2022年2022年科特勒市场营销第七章习题与答案 .pdf

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1、263 Copyright?2010 Pearson Education,Inc.Publishing as Prentice Hall 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

2、 C)market targeting D)segmenting E)differentiation Answer:C Diff:2 Page 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 mark

3、eting,and targeting C)market segmentation,targeting,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:2 Page Ref:191 Skill:Concept Objective:7-1 3)W

4、hich type of segmentation centers 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:2 Page Ref:196 Skill:Concept Objective:7-2 4

5、)Markets can be 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:1 Page Ref:197 名师资料总结-精品资料欢迎下载-名师精心整理-第 1 页，共 10 页 -264 C

6、opyright?2010 Pearson Education,Inc.Publishing as Prentice Hall Skill:Concept Objective:7-2 5)Consumers can 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 Ans

7、wer:B Diff:1 Page Ref:197 Skill:Concept Objective:7-2 6)Consumer and business marketers use many of 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

8、personalities Answer:E Diff:3 Page Ref:198 Skill:Concept Objective:7-2 7)When the size,purchasing 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:2 Page Ref:200 Skill:Conc

9、ept Objective:7-2 8)When a business market segment is large or profitable enough to serve,it is termed _.A)measurable B)accessible C)substantial D)actionable E)differentiable Answer:C Diff:2 Page Ref:200 名师资料总结-精品资料欢迎下载-名师精心整理-第 2 页，共 10 页 -265 Copyright?2010 Pearson Education,Inc.Publishing as Pren

10、tice Hall 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 B)segment growth C)segment structural attractiveness D)company values E)company resources Answer:D Diff:3 Page Ref:201 Skill:Co

11、ncept 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 products C)concentrated market D)power of buyers E)power of suppliers Answer:C Diff:2 Page Ref:201 Skill:Concept Objective:7-3 11)The 55-year-old

12、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)target market C)well-defined market D)differentiated market E)undifferentiated market Answer:B Diff:1 Page Ref:201 Skill:Concept Objective:7-3 12)When

13、 New Port Shipping uses segmented marketing,it targets several segments and designs separate offers for each one.This approach is called _ marketing.A)undifferentiated B)differentiated C)target D)individual E)niche Answer:B 名师资料总结-精品资料欢迎下载-名师精心整理-第 3 页，共 10 页 -266 Copyright?2010 Pearson Education,In

14、c.Publishing as Prentice Hall Diff:2 Page 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)niche D)target E)individual Answer:A Diff:3 Page Ref:202 Skill:Con

15、cept Objective:7-3 14)Using concentrated marketing,the marketer goes after a _ share of _.A)small;a small market B)small;a large market C)large;one or a few niches D)large;the mass market E)moderate;local Answer:C Diff:2 Page Ref:204 Skill:Concept Objective:7-3 15)Today,the low cost of setting up sh

16、op _ makes 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:1 Page Ref:205 AACSB:Use of IT Skill:Concept Objective:7-3 16)Which of the segmenting strategies carries h

17、igher-than-average risks in consumer markets?A)concentrated B)mass C)differentiated D)undifferentiated E)multiple-segment Answer:A 名师资料总结-精品资料欢迎下载-名师精心整理-第 4 页，共 10 页 -267 Copyright?2010 Pearson Education,Inc.Publishing as Prentice Hall Diff:3 Page Ref:205 Skill:Concept Objective:7-3 17)Which of the

18、 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 expensive.Answe

19、r:E Diff:3 Page Ref:206 Skill:Concept Objective:7-3 18)In target marketing,the issue is not really who is targeted,but rather _ and for _.A)why;what B)how;what C)why;how long D)where;how long E)how;where Answer:B Diff:2 Page Ref:209 AACSB:Ethical Reasoning Skill:Concept Objective:7-3 19)A products p

20、osition is based on important attributes as perceived by _.A)suppliers B)competitors C)market conditions D)consumers E)managers Answer:D Diff:2 Page Ref:209 Skill:Concept Objective:7-4 20)Consumers position products and services _.A)after marketers put marketing mixes in place B)generally after cons

21、ulting friends who use them C)with or without the help of marketers D)only reluctantly E)based on nearby competitors positions Answer:C Diff:1 Page Ref:209 名师资料总结-精品资料欢迎下载-名师精心整理-第 5 页，共 10 页 -268 Copyright?2010 Pearson Education,Inc.Publishing as Prentice Hall Skill:Concept Objective:7-4 21)Which o

