科特勒市场营销习题与答案文档格式.docx
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D）marketalignment,marketsegmentation,differentiation,andmarketpositioning
E）marketrecognition,marketpreference,markettargeting,andmarketinsistence
3）Whichtypeofsegmentationcentersontheuseofthewordwhen,suchaswhenconsumersgettheideatobuy,whentheyactuallymaketheirpurchase,orwhentheyusethepurchaseditem?
A）behavioral
B）psychographic
C）occasion
D）impulse
E）emergency
196
7-2
4）Marketscanbesegmentedintogroupsofnonusers,ex-users,potentialusers,first-timeusers,
andregularusersofaproduct.Thismethodofsegmentationiscalled・
A）userstatus
B）usagerates
C）benefit
D）behavior
E）loyaltystatus
A
1PageRef:
197
5）Consumerscanshowtheirallegiancetobrands,stores,orcompanies・Marketerscanusethis
informationtosegmentconsumersby・
B）loyaltystatus
C）storetype
D）brandpreference
E）usagerate
B
6）Consumerandbusinessmarketersusemanyofthesamevariablestosegmentmarkets.
BusinessmarketersuseallofthefollowingEXCEPT・
A）operatingcharacteristics
B）purchasingapproaches
C）situationalfactors
D）personalcharacteristics
E）brandpersonalities
E
3PageRef:
198
7）Whenthesize,purchasingpower,andprofilesofamarketsegmentcanbedetermined,it
possessestherequirementofbeing・
A）measurable
B）accessible
C）substantial
D）actionable
E）observable
200
8）Whenabusinessmarketsegmentislargeorprofitableenoughtoserve,itistermed
E）differentiable
9）Toevaluatethedifferentmarketsegmentsyourcompanyserves,youwouldlookatallofthesefactorsEXCEPTwhichone?
A）segmentsize
B）segmentgrowth
C）segmentstructuralattractiveness
D）companyvalues
E）companyresources
D
201
7-3
10）WhichofthefollowingisNOToneofthereasonsasegmentwouldbelessattractivetoacompany?
A）strongcompetitors
B）substituteproducts
C）concentratedmarket
D）powerofbuyers
E）powerofsuppliers
11）The55-year-oldbabyboomerssharecommonneedsinmusicandperformers・Whenamusic
companydecidestoservethisgroup,thegroupiscalleda（n）・
A）marketsegment
B）targetmarket
C）well-definedmarket
D）differentiatedmarket
E）undifferentiatedmarket
12）WhenNewPortShippingusessegmentedmarketing,ittargetsseveralsegmentsanddesigns
separateoffersforeachone.Thisapproachiscalledmarketing・
A）undifferentiated
B）differentiated
C）target
D）individual
E）niche
202
13）Developingastrongpositionwithinseveralsegmentscreatesmoretotalsalesthan
marketingacrossallsegments・
C）niche
D）target
E）individual
14）Usingconcentratedmarketing,themarketergoesafterashareof・
A）smalloasmallmarket
B）smalloalargemarket
C）largeooneorafewniches
D）largeothemassmarket
E）moderateolocal
204
15）Today,thelowcostofsettingupshopmakesitevenmoreprofitabletoservevery
smallniches・
A）inmallsinmajorcities
B）inmail-ordercatalogs
C）ontheInternet
D）nearmajorcompetitors
E）farfromcompetitors
205
AACSB:
UseofIT
16）Whichofthesegmentingstrategiescarrieshigher-than-averagerisksinconsumermarkets?
A）concentrated
B）mass
C）differentiated
D）undifferentiated
E）multiple-segment
17）WhichofthefollowingisNOTadrawbackoflocalmarketing?
A）Itcandriveupmanufacturingcosts.
B）Itcandriveupmarketingcostsbyreducingeconomiesofscale・
C）Itcancreatelogisticsproblems.
D）Abrandsoverallimagemightbedilutedthroughtoomuchvariation.
