完整word版科特勒市场营销第七章习题与答案.docx
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完整word版科特勒市场营销第七章习题与答案
Chapter7Customer-DrivenMarketingStrategy:
CreatingValueforTargetCustomers
1）Whenacompanyidentifiesthepartsofthemarketitcanservebestandmostprofitably,itispracticing________.
A）concentratedmarketing
B）massmarketing
C）markettargeting
D）segmenting
E）differentiation
Answer:
C
Diff:
2PageRef:
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:
2PageRef:
191
Skill:
Concept
Objective:
7-1
3）Whichtypeofsegmentationcentersontheuseofthewordwhen,suchaswhenconsumersgettheideatobuy,whentheyactuallymaketheirpurchase,orwhentheyusethepurchaseditem?
A）behavioral
B）psychographic
C）occasion
D）impulse
E）emergency
Answer:
C
Diff:
2PageRef:
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:
1PageRef:
197
Skill:
Concept
Objective:
7-2
5）Consumerscanshowtheirallegiancetobrands,stores,orcompanies.Marketerscanusethisinformationtosegmentconsumersby________.
A）userstatus
B）loyaltystatus
C）storetype
D）brandpreference
E）usagerate
Answer:
B
Diff:
1PageRef:
197
Skill:
Concept
Objective:
7-2
6）Consumerandbusinessmarketersusemanyofthesamevariablestosegmentmarkets.BusinessmarketersuseallofthefollowingEXCEPT________.
A）operatingcharacteristics
B）purchasingapproaches
C）situationalfactors
D）personalcharacteristics
E）brandpersonalities
Answer:
E
Diff:
3PageRef:
198
Skill:
Concept
Objective:
7-2
7）Whenthesize,purchasingpower,andprofilesofamarketsegmentcanbedetermined,itpossessestherequirementofbeing________.
A）measurable
B）accessible
C）substantial
D）actionable
E）observable
Answer:
A
Diff:
2PageRef:
200
Skill:
Concept
Objective:
7-2
8）Whenabusinessmarketsegmentislargeorprofitableenoughtoserve,itistermed________.
A）measurable
B）accessible
C）substantial
D）actionable
E）differentiable
Answer:
C
Diff:
2PageRef:
200
Skill:
Concept
Objective:
7-2
9）Toevaluatethedifferentmarketsegmentsyourcompanyserves,youwouldlookatallofthesefactorsEXCEPTwhichone?
A）segmentsize
B）segmentgrowth
C）segmentstructuralattractiveness
D）companyvalues
E）companyresources
Answer:
D
Diff:
3PageRef:
201
Skill:
Concept
Objective:
7-3
10）WhichofthefollowingisNOToneofthereasonsasegmentwouldbelessattractivetoacompany?
A）strongcompetitors
B）substituteproducts
C）concentratedmarket
D）powerofbuyers
E）powerofsuppliers
Answer:
C
Diff:
2PageRef:
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:
1PageRef:
201
Skill:
Concept
Objective:
7-3
12）WhenNewPortShippingusessegmentedmarketing,ittargetsseveralsegmentsanddesignsseparateoffersforeachone.Thisapproachiscalled________marketing.
A）undifferentiated
B）differentiated
C）target
D）individual
E）niche
Answer:
B
Diff:
2PageRef:
202
Skill:
Concept
Objective:
7-3
13）Developingastrongpositionwithinseveralsegmentscreatesmoretotalsalesthan________marketingacrossallsegments.
A）undifferentiated
B）differentiated
C）niche
D）target
E）individual
Answer:
A
Diff:
3PageRef:
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:
2PageRef:
204
Skill:
Concept
Objective:
7-3
15）Today,thelowcostofsettingupshop________makesitevenmoreprofitabletoserveverysmallniches.
A）inmallsinmajorcities
B）inmail-ordercatalogs
C）ontheInternet
D）nearmajorcompetitors
E）farfromcompetitors
Answer:
C
Diff:
1PageRef:
205
AACSB:
UseofIT
Skill:
Concept
Objective:
7-3
16）Whichofthesegmentingstrategiescarrieshigher-than-averagerisksinconsumermarkets?
A）concentrated
B）mass
C）differentiated
D）undifferentiated
E）multiple-segment
Answer:
A
Diff:
3PageRef:
205
Skill:
Concept
Objective:
7-3
17）WhichofthefollowingisNOTadrawbackoflocalmarketing?
A）Itcandriveupmanufacturingcosts.
B）Itcandriveupmarketingcostsbyreducingeconomiesofscale.
C）Itcancreatelogisticsproblems.
D）Abrand'soverallimagemightbedilutedthroughtoomuchvariation.
E）Supportingtechnologiesareexpensive.
