科特勒市场营销习题与答案

1、Chapter 7 Customer-Driven Marketing Strategy: Creating Value for Target Customers 1) When a company identifies the parts of the market it can serve best and most profitably, it is practicing. A) concentrated marketing B) mass marketing C) market targeting D) segmenting E) differentiation Answer: C D

2、iff: 2Page Ref: 191 Skill: Concept Objective: 7-1 2) What are the four steps, in order, to designing a customer-driven marketing strategy? A) market segmentation, differentiation, positioning, and targeting B) positioning, market segmentation, mass marketing, and targeting C) market segmentation, ta

3、rgeting, differentiation, and positioning D) market alignment, market segmentation, differentiation, and market positioning E) market recognition, market preference, market targeting, and market insistence Answer: C Diff: 2Page Ref: 191 Skill: Concept Objective: 7-1 3) Which type of segmentation cen

4、ters 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) behavioral B) psychographic C) occasion D) impulse E) emergency Answer: C Diff: 2Page Ref: 196 Skill: Concept Objective: 7-2 4) Markets can be

5、 segmented 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 status B) usage rates C) benefit D) behavior E) loyalty status Answer: A Diff: 1Page Ref: 197 Skill: Concept Objective: 7-2 5) Consumers can

6、show their allegiance to brands, stores, or companies Marketers can use this information to segment consumers by A) user status B) loyalty status C) store type D) brand preference E) usage rate Answer: B Diff: 1Page Ref: 197 Skill: Concept Objective: 7-2 6) Consumer and business marketers use many o

7、f the same variables to segment markets. Business marketers use all of the following EXCEPT A) operating characteristics B) purchasing approaches C) situational factors D) personal characteristics E) brand personalities Answer: E Diff: 3Page Ref: 198 Skill: Concept Objective: 7-2 7) When the size, p

8、urchasing power, and profiles of a market segment can be determined, it possesses the requirement of being A) measurable B) accessible C) substantial D) actionable E) observable Answer: A Diff: 2Page Ref: 200 Skill: Concept Objective: 7-2 8) When a business market segment is large or profitable enou

9、gh to serve, it is termed A) measurable B) accessible C) substantial D) actionable E) differentiable Answer: C Diff: 2Page Ref: 200 Skill: Concept Objective: 7-2 9) To evaluate the different market segments your company serves, you would look at all of these factors EXCEPT which one? A) segment size

10、 B) segment growth C) segment structural attractiveness D) company values E) company resources Answer: D Diff: 3Page Ref: 201 Skill: Concept Objective: 7-3 10) Which of the following is NOT one of the reasons a segment would be less attractive to a company? A) strong competitors B) substitute produc

11、ts C) concentrated market D) power of buyers E) power of suppliers Answer: C Diff: 2Page Ref: 201 Skill: Concept Objective: 7-3 11) 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 segment B)

12、target market C) well-defined market D) differentiated market E) undifferentiated market Answer: B Diff: 1Page Ref: 201 Skill: Concept Objective: 7-3 12) When New Port Shipping uses segmented marketing, it targets several segments and designs separate offers for each one. This approach is calledmark

13、eting A) undifferentiated B) differentiated C) target D) individual E) niche Answer: B Diff: 2Page Ref: 202 Skill: Concept Objective: 7-3 13) Developing a strong position within several segments creates more total sales than marketing across all segments A) undifferentiated B) differentiated C) nich

14、e D) target E) individual Answer: A Diff: 3Page Ref: 202 Skill: Concept Objective: 7-3 14) Using concentrated marketing, the marketer goes after ashare of A) small o a small market B) small o a large market C) large o one or a few niches D) large o the mass market E) moderate o local Answer: C Diff:

15、 2Page Ref: 204 Skill: Concept Objective: 7-3 15) Today, the low cost of setting up shopmakes it even more profitable to serve very small niches A) in malls in major cities B) in mail-order catalogs C) on the Internet D) near major competitors E) far from competitors Answer: C Diff: 1Page Ref: 205 A

16、ACSB: Use of IT Skill: Concept Objective: 7-3 16) Which of the segmenting strategies carries higher-than-average risks in consumer markets? A) concentrated B) mass C) differentiated D) undifferentiated E) multiple-segment Answer: A Diff: 3Page Ref: 205 Skill: Concept Objective: 7-3 17) Which of the

17、following is NOT a drawback of local marketing? A) It can drive up manufacturing costs. 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 expensi

18、ve Answer: E Diff: 3Page Ref: 206 Skill: Concept Objective: 7-3 18) In target marketing, the issue is not really who is targeted, but ratherand for A) whyo what B) howo what C) whyo how long D) where o how long E) howo where Answer: B Diff: 2Page Ref: 209 AACSB: Ethical Reasoning Skill: Concept Obje

