完整word版科特勒市场营销第七章习题与答案.docx

1、完整word版科特勒市场营销第七章习题与答案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) different

2、iationAnswer: CDiff: 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 segme

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

4、n centers on the use of 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: 2 Page Ref: 196Skill: ConceptObjective: 7-24) Markets can be seg

5、mented into groups of nonusers, 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: 1 Page Ref: 197Skill: ConceptObjective: 7-25) Consumers can show their

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

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

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

9、.A) measurableB) accessibleC) substantialD) actionableE) differentiableAnswer: CDiff: 2 Page 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 struct

10、ural attractivenessD) company values E) company resourcesAnswer: DDiff: 3 Page 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

11、) power of suppliersAnswer: CDiff: 2 Page 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) differenti

12、ated marketE) undifferentiated marketAnswer: BDiff: 1 Page 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) targe

13、t D) individualE) nicheAnswer: BDiff: 2 Page 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: 3 Page Ref: 202Skil

14、l: ConceptObjective: 7-314) Using concentrated 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: 2 Page Ref: 204Skill: ConceptObjective: 7-315) Today, the low cost o

15、f setting up shop _ makes it even more 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: 1 Page Ref: 205AACSB: Use of ITSkill: ConceptObjective: 7-316) Which of the segmenting str

16、ategies carries higher-than-average risks in consumer markets?A) concentratedB) massC) differentiatedD) undifferentiatedE) multiple-segmentAnswer: ADiff: 3 Page Ref: 205Skill: ConceptObjective: 7-317) Which of the following is NOT a drawback of local marketing?A) It can drive up manufacturing costs.

17、B) It can drive up marketing costs by reducing economies of scale.C) It can create logistics problems.D) A brands overall image might be diluted through too much variation.E) Supporting technologies are expensive.Answer: EDiff: 3 Page Ref: 206Skill: ConceptObjective: 7-318) In target marketing, the

18、issue is not really who is targeted, but rather _ and for _.A) why; whatB) how; whatC) why; how longD) where; how longE) how; whereAnswer: BDiff: 2 Page Ref: 209AACSB: Ethical ReasoningSkill: ConceptObjective: 7-319) A products position is based on important attributes as perceived by _.A) suppliers

19、B) competitorsC) market conditionsD) consumersE) managersAnswer: DDiff: 2 Page Ref: 209Skill: ConceptObjective: 7-420) Consumers position products and services _.A) after marketers put marketing mixes in placeB) generally after consulting friends who use themC) with or without the help of marketersD

20、) only reluctantlyE) based on nearby competitors positionsAnswer: CDiff: 1 Page Ref: 209Skill: ConceptObjective: 7-421) Which of the listed choices is NOT a positioning task?A) identifying a set of possible competitive advantages upon which to build a positionB) surveying frequent users of the produ

21、ctC) selecting an overall positioning strategyD) effectively communicating and delivering the chosen position to the marketE) selecting the right competitive advantagesAnswer: BDiff: 2 Page Ref: 210AACSB: CommunicationSkill: ConceptObjective: 7-422) A company or market offer can be differentiated al

22、ong the lines of product, image, services, channels, or _.A) pricesB) nonprice factorsC) peopleD) customer serviceE) locationAnswer: CDiff: 2 Page Ref: 213Skill: ConceptObjective: 7-423) Which type of differentiation is used to gain competitive advantage through the way a firm designs its distributi

23、on coverage, expertise, and performance?A) services differentiationB) channel differentiationC) people differentiationD) product differentiationE) price differentiationAnswer: BDiff: 2 Page Ref: 213Skill: ConceptObjective: 7-424) When firms use symbols, colors, or characters to convey their personal

24、ities, they are using _ differentiation.A) imageB) peopleC) companyD) reputationE) subliminalAnswer: ADiff: 1 Page Ref: 213AACSB: CommunicationSkill: ConceptObjective: 7-425) The answer to the customers question Why should I buy your brand? is found in the _.A) quality imageB) customer servicesC) va

25、lue propositionD) differentiationE) pricing and promotion structureAnswer: CDiff: 2 Page Ref: 214Skill: ConceptObjective: 7-426) What competitive positioning can attack a more-for-more strategy by introducing a brand offering with comparable quality at a lower price?A) more-for-the-same B) more-for-

26、less C) same-for-less D) less-for-much-less E) all-or-nothing Answer: ADiff: 3 Page Ref: 215Skill: ConceptObjective: 7-427) Which positioning strategy offers consumers a good deal by offering equivalent-quality products or services at a lower price?A) more-for-the-same B) more-for-less C) same-for-l

27、ess D) less-for-much-less E) all-or-nothing Answer: CDiff: 2 Page Ref: 215Skill: ConceptObjective: 7-4281) Less-for-much-less positioning involves meeting consumers _.A) quality performance requirements at a lower priceB) lower quality requirements in exchange for a lower priceC) lower quality requi

28、rements at the lowest possible priceD) high quality requirements at a discounted rateE) high quality requirements at the lower possible priceAnswer: BDiff: 1 Page Ref: 216Skill: ConceptObjective: 7-429) When Pacific Fisheries groups its customers as countries by regions such as Asia, Australia, or N

29、ew Zealand, it is using which segmenting base?A) economic factorsB) political and legal factorsC) geographic locationD) benefits soughtE) demographicsAnswer: CDiff: 1 Page Ref: 193AACSB: Reflective ThinkingSkill: ApplicationObjective: 7-230) When Burger King targets children, teens, adults, and seni

30、ors with different ads and media, it is practicing _ segmentation.A) demographicB) age and life cycleC) psychographicD) behavioralE) generationalAnswer: BDiff: 1 Page Ref: 194AACSB: Reflective ThinkingSkill: ApplicationObjective: 7-231) Your company wants to move away from mass marketing and engage in customer-driven marketing. The four steps to take, in order, are market segmentation, marketing positioning, differentiation, and targeting.Answer: FALSEDiff: 2 Page Ref: 191Skill: Conce