Answer:
E
Diff:
3PageRef:
206
Skill:
Concept
Objective:
7-3
18）Intargetmarketing,theissueisnotreallywhoistargeted,butrather________andfor________.
A）why;what
B）how;what
C）why;howlong
D）where;howlong
E）how;where
Answer:
B
Diff:
2PageRef:
209
AACSB:
EthicalReasoning
Skill:
Concept
Objective:
7-3
19）Aproduct'spositionisbasedonimportantattributesasperceivedby________.
A）suppliers
B）competitors
C）marketconditions
D）consumers
E）managers
Answer:
D
Diff:
2PageRef:
209
Skill:
Concept
Objective:
7-4
20）Consumerspositionproductsandservices________.
A）aftermarketersputmarketingmixesinplace
B）generallyafterconsultingfriendswhousethem
C）withorwithoutthehelpofmarketers
D）onlyreluctantly
E）basedonnearbycompetitors'positions
Answer:
C
Diff:
1PageRef:
209
Skill:
Concept
Objective:
7-4
21）WhichofthelistedchoicesisNOTapositioningtask?
A）identifyingasetofpossiblecompetitiveadvantagesuponwhichtobuildaposition
B）surveyingfrequentusersoftheproduct
C）selectinganoverallpositioningstrategy
D）effectivelycommunicatinganddeliveringthechosenpositiontothemarket
E）selectingtherightcompetitiveadvantages
Answer:
B
Diff:
2PageRef:
210
AACSB:
Communication
Skill:
Concept
Objective:
7-4
22）Acompanyormarketoffercanbedifferentiatedalongthelinesofproduct,image,services,channels,or________.
A）prices
B）nonpricefactors
C）people
D）customerservice
E）location
Answer:
C
Diff:
2PageRef:
213
Skill:
Concept
Objective:
7-4
23）Whichtypeofdifferentiationisusedtogaincompetitiveadvantagethroughthewayafirmdesignsitsdistributioncoverage,expertise,andperformance?
A）servicesdifferentiation
B）channeldifferentiation
C）peopledifferentiation
D）productdifferentiation
E）pricedifferentiation
Answer:
B
Diff:
2PageRef:
213
Skill:
Concept
Objective:
7-4
24）Whenfirmsusesymbols,colors,orcharacterstoconveytheirpersonalities,theyareusing________differentiation.
A）image
B）people
C）company
D）reputation
E）subliminal
Answer:
A
Diff:
1PageRef:
213
AACSB:
Communication
Skill:
Concept
Objective:
7-4
25）Theanswertothecustomer'squestion"WhyshouldIbuyyourbrand?
"isfoundinthe________.
A）qualityimage
B）customerservices
C）valueproposition
D）differentiation
E）pricingandpromotionstructure
Answer:
C
Diff:
2PageRef:
214
Skill:
Concept
Objective:
7-4
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
Answer:
A
Diff:
3PageRef:
215
Skill:
Concept
Objective:
7-4
27）Whichpositioningstrategyoffersconsumersa"gooddeal"byofferingequivalent-qualityproductsorservicesatalowerprice?
A）more-for-the-same
B）more-for-less
C）same-for-less
D）less-for-much-less
E）all-or-nothing
Answer:
C
Diff:
2PageRef:
215
Skill:
Concept
Objective:
7-4
281）"Less-for-much-less"positioninginvolvesmeetingconsumers'________.
A）qualityperformancerequirementsatalowerprice
B）lowerqualityrequirementsinexchangeforalowerprice
C）lowerqualityrequirementsatthelowestpossibleprice
D）highqualityrequirementsatadiscountedrate
E）highqualityrequirementsatthelowerpossibleprice
Answer:
B
Diff:
1PageRef:
216
Skill:
Concept
Objective:
7-4
29）WhenPacificFisheriesgroupsitscustomersascountriesbyregionssuchasAsia,Australia,orNewZealand,itisusingwhichsegmentingbase?
A）economicfactors
B）politicalandlegalfactors
C）geographiclocation
D）benefitssought
E）demographics
Answer:
C
Diff:
1PageRef:
193
AACSB:
ReflectiveThinking
Skill:
Application
Objective:
7-2
30）WhenBurgerKingtargetschildren,teens,adults,andseniorswithdifferentadsandmedia,itispracticing________segmentation.
A）demographic
B）ageandlifecycle
C）psychographic
D）behavioral
E）generational
Answer:
B
Diff:
1PageRef:
194
AACSB:
ReflectiveThinking
Skill:
Application
Objective:
7-2
31）Yourcompanywantstomoveawayfrommassmarketingandengageincustomer-drivenmarketing.Thefourstepstotake,inorder,aremarketsegmentation,marketingpositioning,differentiation,andtargeting.
Answer:
FALSE
Diff:
2PageRef:
191
Skill:
Conce
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