identifying market segments and targets习题及答案详解

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1、Chapter8:IdentifyingMarketSegmentsandTargetsChapter8:IdentifyingMarketSegmentsandTargetsGENERALCONCEPTQUESTIONSMultipleChoice1.Insteadofscatteringtheirmarketingeffort(a“shotgun”approach),manycompaniesarenowembracingtargetmarketingwherethefocusisonthoseconsumersthattheyhavet

2、hegreatestchanceofsatisfying(a________approach)withtheirproductsandservices.a.“rifle”b.“focused”c.“niche”d.“macro”e.“micro”Answer:aPage:240Levelofdifficulty:Easy2.In________marketing,thesellerengagesinthemassproduction,massdistribution,andmasspromotionofoneproductforallbuye

3、rs.a.groupb.massc.generald.segmentede.differentiatedAnswer:bPage:240Levelofdifficulty:Medium3.Theargumentfor________marketingisthatitcreatesthelargestpotentialmarket,whichleadstothelowestcosts,whichinturncanleadtolowerpricesorhighermargins.a.nicheb.microc.macrod.differentia

4、tede.massAnswer:ePage:240Levelofdifficulty:Medium263Chapter8:IdentifyingMarketSegmentsandTargetsA________consistsofagroupofcustomerswhoshareasimilarsetofneedsandwants.a.markettargetb.marketgroupc.marketsliced.marketsegmente.marketlevelAnswer:dPage:240Levelofdifficulty:Mediu

5、m2.A________consistsoftwoparts:anakedsolutionanddiscretionaryoptions.a.differentiatedmarketofferingb.flexiblemarketofferingc.rigidmarketofferingd.verticalmarketofferinge.horizontalmarketofferingAnswer:bPage:241Levelofdifficulty:Hard3.Ifamarketingmanagerobservesthathisorherm

6、arketshowsnonaturalsegmentsandconsumersseemtohaveroughlythesamepreferences,themarketingmanagerwillmostlikelybefacedwitha________preferencespattern.a.homogeneousb.heterogeneousc.diffusedd.clusterede.scatteredAnswer:aPage:241Levelofdifficulty:Medium4.Procter&Gamblehasmanysoap

7、brands.Onereasonforthisisthatsoapuserstendtogrouptogetherintermsofpreferencessuchasbleachingaction,softness,stain-removal,etcetera.WhichofthefollowingpreferencespatternwouldmostlikelyapplytoP&G’smethodofresponsetomarketneeds?a.Homogeneouspreferences.b.Diffusedpreferences.c.

8、Clusteredpreferences.d.Psychologicalpreferences.e.Culturalpreferences.Answer:cPage