Chapter7 principle of marketing

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1、Chapter7Customer-DrivenMarketingStrategy:CreatingValueforTargetCustomers1)Whenacompanyidentifiesthepartsofthemarketitcanservebestandmostprofitably,itispracticing________.A)concentratedmarketingB)massmarketingC)markettargetingD)segmentingE)differentiationAnswer:CDiff:2PageRef

2、:191Skill:ConceptObjective:7-12)Whatarethefoursteps,inorder,todesigningacustomer-drivenmarketingstrategy?A)marketsegmentation,differentiation,positioning,andtargetingB)positioning,marketsegmentation,massmarketing,andtargetingC)marketsegmentation,targeting,differentiation,and

3、positioningD)marketalignment,marketsegmentation,differentiation,andmarketpositioningE)marketrecognition,marketpreference,markettargeting,andmarketinsistenceAnswer:CDiff:2PageRef:191Skill:ConceptObjective:7-13)Throughmarketsegmentation,companiesdividelarge,heterogeneousmarket

4、sintosmallersegmentsthatcanbereachedmore________withproductsandservicesthatmatchtheiruniqueneeds.A)efficientlyB)effectivelyC)intenselyD)indirectlyE)bothAandBAnswer:EDiff:2PageRef:192Skill:ConceptObjective:7-2304Copyright©2010PearsonEducation,Inc.PublishingasPrenticeHall4)Eve

5、nthoughseveraloptionsareavailableatanyonetime,there________tosegmentamarket.A)isonesinglebestwayB)isnosinglewayC)isamosteffectivewayD)arelimitedwaysE)arefourwaysAnswer:BDiff:2PageRef:192Skill:ConceptObjective:7-25)Yourfirmhasdecidedtolocalizeitsproductsandservicestomeetlocal

6、marketdemands.Agoodapproachtousewouldbe________segmentation.A)geographicB)benefitC)end-useD)customerE)imageAnswer:ADiff:1PageRef:193Skill:ConceptObjective:7-26)PendergraffPetSuppliesdividesthepetmarketaccordingtotheowners'race,occupation,income,andfamilylifecycle.Whattypeofs

7、egmentationdoesPendergraffuse?A)geographicB)behavioralC)lifestyleD)demographicE)psychographicAnswer:DDiff:1PageRef:194Skill:ConceptObjective:7-2304Copyright©2010PearsonEducation,Inc.PublishingasPrenticeHall7)Throughtalkingtonumerouscompetitorsataregionaltradeshow,youlearntha

8、tmostofthemusethemostpopularbaseforsegmentingmarkets.Whatisit?A)demographic