科特勒市场营销第七章习题与答案.doc

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