沃顿商学院MOOC《市场营销》第一周作业.doc

市场营销概论第一周作业Question 1沃尔沃有一份定位宣言是“对高收入美国家庭而言，沃尔沃是家用汽车安全中最安全的”。 在此示例中，沃尔沃定位宣言的参考系是什么？(Here is an example of a positioning statement for Volvo: For upscale American families, Volvo is the family automobile that offers maximum safety. In this example, what serves as the frame of reference for the positioning statement?)A.其他家用汽车(Other family automobiles)B.高收入美国家庭(Upscale American families)C.对最高安全性的要求(The claim of maximum safety)D.沃尔沃(Volvos)E.不安全的汽车(Unsafe cars)Question 2以下哪项不是市场营销组合中的要素？(Which of the following is NOT an element of the marketing mix?)A.人口(Population)B.价格(Price）C.促销(Promotion)D.产品(Product)E.渠道(Place)Question 3随着美国人的健康意识越来越高，我们发现很多快餐连锁店（例如麦当劳和汉堡王）开始推出更健康的食物，例如炸鸡和沙拉食谱。 此示例反映了课程中讲解的哪项概念？(As the US has become more health conscious, we have seen many fast food chains like McDonalds and Burger King introduce healthier offerings like grilled chicken and salad options. This is an example of what course concept?)A.竞争差异点(Competitive Points of Difference)B.类别差异点(Category Points of Difference)C.竞争相似点(Competitive Points of Parity)D.类别相似点(Category Points of Parity)Question 4Steve Jobs在2007年将公司名称由Apple Computer改为Apple，他改变了品牌定位中的哪部分内容？(When Steve Jobs updated his company name from Apple Computer to Apple in 2007,which part of the brand positioning was he changing?)A.参考系(Frame of reference)B.目标细分市场(Target segment)C.差异点(Point of difference)Question 5以下哪项对Y世代人群的描述不正确？(Which of the following is NOT TRUE about the Generation Y cohort?)A.在1977年到1997年间出生。(They were born between 1977 and and 1997.)B.各自独立，不依赖社交网络与同世代的其他成员沟通。(They are independent and dont depend on social networking to connect with other members of their cohort.)C.占总人口的30%。(They account for 30%of the population.)D.欣赏免费内容、无线网络和个性化。(They appreciate free content,access to wireless internet,and customization.)Question 6PRIZM市场细分法根据哪类集群划分国家/地区市场？(PRIZM is a segmentation scheme that defines the country based on what type of clusters?)A. 地理位置(Geographic)B.世代(Cohort)C.人口统计特征(Demographic)D.职业(Occupational)Question 7在买方市场中，买方处于更有利的地位，市场以_为导向。(In a buyers market,the buyer has the power and the market is_-focused.)A.产品(Product)B.客户(Customer)Question 8根据课程视频，公司的长期市场营销战略应当是怎样的？(According to the lectures,what should a companys long-term marketing strategy be?)A.在一个维度做到顶尖，在其他两个维度也要做得不错（卓越运营、性能优势和客户契合度）(To be the best at one dimension and good enough at the other two dimensions(operational excellence,performance superiority,and customer intimacy).)B.在每个维度都超过“公允价值”（卓越运营、性能优势和客户契合度）(To be ABOVEfair valueon each dimension(operational excellence,performance superiority,and customer intimacy).)C.达到“公允价值”（卓越运营、性能优势和客户契合度）(To be AT fair value(operational excellence,performance superiority,and customer intimacy).)Question 9在 STP 框架中，“STP”代表什么含义？(In the STP framework, what does STP stand for?)A.Segmentation；targeting；pricing（市场细分；设立目标；价格)B.Sizing；targeting；pricing（规模调整；设立目标；价格）C.Segmentation；targeting；positioning（市场细分；设立目标；定位）D.