kotler08tifMarketing management习题.doc

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1、Chapter 8: Identifying Market Segments and TargetsGENERAL CONCEPT QUESTIONSMultiple Choice 1.Instead of scattering their marketing effort (a “shotgun” approach), many companies are now embracing target marketing where the focus is on those consumers that they have the greatest chance of satisfying (

2、a _ approach) with their products and services.a. “rifle”b. “focused”c. “niche”d. “macro”e. “micro”Answer: aPage: 240 Level of difficulty: Easy2. In _ marketing, the seller engages in the mass production, mass distribution, and mass promotion of one product for all buyers.a. groupb. massc. generald.

3、 segmentede. differentiatedAnswer: b Page: 240Level of difficulty: Medium3. The argument for _ marketing is that it creates the largest potential market, which leads to the lowest costs, which in turn can lead to lower prices or higher margins.a. nicheb. microc. macrod. differentiatede. massAnswer:

4、ePage: 240Level of difficulty: Medium4. A _ consists of a group of customers who share a similar set of needs and wants.a. market targetb. market groupc. market sliced. market segmente. market levelAnswer: dPage: 240 Level of difficulty: Medium5. A _ consists of two parts: a naked solution and discr

5、etionary options. a. differentiated market offeringb. flexible market offeringc. rigid market offeringd. vertical market offeringe. horizontal market offeringAnswer: bPage: 241 Level of difficulty: Hard 6. If a marketing manager observes that his or her market shows no natural segments and consumers

6、 seem to have roughly the same preferences, the marketing manager will most likely be faced with a _ preferences pattern. a. homogeneous b. heterogeneous c. diffusedd. clusterede. scatteredAnswer: aPage: 241 Level of difficulty: Medium7. Procter & Gamble has many soap brands. One reason for this is

7、that soap users tend to group together in terms of preferences such as bleaching action, softness, stain-removal, et cetera. Which of the following preferences pattern would most likely apply to P&Gs method of response to market needs? a. Homogeneous preferences.b. Diffused preferences.c. Clustered

8、preferences.d. Psychological preferences.e. Cultural preferences.Answer: cPage: 242Level of difficulty: Medium8. Marketers usually identify niches by _. a. dividing a segment into subsegmentsb. conducting VALS testsc. allowing consumers to gravitate toward product brandsd. examining the demographics

9、 section of The Handbook of Marketinge. producing products that can be used in a variety of waysAnswer: aPage: 242 Level of difficulty: Medium9. A niche is characterized as being all of the following EXCEPT _. a. the customers in the niche have a distinct set of needsb. the customers will pay a prem

10、ium to the firm that satisfies their needsc. the niche is not likely to attract other competitorsd. the customers generally have smaller amounts of incomee. the nicher gains certain economies through specializationAnswer: dPage: 242Level of difficulty: Medium10. Which of the following has greatly fa

11、cilitated niche marketing? a. The Internetb. Globalizationc. Industrializationd. Recessione. Excessive demandAnswer: bPage: 243Level of difficulty: Medium11. When Nike attempts to get close to its customers at the local level by sponsoring local school teams and providing shoes, equipment, and cloth

12、ing to many of them, Nike is using which of the following marketing formats? a. Differentiated marketingb. Consumer marketingc. Instructional marketingd. Partner marketinge. Grassroots marketingAnswer: ePage: 244Level of difficulty: Medium12. According to thoughts expressed by Pine and Gilmore about

13、 a new economic era that is rapidly approaching, if you charge for the time customers spend with you, then and only then are you in the _ business. a. nicheb. grassrootsc. experienced. servicee. goods Answer: cPage: 245Level of difficulty: Hard13. Through customer experience management (CEM), brands

14、 can create five different types of experiences: sense, feel, think, relate, and _. a. rememberingb. forgettingc. simulationd. acte. bargainAnswer: dPage: 245Level of difficulty: Medium14. _ combines operationally driven mass customization with customized marketing in a way that empowers consumers t

15、o design the product service offering of their choice. a. Consumptionizationb. Viral marketingc. Virtual marketing d. Regionalizatione. CustomerizationAnswer: ePage: 246Level of difficulty: Medium15. Two broad groups of variables are used to segment consumer markets. One method uses descriptive char

