科特勒市场营销第七章习题与答案

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 practical 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 attractiveness, 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 correct 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: TRUE Diff: 3 Page Ref: 209 Skill: Concept Objective: 7-4

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38) Explain the four major steps in designing a customer-driven marketing strategy.

Answer: The first step is market segmentation: dividing a market 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 each market segment's attractiveness and selecting one or more of the market segments to enter. The third step is differentiation: actually differentiating the firm's 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

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