
Difficulty:
Moderate
12)________segmentationdividesthemarketintosegmentsbasedonvariablessuchasage,life-cyclestage,gender,income,occupation,education,religion,ethnicity,andgeneration.
A)Geographic
B)Benefit
C)Occasion
D)Psychographic
E)Demographic
Answer:
E
AACSB:
Diverseandmulticulturalworkenvironments
Skill:
Concept
Objective:
LO7.2:
Listanddiscussthemajorbasesforsegmentingconsumerandbusinessmarkets.
Difficulty:
Easy
13)DeltaMotorworksmarketsitscarsbasedontheage,gender,andincomeofitscustomers.Whichofthefollowingtypesofmarketsegmentationisevidenthere?
A)geographicsegmentation
B)benefitsegmentation
C)occasionsegmentation
D)demographicsegmentation
E)psychographicsegmentation
Answer:
D
AACSB:
Applicationofknowledge
Skill:
Application
Objective:
LO7.2:
Listanddiscussthemajorbasesforsegmentingconsumerandbusinessmarkets.
Difficulty:
Moderate
14)Acompanysellingchild-careproductsranatelevisionaddepictingwomenasbeingprimarilyresponsibleforchildcare.Manywomenviewersconsideredthisregressive,allegingthattheadfailedtorecognizethemuchmorediversifiedroleofwomenintoday'sworld.Thisisanexampleof________.
A)causemarketing
B)stereotyping
C)nichemarketing
D)scapegoating
E)positioning
Answer:
B
AACSB:
Analyticalthinking
Skill:
Application
Objective:
LO7.2:
Listanddiscussthemajorbasesforsegmentingconsumerandbusinessmarkets.
Difficulty:
Moderate
15)________segmentationhaslongbeenusedinclothing,cosmetics,toiletries,andmagazines.
A)Behavioral
B)Gender
C)Benefit
D)Occasion
E)Geographic
Answer:
B
Skill:
Application
Objective:
LO7.2:
Listanddiscussthemajorbasesforsegmentingconsumerandbusinessmarkets.
Difficulty:
Easy
16)GilronHolidaysrunsapremiummembershipclubthatcaterstocustomerswhoseannualsalaryexceeds$100,000.Membersofthisclubareofferedseasonaldiscountsonselectluxuryhotelsinselectcitiesworldwide.GilronHolidaysmostlikelyfollowsa(n)________segmentationapproach.
A)gender
B)income
C)occasion
D)benefit
E)geographic
Answer:
B
AACSB:
Applicationofknowledge
Skill:
Application
Objective:
LO7.2:
Listanddiscussthemajorbasesforsegmentingconsumerandbusinessmarkets.
Difficulty:
Moderate
17)________segmentationdividesbuyersintodifferentsegmentsbasedonsocialclass,lifestyle,orpersonalitycharacteristics.
A)Benefit
B)Occasion
C)Geographic
D)Demographic
E)Psychographic
Answer:
E
Skill:
Concept
Objective:
LO7.2:
Listanddiscussthemajorbasesforsegmentingconsumerandbusinessmarkets.
Difficulty:
Easy
18)Marketerswhouse________oftensegmenttheirmarketsbyconsumerlifestylesandbasetheirmarketingstrategiesonlifestyleappeals.
A)demographicsegmentation
B)geographicsegmentation
C)benefitsegmentation
D)psychographicsegmentation
E)occasionsegmentation
Answer:
D
Skill:
Concept
Objective:
LO7.2:
Listanddiscussthemajorbasesforsegmentingconsumerandbusinessmarkets.
Difficulty:
Moderate
19)________segmentationdividesbuyersintosegmentsbasedontheirknowledge,attitudes,uses,orresponsesconcerningaproduct.
A)Behavioral
B)Psychographic
C)Ageandlifecycle
D)Gender
E)Geographic
Answer:
A
Skill:
Concept
Objective:
LO7.2:
Listanddiscussthemajorbasesforsegmentingconsumerandbusinessmarkets.
Difficulty:
Easy
20)________segmentationreferstodividingthemarketintosegmentsaccordingtooccasionswhenbuyersgettheideatobuy,actuallymaketheirpurchase,orusethepurchaseditem.
A)Gender
B)Psychographic
C)Occasion
D)Geographic
E)Income
Answer:
C
Skill:
Concept
Objective:
LO7.2:
Listanddiscussthemajorbasesforsegmentingconsumerandbusinessmarkets.
Difficulty:
Easy
21)MalcolmSanders,agraduatestudentfromBoston,makescustomizedsnowboardsforlocalsnowboardingenthusiasts.Thedemandforsnowboardspeaksduringthewintermonths,abusytimeforMalcolm.Headvertisesmoreaggressivelyandsellsmostofhissnowboardsaroundthistime.WhichmarketsegmentationapproachdoesMalcolmmostlikelyuse?
A)gendersegmentation
B)psychog
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