E）Supportingtechnologiesareexpensive・
206
18）Intargetmarketing,theissueisnotreallywhoistargeted,butratherandfor
A）whyowhat
B）howowhat
C）whyohowlong
D）whereohowlong
E）howowhere
209
EthicalReasoning
19）Aproduct'
spositionisbasedonimportantattributesasperceivedby
A）suppliers
B）competitors
C）marketconditions
D）consumers
E）managers
7-4
20）Consumerspositionproductsandservices・
A）aftermarketersputmarketingmixesinplace
B）generallyafterconsultingfriendswhousethem
C）withorwithoutthehelpofmarketers
D）onlyreluctantly
E）basedonnearbycompetitors*positions
21）WhichofthelistedchoicesisNOTapositioningtask?
A）identifyingasetofpossiblecompetitiveadvantagesuponwhichtobuildaposition
B）surveyingfrequentusersoftheproduct
C）selectinganoverallpositioningstrategy
D）effectivelycommunicatinganddeliveringthechosenpositiontothemarket
E）selectingtherightcompetitiveadvantages
210
Communication
22）Acompanyormarketoffercanbedifferentiatedalongthelinesofproduct,image,services,
channels,or・
A）prices
B）nonpricefactors
C）people
D）customerservice
E）location
213
23）Whichtypeofdifferentiationisusedtogaincompetitiveadvantagethroughthewayafirmdesignsitsdistributioncoverage,expertise,andperformance?
A）servicesdifferentiation
B）channeldifferentiation
C）peopledifferentiation
D）productdifferentiation
E）pricedifferentiation
24）Whenfirmsusesymbols,colors,orcharacterstoconveytheirpersonalities,theyareusingdifferentiation.
A）image
B）people
C）company
D）reputation
E）subliminal
25）TheanswertothecustomersquestionHWhyshouldIbuyyourbrand?
**isfoundinthe
A）qualityimage
B）customerservices
C）valueproposition
D）differentiation
E）pricingandpromotionstructure
214
26）Whatcompetitivepositioningcanattackamore-for-morestrategybyintroducingabrandofferingwithcomparablequalityatalowerprice?
A）more-for-the-same
B）more-for-less
C）same-for-less
D）less-for-much-less
E）all-or-nothing
215
27）Whichpositioningstrategyoffersconsumersa"
gooddeal'
*byofferingequivalent-qualityproductsorservicesatalowerprice?
281）HLess-for-much-lessHpositioninginvolvesmeetingconsumers1・
A）qualityperformancerequirementsatalowerprice
B）lowerqualityrequirementsinexchangeforalowerprice
C）lowerqualityrequirementsatthelowestpossibleprice
D）highqualityrequirementsatadiscountedrate
E）highqualityrequirementsatthelowerpossibleprice
216
29）WhenPacificFisheriesgroupsitscustomersascountriesbyregionssuchasAsia,Australia,orNewZealand,itisusingwhichsegmentingbase?
A）economicfactors
B）politicalandlegalfactors
C）geographiclocation
D）benefitssought
E）demographics
193
ReflectiveThinking
Application
30）WhenBurgerKingtargetschildren,teens,adults,andseniorswithdifferentadsandmedia,
itispracticingsegmentation.
A）demographic
B）ageandlifecycle
C）psychographic
D）behavioral
E）generational
194
31）Yourcompanywantstomoveawayfrommassmarketingandengageincustomer-drivenmarketing.Thefourstepstotake,inorder,aremarketsegmentation,marketingpositioning,differentiation,andtargeting・
FALSE
104）Demographicsegmentationusesdifferentmarketingapproachesfordifferenttimeperiodsofpeopleslivesanddifferentfamilysituations.
32）Therearemanyexceptionstothegeographicsegmentationassumptionthatconsumersinnationsclosetooneanotherwillhavemanycommonbehaviorsandtraits・
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