19、ctive: 7-3 19) A products position is based on important attributes as perceived by A) suppliers B) competitors C) market conditions D) consumers E) managers Answer: D Diff: 2Page Ref: 209 Skill: Concept Objective: 7-4 20) Consumers position products and services A) after marketers put marketing mix

20、es in place B) generally after consulting friends who use them C) with or without the help of marketers D) only reluctantly E) based on nearby competitors* positions Answer: C Diff: 1Page Ref: 209 Skill: Concept Objective: 7-4 21) Which of the listed choices is NOT a positioning task? A) identifying

21、 a set of possible competitive advantages upon which to build a position B) surveying frequent users of the product C) selecting an overall positioning strategy D) effectively communicating and delivering the chosen position to the market E) selecting the right competitive advantages Answer: B Diff:

22、 2Page Ref: 210 AACSB: Communication Skill: Concept Objective: 7-4 22) A company or market offer can be differentiated along the lines of product, image, services, channels, or A) prices B) nonprice factors C) people D) customer service E) location Answer: C Diff: 2Page Ref: 213 Skill: Concept Objec

23、tive: 7-4 23) Which type of differentiation is used to gain competitive advantage through the way a firm designs its distribution coverage, expertise, and performance? A) services differentiation B) channel differentiation C) people differentiation D) product differentiation E) price differentiation

24、 Answer: B Diff: 2Page Ref: 213 Skill: Concept Objective: 7-4 24) When firms use symbols, colors, or characters to convey their personalities, they are using differentiation. A) image B) people C) company D) reputation E) subliminal Answer: A Diff: 1Page Ref: 213 AACSB: Communication Skill: Concept

25、Objective: 7-4 25) The answer to the customers question HWhy should I buy your brand?* is found in the A) quality image B) customer services C) value proposition D) differentiation E) pricing and promotion structure Answer: C Diff: 2Page Ref: 214 Skill: Concept Objective: 7-4 26) What competitive po

26、sitioning 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-less C) same-for-less D) less-for-much-less E) all-or-nothing Answer: A Diff: 3Page Ref: 215 Skill: Concept Objective: 7-4 27) Which positioning st

27、rategy 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-less D) less-for-much-less E) all-or-nothing Answer: C Diff: 2Page Ref: 215 Skill: Concept Objective: 7-4 281) HLess-for-much-lessH positioning

28、 involves meeting consumers1 A) quality performance requirements at a lower price B) lower quality requirements in exchange for a lower price C) lower quality requirements at the lowest possible price D) high quality requirements at a discounted rate E) high quality requirements at the lower possibl

29、e price Answer: B Diff: 1Page Ref: 216 Skill: Concept Objective: 7-4 29) When Pacific Fisheries groups its customers as countries by regions such as Asia, Australia, or New Zealand, it is using which segmenting base? A) economic factors B) political and legal factors C) geographic location D) benefi

30、ts sought E) demographics Answer: C Diff: 1Page Ref: 193 AACSB: Reflective Thinking Skill: Application Objective: 7-2 30) When Burger King targets children, teens, adults, and seniors with different ads and media, it is practicingsegmentation. A) demographic B) age and life cycle C) psychographic D)

31、 behavioral E) generational Answer: B Diff: 1Page Ref: 194 AACSB: Reflective Thinking Skill: Application Objective: 7-2 31) 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, d

32、ifferentiation, and targeting Answer: FALSE Diff: 2Page Ref: 191 Skill: Concept Objective: 7-1 104) Demographic segmentation uses different marketing approaches for different time periods of peoples lives and different family situations. Answer: FALSE Diff: 2Page Ref: 194 Skill: Concept Objective: 7

33、-2 32) There are many exceptions to the geographic segmentation assumption that consumers in nations close to one another will have many common behaviors and traits Answer: TRUE Diff: 2Page Ref: 199 AACSB: Multicultural and Diversity Skill: Concept Objective: 7-2 33) Because there is such variation

34、among the economies of countries around the world, it is not practical to segment international markets on the basis of economic factors Answer: FALSE Diff: 2Page Ref: 199 AACSB: Multicultural and Diversity Skill: Concept Objective: 7-2 34) In evaluating different market segments, a firm should look

35、 at three factors: segment size and growth, segment structural attractiveness, and company objectives and resources Answer: TRUE Diff: 2Page Ref: 201 Skill: Concept Objective: 7-3 35) At a recent marketing seminar, the featured speaker stated that a target market consists of a set of buyers who share common needs or characteristics that the company decides to serve This is a correct definition. Answer: TRUE Diff: 1Page Ref: 201 Skill: Concept Objective: 7-3 36) Mass marketing is becoming a mar