科特勒編寫美國營銷管理測試試題與答案2016新版chapter7

1、Principles of Marketing, 16e (Kotler)Chapter 7 Customer-Driven Marketing Strategy: Creating Value for Target Customers1) _ consists of evaluating each market segments attractiveness and selecting one or more segments to enter.A) PositioningB) Mass customizationC) Market targetingD) Market segmentati

2、onE) DifferentiationAnswer: CSkill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Easy2) _ involves dividing a market into smaller segments of buyers with distinct needs

3、, characteristics, or behaviors that might require separate marketing strategies or mixes.A) Mass customizationB) Market targetingC) Market segmentationD) DifferentiationE) PositioningAnswer: CSkill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy:

4、market segmentation, targeting, differentiation, and positioning.Difficulty: Easy3) _ involves actually distinguishing the firms market offering to create superior customer value.A) Mass customizationB) DifferentiationC) Market segmentationD) DiversifyingE) TargetingAnswer: BSkill: ConceptObjective:

5、 LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Easy4) When marketers at Fair & Leigh Inc. selected the Millennials, a demographic group that includes many college students, as an untapped

6、 group of potential customers for their new line of products, they were engaging in _.A) occasion segmentingB) local marketingC) market diversificationD) market targetingE) product positioningAnswer: DAACSB: Analytical thinking; Diverse and multicultural work environmentsSkill: ApplicationObjective:

7、 LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Moderate5) _ consists of arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products

8、in the minds of target consumers.A) Mass customizationB) PositioningC) SegmentationD) DifferentiationE) TargetingAnswer: BAACSB: Analytical thinkingSkill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiati

9、on, and positioning.Difficulty: Easy6) Mass marketing involves identifying market segments, selecting one or more of them, and developing products and marketing programs tailored to each.Answer: FALSESkill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing str

10、ategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Easy7) The customer-driven marketing strategy involves four steps: market segmentation, market targeting, positioning, and differentiation.Answer: TRUESkill: ConceptObjective: LO 7.1: Define the major steps in design

11、ing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Easy8) What is differentiation?Answer: Differentiation refers to differentiating the market offering to create superior customer value.Skill: ConceptObjective: LO 7.1: Define the ma

12、jor steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning.Difficulty: Easy9) Explain the four major steps in designing a customer-driven marketing strategy.Answer: The first step is market segmentation: dividing a market into smalle

13、r groups of buyers with distinct needs, characteristics, or behaviors, who might require separate products or marketing mixes. The company identifies different ways to segment the market and develops profiles of the resulting market segments. The second step is market targeting: evaluating each mark

14、et segments attractiveness and selecting one or more of the market segments to enter.The third step is differentiation: actually differentiating the firms market offering to create a superior customer value. Finally, the last step is market positioning: arranging for a market offering to occupy a cl

15、ear, distinctive, and desirable place relative to competing products in the minds of consumers.AACSB: Application of knowledge; Written and oral communicationSkill: ConceptObjective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, dif

16、ferentiation, and positioning.Difficulty: Moderate10) _ calls for dividing the market into regions, states, counties, cities, or even neighborhoods.A) Benefit segmentationB) Geographic segmentationC) Demographic segmentationD) Psychographic segmentationE) Occasion segmentationAnswer: BSkill: Concept

17、Objective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy11) Many companies today are localizing their products, advertising, promotion, and sales efforts to fit the needs of individual regions, cities, and neighborhoods. This is an example of

18、_.A) geographic segmentationB) product diversificationC) brandingD) psychographic segmentationE) demographic segmentationAnswer: AAACSB: Application of knowledgeSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate12) _ se

19、gmentation divides the market into segments based on variables such as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, and generation.A) Geographic B) Benefit C) Occasion D) Psychographic E) Demographic Answer: EAACSB: Diverse and multicultural work environmentsSki

20、ll: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy13) Delta Motorworks markets its cars based on the age, gender, and income of its customers. Which of the following types of market segmentation is evident here? A) geographic