22、f the listed choices is NOT a positioning task?A)identifying 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)se

23、lecting the right competitive advantages Answer:B Diff:2 Page 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

24、 Diff:2 Page Ref:213 Skill:Concept Objective: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 different

25、iation E)price differentiation Answer:B Diff:2 Page 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 名师资料总结-精品资料欢迎下载-名师精心整理-第 6 页，共 10 页 -269

26、 Copyright?2010 Pearson Education,Inc.Publishing as Prentice Hall Diff:1 Page Ref:213 AACSB:Communication Skill:Concept Objective:7-4 25)The answer to the customers question Why should I buy your brand?is found in the _.A)quality image B)customer services C)value proposition D)differentiation E)pric

27、ing and promotion structure Answer:C Diff:2 Page Ref:214 Skill:Concept Objective:7-4 26)What competitive positioning 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

28、)all-or-nothing Answer:A Diff:3 Page Ref:215 Skill:Concept Objective:7-4 27)Which positioning strategy 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

29、Diff:2 Page Ref:215 Skill:Concept Objective:7-4 281)Less-for-much-less positioning involves meeting consumers _.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 requ

30、irements at a discounted rate E)high quality requirements at the lower possible price 名师资料总结-精品资料欢迎下载-名师精心整理-第 7 页，共 10 页 -270 Copyright?2010 Pearson Education,Inc.Publishing as Prentice Hall Answer:B Diff:1 Page Ref:216 Skill:Concept Objective:7-4 29)When Pacific Fisheries groups its customers as c

31、ountries 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)benefits sought E)demographics Answer:C Diff:1 Page Ref:193 AACSB:Reflective Thinking Skill:Application Objective:7-2 30)When Burger Ki

32、ng targets children,teens,adults,and seniors with different ads and media,it is practicing _ segmentation.A)demographic B)age and life cycle C)psychographic D)behavioral E)generational Answer:B Diff:1 Page Ref:194 AACSB:Reflective Thinking Skill:Application Objective:7-2 31)Your company wants to mov

33、e away from mass marketing and engage in customer-driven marketing.The four steps to take,in order,are market segmentation,marketing positioning,differentiation,and targeting.Answer:FALSE Diff:2 Page Ref:191 Skill:Concept Objective:7-1 104)Demographic segmentation uses different marketing approaches

34、 for different time periods of peoples lives and different family situations.Answer:FALSE Diff:2 Page Ref:194 Skill:Concept Objective:7-2 32)There are many exceptions to the geographic segmentation assumption that consumers in 名师资料总结-精品资料欢迎下载-名师精心整理-第 8 页，共 10 页 -271 Copyright?2010 Pearson Education

35、,Inc.Publishing as Prentice Hall nations close to one another will have many common behaviors and traits.Answer:TRUE Diff:2 Page Ref:199 AACSB:Multicultural and Diversity Skill:Concept Objective:7-2 33)Because there is such variation among the economies of countries around the world,it is not practi

36、cal to segment international markets on the basis of economic factors.Answer:FALSE Diff:2 Page Ref:199 AACSB:Multicultural and Diversity Skill:Concept Objective:7-2 34)In evaluating different market segments,a firm should look at three factors:segment size and growth,segment structural attractivenes

37、s,and company objectives and resources.Answer:TRUE Diff:2 Page 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 corre

38、ct definition.Answer:TRUE Diff:1 Page Ref:201 Skill:Concept Objective:7-3 36)Mass marketing is becoming a marketing principle for the 21st century.Answer:FALSE Diff:2 Page Ref:207 Skill:Concept Objective:7-3 37)Consumers position products in their minds in order to simplify the buying process.Answer

39、:TRUE Diff:3 Page Ref:209 Skill:Concept Objective:7-4 名师资料总结-精品资料欢迎下载-名师精心整理-第 9 页，共 10 页 -272 Copyright?2010 Pearson Education,Inc.Publishing as Prentice Hall 38)Explain the four major steps in designing a customer-driven marketing strategy.Answer:The first step is market segmentation:dividing a ma

40、rket into smaller 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

41、 each market 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 clear,distinctive,and desirable place relative to competing products in the minds of consumers.Diff:2 Page Ref:191-192 AACSB:Analytic Skills Skill:Application Objective:7-1 名师资料总结-精品资料欢迎下载-名师精心整理-第 10 页，共 10 页 -