中山大学吴柏林教授 广告心理学绝密资料schiffman03tif.docx

中山大学吴柏林教授 广告心理学绝密资料schiffman03tif.docx

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中山大学吴柏林教授广告心理学绝密资料schiffman03tif

Chapter3:

MarketSegmentation

MultipleChoiceQuestions:

1.Themore_____thereisinthemarketplace,themore_____isrequired.

a.similarity;segmentation

b.diversity;massmarketing

c.diversity;segmentation

d.noneoftheabove

（c;Difficulty1,p.49）

2.Allofthefollowingarenecessaryconditionsforsuccessfulsegmentationofanymarket,except:

a.alargeenoughpopulation.

b.theabilitytospendmoneyontheproduct（generalaffluence）.

c.sufficientdiversityamongthesegments.

d.segmentationoccurrenceindevelopedcountries.

（d;Difficulty3,p.49）

3.Theprocessofdividingamarketintodistinctsubsetsofconsumerswithcommonneedsorcharacteristicsisknownas:

a.targetmarketing.

b.marketsegmentation.

c.massmarketing.

d.themarketingconcept.

（b;Difficulty1,p.50）

4.HenryFordofferingtheModelTautomobiletothepublic“inanycolortheywantedaslongasitwasblack”isatthebasisof:

a.marketsegmentation.

b.massmarketing.

c.targetmarketing.

d.themarketingconcept.

（b;Difficulty2,p.50）

5.Allofthefollowingareadvantagesofthemassmarketingapproachexcept:

a.oneadvertisingcampaignisneeded.

b.oneproductisoffered.

c.satisfiestheneedsofthemajority.

d.onemarketingstrategyisrequired.

（c;Difficulty2,p.50）

6.Anymarketingstrategyisathreestepprocessthatincludes:

a.marketsegmentation,marketingmixandpositioning.

b.marketsegmentation,targetingandpositioning.

c.markettargeting,positioningandrepositioning.

d.price,placeandpromotion.

（b;Difficulty2,p.50）

7.Accordingtoourtext,StarGazersandFunExpressaretwosegmentsin:

a.theautomobileindustry.

b.campusdiningsegments.

c.athleticshoessegments.

d.travelsegments.

（b;Difficulty3,p.51,table3-1）

8.WhenTheGap,Incopeneditsbabyandkidsstores,aswellasBananaRepublicandOldNavy,itwasadoptinga____strategy.

a.targeting

b.segmentation

c.massmarketing

d.blanketmarketing

（b;Difficulty2,p.51）

9.Marriottoperates13lodgingbrands,suchasFairfieldInn,ResidenceInn,andMarriottResorts.ThisisanexampleofMarriottadoptinga_____strategy.

a.targeting

b.segmentation

c.massmarketing

d.blanketmarketing

（b;Difficulty2,p.51）

10.Afirm’scustomerscanbegroupedintoatleastfourmajorsegments:

LoLows,HiLows,LowHighs,andHiHighs.TheLowandHighmeasurementsreferto_____and_____respectively.

a.currentshare;financialcapability

b.risk;financialcapability

c.currentshare;consumption

d.consumption;risk

（c;Difficulty3,p.52）

11.Afirm’scustomerscanbegroupedintoatleastfourmajorsegments,LoLows,HiLows,LowHighs,andHiHighs.Thefirm,should“starve”theLowLows,“tickle”theHiLows,“chase”theLowHighs,and_____theHiHighs.

a.strike

b.stroke

c.pat

d.cheer

（b;Difficulty3,p.52）

12.Inadditiontofillingproductgaps,segmentationresearchisregularlyusedbymarketersto:

a.generateideasfornewpromotionalcampaigns.

b.generateideasforproductimprovements.

c.identifythemostappropriatemediatoplaceadvertising.

d.alltheabove

（c;Difficulty2,p.52）

13.Thereareninemajorcategoriesofconsumercharacteristicsasthebasesforsegmentation.Theincludeallofthefollowingexcept:

a.geographicfactors.

b.physiologicalfactors.

c.benefitssought.

d.socioculturalvariables.

（b;Difficulty1,p.53）

14.Anothertermforpsychographiccharacteristicsis:

a.age.

b.lifestyle.

c.benefitssought.

d.use-situationfactors.

（b;Difficulty1,p.53）

15.Whentwotypesofmarketsegmentationareused,itiscalled:

a.combinationsegmentation.

b.hybridsegmentation.

c.dualsegmentation.

d.crosssegmentation.

（b;Difficulty1,p.53）

16.Peoplewholiveinthesameareasharesomesimilarneedsandwants.Thisisthetheorybehindwhichsegmentationbasis?

a.demographic

b.geographic

c.psychographic

d.sociocultural

（b;Difficulty1,p.53）

17.“Birdsofafeatherflocktogether”isthetheorybehindwhichtypeofsegmentation?

a.demographic

b.geographic

c.psychographic

d.noneoftheabove

（d;Difficulty3,p.53）

18.ThefactthatSalsaoutsellsketchupinthesouthwest,andthatJifpeanutbutterispreferredintheMidwestoverSkippy,isanexampleofwhy_____segmentationisused.

a.demographic

b.geographic

c.psychographic

d.sociocultural

（b;Difficulty2,p.53）

19._____segmentationincludes:

needsmotivation,personality,perception,andattitudes.

a.Demographic

b.Psychographic

c.Psychological

d.Benefit

（c;Difficulty2,p.54,table3-2）

20.Professional,blue-collar,white-collarandmilitaryareallformsof_____segmentation.

a.demographic

b.geographic

c.psychographic

d.psyc