科特勒市场营销第七章习题与答案.doc

1、Chapter 7 Customer-Driven Marketing Strategy: Creating Value for Target Customers1) When a company identifies the parts of the market it can serve best and most profitably, it is practicing _.A) concentrated marketingB) mass marketingC) market targetingD) segmentingE) differentiationAnswer: CDiff: 2

2、Page Ref: 191Skill: ConceptObjective: 7-12) What are the four steps, in order, to designing a customer-driven marketing strategy?A) market segmentation, differentiation, positioning, and targetingB) positioning, market segmentation, mass marketing, and targetingC) market segmentation, targeting, dif

3、ferentiation, and positioningD) market alignment, market segmentation, differentiation, and market positioningE) market recognition, market preference, market targeting, and market insistenceAnswer: CDiff: 2Page Ref: 191Skill: ConceptObjective: 7-13) Which type of segmentation centers on the use of

4、the word when, such as when consumers get the idea to buy, when they actually make their purchase, or when they use the purchased item?A) behavioralB) psychographicC) occasionD) impulseE) emergencyAnswer: CDiff: 2Page Ref: 196Skill: ConceptObjective: 7-24) Markets can be segmented into groups of non

5、users, ex-users, potential users, first-time users, and regular users of a product. This method of segmentation is called _.A) user statusB) usage ratesC) benefitD) behaviorE) loyalty statusAnswer: ADiff: 1Page Ref: 197Skill: ConceptObjective: 7-25) Consumers can show their allegiance to brands, sto

6、res, or companies. Marketers can use this information to segment consumers by _.A) user statusB) loyalty statusC) store typeD) brand preferenceE) usage rateAnswer: BDiff: 1Page Ref: 197Skill: ConceptObjective: 7-26) Consumer and business marketers use many of the same variables to segment markets. B

7、usiness marketers use all of the following EXCEPT _.A) operating characteristicsB) purchasing approachesC) situational factorsD) personal characteristicsE) brand personalitiesAnswer: EDiff: 3Page Ref: 198Skill: ConceptObjective: 7-27) When the size, purchasing power, and profiles of a market segment

8、 can be determined, it possesses the requirement of being _.A) measurableB) accessibleC) substantialD) actionableE) observableAnswer: ADiff: 2Page Ref: 200Skill: ConceptObjective: 7-28) When a business market segment is large or profitable enough to serve, it is termed _.A) measurableB) accessibleC)

9、 substantialD) actionableE) differentiableAnswer: CDiff: 2Page Ref: 200Skill: ConceptObjective: 7-29) To evaluate the different market segments your company serves, you would look at all of these factors EXCEPT which one?A) segment sizeB) segment growthC) segment structural attractivenessD) company

10、values E) company resourcesAnswer: DDiff: 3Page Ref: 201Skill: ConceptObjective: 7-310) Which of the following is NOT one of the reasons a segment would be less attractive to a company?A) strong competitorsB) substitute productsC) concentrated marketD) power of buyersE) power of suppliersAnswer: CDi

11、ff: 2Page Ref: 201Skill: ConceptObjective: 7-311) The 55-year-old baby boomers share common needs in music and performers. When a music company decides to serve this group, the group is called a(n) _.A) market segmentB) target marketC) well-defined marketD) differentiated marketE) undifferentiated m

12、arketAnswer: BDiff: 1Page Ref: 201Skill: ConceptObjective: 7-312) When New Port Shipping uses segmented marketing, it targets several segments and designs separate offers for each one. This approach is called _ marketing.A) undifferentiated B) differentiated C) target D) individualE) nicheAnswer: BD

13、iff: 2Page Ref: 202Skill: ConceptObjective: 7-313) Developing a strong position within several segments creates more total sales than _ marketing across all segments.A) undifferentiatedB) differentiatedC) nicheD) targetE) individualAnswer: ADiff: 3Page Ref: 202Skill: ConceptObjective: 7-314) Using c

14、oncentrated marketing, the marketer goes after a _ share of _.A) small; a small marketB) small; a large marketC) large; one or a few nichesD) large; the mass marketE) moderate; localAnswer: CDiff: 2Page Ref: 204Skill: ConceptObjective: 7-315) Today, the low cost of setting up shop _ makes it even mo

15、re profitable to serve very small niches.A) in malls in major citiesB) in mail-order catalogsC) on the InternetD) near major competitorsE) far from competitorsAnswer: CDiff: 1Page Ref: 205AACSB: Use of ITSkill: ConceptObjective: 7-316) Which of the segmenting strategies carries higher-than-average risks in co