21、segmentationB) benefit segmentationC) occasion segmentationD) demographic segmentationE) psychographic segmentationAnswer: DAACSB: Application of knowledgeSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate14) A comp

22、any selling child-care products ran a television ad depicting women as being primarily responsible for childcare. Many women viewers considered this regressive, alleging that the ad failed to recognize the much more diversified role of women in todays world. This is an example of _.A) cause marketin

23、gB) stereotypingC) niche marketingD) scapegoatingE) positioningAnswer: BAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate15) _ segmentation has long been used in clothing, cosmetics, toile

24、tries, and magazines.A) Behavioral B) Gender C) Benefit D) Occasion E) GeographicAnswer: BSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy16) Gilron Holidays runs a premium membership club that caters to customers who

25、se annual salary exceeds $100,000. Members of this club are offered seasonal discounts on select luxury hotels in select cities worldwide. Gilron Holidays most likely follows a(n) _ segmentation approach. A) genderB) incomeC) occasionD) benefitE) geographicAnswer: BAACSB: Application of knowledgeSki

26、ll: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate17) _ segmentation divides buyers into different segments based on social class, lifestyle, or personality characteristics.A) Benefit B) OccasionC) Geographic D) Demogr

27、aphic E) Psychographic Answer: ESkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy18) Marketers who use _ often segment their markets by consumer lifestyles and base their marketing strategies on lifestyle appeals. A) demog

28、raphic segmentationB) geographic segmentationC) benefit segmentationD) psychographic segmentationE) occasion segmentationAnswer: DSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate19) _ segmentation divides buyers into

29、segments based on their knowledge, attitudes, uses, or responses concerning a product.A) Behavioral B) Psychographic C) Age and life cycle D) Gender E) GeographicAnswer: ASkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy20

30、) _ segmentation refers to dividing the market into segments according to occasions when buyers get the idea to buy, actually make their purchase, or use the purchased item.A) Gender B) Psychographic C) Occasion D) Geographic E) Income Answer: CSkill: ConceptObjective: LO 7.2: List and discuss the m

31、ajor bases for segmenting consumer and business markets.Difficulty: Easy21) Malcolm Sanders, a graduate student from Boston, makes customized snowboards for local snowboarding enthusiasts. The demand for snowboards peaks during the winter months, a busy time for Malcolm. He advertises more aggressiv

32、ely and sells most of his snowboards around this time. Which market segmentation approach does Malcolm most likely use? A) gender segmentationB) psychographic segmentationC) occasion segmentationD) geographic segmentationE) age and life-cycle segmentationAnswer: CAACSB: Analytical thinkingSkill: App

33、licationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate22) _ requires finding the major advantages people look for in a product class, the kinds of people who look for each positive aspect of a product, and the major brands that d

34、eliver it.A) Gender segmentationB) Psychographic segmentationC) Benefit segmentationD) Geographic segmentationE) Age and life-cycle segmentationAnswer: CAACSB: Analytical thinkingSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty

35、: Easy23) Calypso Motors recently rolled out its Proteus hatchback. Proteus combines the attractiveness of a luxury car with the excellent agility of a sports car. Calypso Motors is confident that Proteus will appeal to both sports car enthusiasts as well as the luxury segment. Which of the followin

36、g types of market segmentation is evident here? A) gender segmentationB) income segmentationC) benefit segmentationD) geographic segmentationE) age and life-cycle segmentationAnswer: CAACSB: Application of knowledgeSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting

37、consumer and business markets.Difficulty: Moderate24) Which of the following refers to a behavioral segmentation variable that involves segmenting markets into nonusers, ex-users, potential users, first-time users, and regular users of a product?A) user statusB) usage ratesC) gender statusD) income

38、statusE) loyalty statusAnswer: AAACSB: Application of knowledgeSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy25) In the context of behavioral segmentation, who among the following is a potential user?A) Anita, who recen

