科特勒市场营销第七章习题与答案

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 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 marketing, 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) Which 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) 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

263

Copyright ? 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 Answer: 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 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: Concept 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

264

Copyright ? 2010 Pearson Education, Inc. Publishing as Prentice 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: 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 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 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 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

265

Copyright ? 2010 Pearson Education, Inc. 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: Concept 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 shop ________ 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 higher-than-average risks in consumer markets? A) concentrated B) mass

C) differentiated D) undifferentiated E) multiple-segment Answer: A

266

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