16、acteristics such as geography. The other method is to form segments by looking at _ considerations. a. gender b. incomec. culturald. intereste. behavioralAnswer: ePage: 247Level of difficulty: Medium16. If a marketer decides that segmenting a market based on neighborhoods, the marketer will have cho

17、sen the _ method of segmentation. a. demographicb. psychographicc. geographicd. culturale. social classAnswer: cPage: 247Level of difficulty: Easy17. According to established methods of segmenting markets, all of the following would an appropriate segment category if the family life cycle was the se

18、gmentation base ACCEPT _. a. young, singleb. male, femalec. young, marriedd. older, married, no children under 18e. young, married, youngest child 6 or overAnswer: bPage: 248Level of difficulty: Medium18. A marketing manager is considering several options to market to market segments identified as b

19、eing either culture-oriented, sports-oriented, or outdoor-oriented. This manager has selected the _ format for segmenting markets. a. personalityb. behavioral occasionsc. user statusd. psychographic lifestylee. readiness stageAnswer: dPage: 248Level of difficulty: Medium19. PRIZM (Potential Rating I

20、ndex by Zip Markets) identifies clusters of consumers based on a variety of characteristics such as education and affluence. Which of the following clusters would match to a consumer group that is characterized as being in their late forties and fifties, college-educated, upper-middle-class homeowne

21、rs that married late and are still raising children in comfortable suburban subdivisions and are still pursuing kid-centered lifestyles. a. The cosmopolitansb. Beltway boomersc. Young digeratid. Winners circlee. Blue bloodsAnswer: bPage: 249 Level of difficulty: Hard20. Jose and Erika have just divo

22、rced. This will obviously not only have an impact on their personal lives but their consumptive lives as well. Which of the following demographic segmentation subsegment formats might be used by marketers to reach Jose or Erika? a. Life stageb. Benefitsc. Age segmentd. User segmente. Occasion segmen

23、tAnswer: a Page: 250Level of difficulty: Medium21. Men and women tend to have different attitudinal and behavioral orientations, based partly on genetic makeup and partly on _. a. incomeb. occupationc. socializationd. hereditye. globalizationAnswer: cPage: 250Level of difficulty: Medium22. Which of

24、the following American Generations is characterized as being great acquisitors and are value- and cause-driven despite indulgences and hedonism? a. GI generationb. Silent generationc. Baby boomersd. Generation Xe. MillennialsAnswer: cPage: 252Level of difficulty: Hard23. _ is the science of using ps

25、ychology and demographics to better understand consumers. a. Psychographicsb. Segmentationc. Clusteringd. Demographicse. Social psychologyAnswer: aPage: 252Level of difficulty: Medium 24. To reach Generation Y, rock band Foo Fighters created a digital street team that sends targeted e-mail messages

26、to members who “get the latest news, exclusive audio/video sneak previews, tons of chances to win great Foo Fighters prizes, and become part of the Foo Fighters Family. Which of the following techniques for reaching Generation Y are the Foo Fighters using? a. Student ambassadorsb. Unconventional spo

27、rtsc. Cool eventsd. Computer gamese. Online buzzAnswer: ePage: 253 Level of difficulty: Medium25. In 2003, 4.1 million Americans turned 21. An interesting fact is that the share of college students who plan to move back home after graduation is _. a. 10 percentb. 25 percentc. 50 percentd. 60 percent

28、e. 75 percentAnswer: dPage: 253 Level of difficulty: Hard26. According to the VALS 8-part typology segmentation system, _ are successful, sophisticated, active, “take-charge” people with high self-esteem. Their purchases often reflect cultivated tastes for relatively upscale, niche-oriented products

29、 and services. a. innovatorsb. thinkersc. achieversd. experiencerse. believersAnswer: aPage: 254 Level of difficulty: Hard27. According to the VALS 8-part typology segmentation system, _ are considered to be elderly, passive people who are concerned about change. They are loyal to their favorite bra

30、nds. a. believersb. striversc. makersd. survivorse. experiencersAnswer: dPage: 254 Level of difficulty: Medium28. A housewife requests a new treadmill for her birthday. With respect to consumer decision roles, which role is the housewife currently playing? a. Initiatorb. Influencerc. Deciderd. Buyer

31、e. GatekeeperAnswer: a Page: 255Level of difficulty: Easy29. With respect to occasion segmentation, Christmas, Valentines Day, and _ account for just over half of gifters budgets. a. Halloweenb. Fathers Dayc. Mothers Dayd. Thanksgivinge. Independence DayAnswer: cPage: 256 Level of difficulty: Medium