39、tly had a baby B) Peter, who recently changed his jobC) Mary, who enrolled as a graduate student in a university last yearD) Gina, who opened a dental clinic in Orange CountyE) Raj, who is planning a trip to Hawaii with friendsAnswer: AAACSB: Analytical thinkingSkill: ConceptObjective: LO 7.2: List

40、and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate26) In the context of behavioral segmentation, markets segmented by _ can be categorized into light, medium, and heavy product users.A) benefits soughtB) loyalty statusC) usage rateD) user statusE) occasionA

41、nswer: CSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy27) A recent study conducted by Estelle Cosmetics Company showed that heavy users of Estelles products comprise a small percentage of the market. The study indicated

42、 that less than 7 percent of all shoppers buy nearly 71 percent of Estelles products in the United States. This is an example of _.A) benefit segmentationB) segmentation by loyalty statusC) segmentation by usage rateD) psychographic segmentationE) occasion segmentationAnswer: CAACSB: Analytical thin

43、kingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate28) Consumers who show their allegiance to brands, stores, or companies help marketers to segment consumers by their _.A) user statusB) degree of loyalty C) inco

44、meD) geographic locationE) benefit-seeking attitudesAnswer: BSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy29) Which of the following is true about behavioral segmentation on the basis of the loyalty variable? A) Consum

45、ers tend to pay more for products that are targeted at their respective age group or generation. B) By looking at customers who are shifting away from its brand, a company can learn about its marketing weaknesses and take actions to correct them.C) Highly loyal customers of a brand are less likely t

46、o engage in word-of-mouth publicity than those who are not.D) Completely loyal customers of a brand are typically loyal to two or three brands of a given product.E) Only consumers who seek premium or luxury services are subjected to behavioral segmentation based on the loyalty variable. Answer: BAAC

47、SB: Analytical thinkingSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate30) Which of the following is true about multivariable segmentation systems? A) Marketers using multiple segmentation bases tend to ignore smaller

48、 markets.B) Marketers often use multiple segmentation bases to control inflation.C) Multiple segmentation rarely involves the use of demographic data.D) Multiple segmentation is ineffective in large markets.E) Multiple segmentation bases help identify smaller, better-defined target groups.Answer: EA

49、ACSB: Application of knowledgeSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate31) Which of the following is NOT a common variable used by both consumer and business marketers while segmenting markets? A) operating cha

50、racteristicsB) loyalty statusC) usage rateD) geographic locationE) benefits sought Answer: AAACSB: Analytical thinkingSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Easy32) _ segmentation assumes that nations close to one an

51、other will have many common traits and behaviors.A) Geographic B) Occasion C) PsychographicD) Benefit E) Demographic Answer: ASkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate33) Double Drill Inc. segments its foreign

52、markets by per capita income. This firm segments the international markets based on _.A) political factorsB) legal factorsC) geographic locationD) economic factorsE) cultural factorsAnswer: DAACSB: Analytical thinkingSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmentin

53、g consumer and business markets.Difficulty: Easy34) Pacific Fisheries divides its customers into different regional units, such as Asia, Australia, and the Americas. This is an example of _ segmentation.A) demographic B) psychographic C) geographic D) occasion E) benefit Answer: CAACSB: Analytical t

54、hinking; Diverse and multicultural work environmentsSkill: ApplicationObjective: LO 7.2: List and discuss the major bases for segmenting consumer and business markets.Difficulty: Moderate35) Marketers often segment international markets according to the type and stability of government. In such inst

55、ances, they segment markets based on _.A) geographic locationB) economic factorsC) cultural factorsD) political factorsE) socio-cultural factorsAnswer: DAACSB: Diverse and multicultural work environmentsSkill: ConceptObjective: LO 7.2: List and discuss the major bases for segmenting consumer and bus

56、iness markets.Difficulty: Moderate36) Which of the following refers to a cultural factor in the context of segmenting international markets? A) receptivity of foreign firmsB) economic development of the countryC) population income levelsD) stability of the governmentE) values and attitudesAnswer: EAACSB: Diverse and multicultural work environmentsSkill