科特勒编写《美国营销管理最新测试试题与答案》2016新版chapter7

PRINCIPLESOFMARKETING,16EKOTLERCHAPTER7CUSTOMERDRIVENMARKETINGSTRATEGYCREATINGVALUEFORTARGETCUSTOMERS1_CONSISTSOFEVALUATINGEACHMARKETSEGMENTSATTRACTIVENESSANDSELECTINGONEORMORESEGMENTSTOENTERAPOSITIONINGBMASSCUSTOMIZATIONCMARKETTARGETINGDMARKETSEGMENTATIONEDIFFERENTIATIONANSWERCSKILLCONCEPTOBJECTIVELO71DEFINETHEMAJORSTEPSINDESIGNINGACUSTOMERDRIVENMARKETINGSTRATEGYMARKETSEGMENTATION,TARGETING,DIFFERENTIATION,ANDPOSITIONINGDIFFICULTYEASY2_INVOLVESDIVIDINGAMARKETINTOSMALLERSEGMENTSOFBUYERSWITHDISTINCTNEEDS,CHARACTERISTICS,ORBEHAVIORSTHATMIGHTREQUIRESEPARATEMARKETINGSTRATEGIESORMIXESAMASSCUSTOMIZATIONBMARKETTARGETINGCMARKETSEGMENTATIONDDIFFERENTIATIONEPOSITIONINGANSWERCSKILLCONCEPTOBJECTIVELO71DEFINETHEMAJORSTEPSINDESIGNINGACUSTOMERDRIVENMARKETINGSTRATEGYMARKETSEGMENTATION,TARGETING,DIFFERENTIATION,ANDPOSITIONINGDIFFICULTYEASY3_INVOLVESACTUALLYDISTINGUISHINGTHEFIRMSMARKETOFFERINGTOCREATESUPERIORCUSTOMERVALUEAMASSCUSTOMIZATIONBDIFFERENTIATIONCMARKETSEGMENTATIONDDIVERSIFYINGETARGETINGANSWERBSKILLCONCEPTOBJECTIVELO71DEFINETHEMAJORSTEPSINDESIGNINGACUSTOMERDRIVENMARKETINGSTRATEGYMARKETSEGMENTATION,TARGETING,DIFFERENTIATION,ANDPOSITIONINGDIFFICULTYEASY4WHENMARKETERSATFAIRDIVERSEANDMULTICULTURALWORKENVIRONMENTSSKILLAPPLICATIONOBJECTIVELO71DEFINETHEMAJORSTEPSINDESIGNINGACUSTOMERDRIVENMARKETINGSTRATEGYMARKETSEGMENTATION,TARGETING,DIFFERENTIATION,ANDPOSITIONINGDIFFICULTYMODERATE5_CONSISTSOFARRANGINGFORAMARKETOFFERINGTOOCCUPYACLEAR,DISTINCTIVE,ANDDESIRABLEPLACERELATIVETOCOMPETINGPRODUCTSINTHEMINDSOFTARGETCONSUMERSAMASSCUSTOMIZATIONBPOSITIONINGCSEGMENTATIONDDIFFERENTIATIONETARGETINGANSWERBAACSBANALYTICALTHINKINGSKILLCONCEPTOBJECTIVELO71DEFINETHEMAJORSTEPSINDESIGNINGACUSTOMERDRIVENMARKETINGSTRATEGYMARKETSEGMENTATION,TARGETING,DIFFERENTIATION,ANDPOSITIONINGDIFFICULTYEASY6MASSMARKETINGINVOLVESIDENTIFYINGMARKETSEGMENTS,SELECTINGONEORMOREOFTHEM,ANDDEVELOPINGPRODUCTSANDMARKETINGPROGRAMSTAILOREDTOEACHANSWERFALSESKILLCONCEPTOBJECTIVELO71DEFINETHEMAJORSTEPSINDESIGNINGACUSTOMERDRIVENMARKETINGSTRATEGYMARKETSEGMENTATION,TARGETING,DIFFERENTIATION,ANDPOSITIONINGDIFFICULTYEASY7THECUSTOMERDRIVENMARKETINGSTRATEGYINVOLVESFOURSTEPSMARKETSEGMENTATION,MARKETTARGETING,POSITIONING,ANDDIFFERENTIATIONANSWERTRUESKILLCONCEPTOBJECTIVELO71DEFINETHEMAJORSTEPSINDESIGNINGACUSTOMERDRIVENMARKETINGSTRATEGYMARKETSEGMENTATION,TARGETING,DIFFERENTIATION,ANDPOSITIONINGDIFFICULTYEASY8WHATISDIFFERENTIATIONANSWERDIFFERENTIATIONREFERSTODIFFERENTIATINGTHEMARKETOFFERINGTOCREATESUPERIORCUSTOMERVALUESKILLCONCEPTOBJECTIVELO71DEFINETHEMAJORSTEPSINDESIGNINGACUSTOMERDRIVENMARKETINGSTRATEGYMARKETSEGMENTATION,TARGETING,DIFFERENTIATION,ANDPOSITIONINGDIFFICULTYEASY9EXPLAINTHEFOURMAJORSTEPSINDESIGNINGACUSTOMERDRIVENMARKETINGSTRATEGYANSWERTHEFIRSTSTEPISMARKETSEGMENTATIONDIVIDINGAMARKETINTOSMALLERGROUPSOFBUYERSWITHDISTINCTNEEDS,CHARACTERISTICS,ORBEHAVIORS,WHOMIGHTREQUIRESEPARATEPRODUCTSORMARKETINGMIXESTHECOMPANYIDENTIFIESDIFFERENTWAYSTOSEGMENTTHEMARKETANDDEVELOPSPROFILESOFTHERESULTINGMARKETSEGMENTSTHESECONDSTEPISMARKETTARGETINGEVALUATINGEACHMARKETSEGMENTSATTRACTIVENESSANDSELECTINGONEORMOREOFTHEMARKETSEGMENTSTOENTERTHETHIRDSTEPISDIFFERENTIATIONACTUALLYDIFFERENTIATINGTHEFIRMSMARKETOFFERINGTOCREATEASUPERIORCUSTOMERVALUEFINALLY,THELASTSTEPISMARKETPOSITIONINGARRANGINGFORAMARKETOFFERINGTOOCCUPYACLEAR,DISTINCTIVE,ANDDESIRABLEPLACERELATIVETOCOMPETINGPRODUCTSINTHEMINDSOFCONSUMERSAACSBAPPLICATIONOFKNOWLEDGEWRITTENANDORALCOMMUNICATIONSKILLCONCEPTOBJECTIVELO71DEFINETHEMAJORSTEPSINDESIGNINGACUSTOMERDRIVENMARKETINGSTRATEGYMARKETSEGMENTATION,TARGETING,DIFFERENTIATION,ANDPOSITIONINGDIFFICULTYMODERATE10_CALLSFORDIVIDINGTHEMARKETINTOREGIONS,STATES,COUNTIES,CITIES,OREVENNEIGHBORHOODSABENEFITSEGMENTATIONBGEOGRAPHICSEGMENTATIONCDEMOGRAPHICSEGMENTATIONDPSYCHOGRAPHICSEGMENTATIONEOCCASIONSEGMENTATIONANSWERBSKILLCONCEPTOBJECTIVELO72LISTANDDISCUSSTHEMAJORBASESFORSEGMENTINGCONSUMERANDBUSINESSMARKETSDIFFICULTYEASY11“MANYCOMPANIESTODAYARELOCALIZINGTHEIRPRODUCTS,ADVERTISING,PROMOTION,ANDSALESEFFORTSTOFITTHENEEDSOFINDIVIDUALREGIONS,CITIES,ANDNEIGHBORHOODS“THISISANEXAMPLEOF_AGEOGRAPHICSEGMENTATIONBPRODUCTDIVERSIFICATIONCBRANDINGDPSYCHOGRAPHICSEGMENTATIONEDEMOGRAPHICSEGMENTATIONANSWERAAACSBAPPLICATIONOFKNOWLEDGESKILLCONCEPTOBJECTIVELO72LISTANDDISCUSSTHEMAJORBASESFORSEGMENTINGCONSUMERANDBUSINESSMARKETSDIFFICULTYMODERATE12_SEGMENTATIONDIVIDESTHEMARKETINTOSEGMENTSBASEDONVARIABLESSUCHASAGE,LIFECYCLESTAGE,GENDER,INCOME,OCCUPATION,EDUCATION,RELIGION,ETHNICITY,ANDGENERATIONAGEOGRAPHICBBENEFITCOCCASIONDPSYCHOGRAPHICEDEMOGRAPHICANSWEREAACSBDIVERSEANDMULTICULTURALWORKENVIRONMENTSSKILLCONCEPTOBJECTIVELO72LISTANDDISCUSSTHEMAJORBASESFORSEGMENTINGCONSUMERANDBUSINESSMARKETSDIFFICULTYEASY13DELTAMOTORWORKSMARKETSITSCARSBASEDONTHEAGE,GENDER,ANDINCOMEOFITSCUSTOMERSWHICHOFTHEFOLLOWINGTYPESOFMARKETSEGMENTATIONISEVIDENTHEREAGEOGRAPHICSEGMENTATIONBBENEFITSEGMENTATIONCOCCASIONSEGMENTATIONDDEMOGRAPHICSEGMENTATIONEPSYCHOGRAPHICSEGMENTATIONANSWERDAACSBAPPLICATIONOFKNOWLEDGESKILLAPPLICATIONOBJECTIVELO72LISTANDDISCUSSTHEMAJORBASESFORSEGMENTI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