32、30. Mobil identified five different benefit segments for which products and services could be designed. _ (27 percent of the market) shops Mobil outlets for fast fuel, fast service, and fast food. a. Road warriorsb. Generation Fc. True bluesd. Home bodiese. Price shoppersAnswer: bPage: 256Level of d

33、ifficulty: Hard31. With respect to user status (a segmentation possibility), _ tend to focus on attracting potential users because they have the most to gain.a. smaller firmsb. niche firmsc. followersd. aggressive specialistse. market-share leadersAnswer: ePage: 256Level of difficulty: Hard32. If a

34、market is segmented according to light, medium, and heavy product users, the marketer segmenting this market is using the _ as the means to segment. a. user statusb. usage ratec. buyer-readiness staged. occasion e. benefitAnswer: bPage: 256 Level of difficulty: Easy33. If a buyer is loyal to two or

35、three different brands of soap, this buyers loyalty status can be described as being among the _.a. switchersb. shifting loyalsc. split loyalsd. hard-core loyalse. anti-loyalsAnswer: cPage: 256Level of difficulty: Easy34. A company can learn a great deal by analyzing the degrees of brand loyalty. Fo

36、r example, by studying the _ the company can pinpoint which brands are most competitive with its own. a. hard-core loyalsb. split loyalsc. shifting loyalsd. switcherse. anti-loyalsAnswer: bPage: 257Level of difficulty: Hard35. All of the following have been designated as groups that might be found u

37、sing attitude as the primary segmentation variable EXCEPT _. a. synergistic b. enthusiastic c. positived. indifferente. hostileAnswer: aPage: 257Level of difficulty: Medium36. A snack chip manufacturer is concerned about consumers leaving its brand and going to competitive alternatives. Which of the

38、 following groups (based on strength of commitment) would be most likely to leave the companys offering and go somewhere else for snack products? a. Convertibleb. Shallowc. Averaged. Entrenchede. Hard rocksAnswer: aPage: 258Level of difficulty: Medium37. If a consumer group is designated based on th

39、eir “balance of disposition,” the _ group can be described as one that is made up of nonusers who are as attracted to a competing brand as they are to their current brands. a. strongly unavailableb. weakly unavailablec. ambivalentd. availablee. desirableAnswer: cPage: 258Level of difficulty: Medium3

40、8. If a marketer is seeking to segment a business market, which of the following variables is generally felt to be important enough by marketers to place it first among the list of other variables that can be used in segmentation process? a. Personal characteristicsb. Demographicc. Situational facto

41、rsd. Operating variablese. Purchasing approachesAnswer: bPage: 258 Level of difficulty: Hard39. A marketer is interested in segmenting a business market based on technology and customer capabilities. Which of the following major segmentation variables would most likely be used by the marketer to ass

42、ist with the task? a. Demographicb. Purchasing approachesc. Situational factorsd. Personal characteristicse. Operating variablesAnswer: ePage: 259Level of difficulty: Hard40. A marketer is interested in segmenting a business market on _ if the marketer intends to eventually segment the market based

43、on loyalty and attitudes toward risk. a. situational factors b. purchasing approachesc. personal characteristicsd. operating variablese. demographics Answer: cPage: 259 Level of difficulty: Medium41. A company can be said to have used _ if the company distinguished customers buying on the basis of p

44、rice, service, and quality. a. macrosegmentationb. microsegmentationc. strategic segmentationd. global segmentatione. short-term segmentationAnswer: bPage: 260 Level of difficulty: Hard42. Business buyers seek different bundles based on their stage in the purchase decision process. _ are customers w

45、ho are starting their purchasing relationship and they want easy-to-read manuals, hot lines, high levels of training, and knowledgeable sales reps. a. First-time prospectsb. Sophisticatesc. Global partnersd. Trend-setterse. NovicesAnswer: ePage: 260 Level of difficulty: Hard43. If your marketing dep

46、artment established a priority in reaching solution-oriented customers (e.g., those that want value through more benefits and advice), _ would be the best means for connecting with these customers. a. transaction sellingb. consultative sellingc. enterprise sellingd. dual sellinge. psychological sellingAnswer: bPage: 261Level of difficulty: Medium44. During which step of the segmentati