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

1、中山大学吴柏林教授 广告心理学绝密资料schiffman03tifChapter 3: Market SegmentationMultiple Choice Questions:1. The more _ there is in the marketplace, the more _ is required. a. similarity; segmentation b. diversity; mass marketingc. diversity; segmentationd. none of the above(c; Difficulty 1, p. 49)2. All of the foll

2、owing are necessary conditions for successful segmentation of any market, except: a. a large enough population. b. the ability to spend money on the product (general affluence). c. sufficient diversity among the segments. d. segmentation occurrence in developed countries.(d; Difficulty 3, p. 49)3. T

3、he process of dividing a market into distinct subsets of consumers with common needs or characteristics is known as:a. target marketing. b. market segmentation. c. mass marketing. d. the marketing concept.(b; Difficulty 1, p. 50)4. Henry Ford offering the Model T automobile to the public “in any col

4、or they wanted as long as it was black” is at the basis of:a. market segmentation. b. mass marketing. c. target marketing. d. the marketing concept.(b; Difficulty 2, p. 50)5. All of the following are advantages of the mass marketing approach except:a. one advertising campaign is needed. b. one produ

5、ct is offered. c. satisfies the needs of the majority. d. one marketing strategy is required.(c; Difficulty 2, p. 50)6. Any marketing strategy is a three step process that includes:a. market segmentation, marketing mix and positioning. b. market segmentation, targeting and positioning. c. market tar

6、geting, positioning and repositioning. d. price, place and promotion.(b; Difficulty 2, p. 50)7. According to our text, Star Gazers and Fun Express are two segments in:a. the automobile industry. b. campus dining segments. c. athletic shoes segments. d. travel segments.(b; Difficulty 3, p. 51, table

7、3-1)8. When The Gap, Inc opened its baby and kids stores, as well as Banana Republic and Old Navy, it was adopting a _ strategy.a. targeting b. segmentation c. mass marketing d. blanket marketing(b; Difficulty 2, p. 51)9. Marriott operates 13 lodging brands, such as Fairfield Inn, Residence Inn, and

8、 Marriott Resorts. This is an example of Marriott adopting a _ strategy.a. targeting b. segmentation c. mass marketing d. blanket marketing(b; Difficulty 2, p. 51)10. A firms customers can be grouped into at least four major segments: LoLows, HiLows, LowHighs, and HiHighs. The Low and High measureme

9、nts refer to_ and _ respectively.a. current share; financial capability b. risk; financial capability c. current share; consumption d. consumption; risk(c; Difficulty 3, p. 52)11. A firms customers can be grouped into at least four major segments, LoLows, HiLows, LowHighs, and HiHighs. The firm, sho

10、uld “starve” the LowLows, “tickle” the HiLows, “chase” the LowHighs, and _ the HiHighs.a. strike b. stroke c. pat d. cheer(b; Difficulty 3, p. 52)12. In addition to filling product gaps, segmentation research is regularly used by marketers to:a. generate ideas for new promotional campaigns. b. gener

11、ate ideas for product improvements. c. identify the most appropriate media to place advertising. d. all the above(c; Difficulty 2, p. 52)13. There are nine major categories of consumer characteristics as the bases for segmentation. The include all of the following except:a. geographic factors. b. ph

12、ysiological factors. c. benefits sought. d. sociocultural variables.(b; Difficulty 1, p. 53)14. Another term for psychographic characteristics is:a. age. b. lifestyle. c. benefits sought. d. use-situation factors.(b; Difficulty 1, p. 53)15. When two types of market segmentation are used, it is calle

13、d:a. combination segmentation. b. hybrid segmentation. c. dual segmentation. d. cross segmentation. (b; Difficulty 1, p. 53)16. People who live in the same area share some similar needs and wants. This is the theory behind which segmentation basis?a. demographic b. geographicc. psychographicd. socio

14、cultural(b; Difficulty 1, p. 53)17. “Birds of a feather flock together” is the theory behind which type of segmentation?a. demographic b. geographicc. psychographicd. none of the above(d; Difficulty 3, p. 53)18. The fact that Salsa outsells ketchup in the southwest, and that Jif peanut butter is pre

15、ferred in the Midwest over Skippy, is an example of why _ segmentation is used.a. demographic b. geographicc. psychographicd. sociocultural(b; Difficulty 2, p. 53)19. _ segmentation includes: needs motivation, personality, perception, and attitudes.a. Demographic b. Psychographicc. Psychologicald. Benefit(c; Difficulty 2, p. 54, table 3-2)20. Professional, blue-collar, white-collar and military are all forms of _ segmentation.a. demographic b. geographicc. psychographicd. psyc