資源描述：
《Principles of Marketing 15th Global Edition - TB chapter 7》由會員上傳分享，免費(fèi)在線閱讀，更多相關(guān)內(nèi)容在學(xué)術(shù)論文-天天文庫。
1、PrinciplesofMarketing,15eglobal(Kotler/Armstrong)Chapter7Customer-DrivenMarketingStrategy:CreatingValueforTargetCustomers1)________consistsofevaluatingeachmarketsegment'sattractivenessandselectingoneormoremarketsegmentstoenter.A)PositioningB)Masscustomizati
2、onC)MarkettargetingD)MarketsegmentationE)DifferentiationAnswer:CPageRef:190Skill:ConceptObjective:7-1Difficulty:Easy2)________involvesdividingamarketintosmallersegmentsofbuyerswithdistinctneeds,characteristics,orbehaviorsthatmightrequireseparatemarketingstr
3、ategiesormixes.A)MasscustomizationB)MarkettargetingC)MarketsegmentationD)DifferentiationE)PositioningAnswer:CPageRef:190Skill:ConceptObjective:7-1Difficulty:Easy3)________involvesactuallydistinguishingthefirm'smarketofferingtocreatesuperiorcustomervalue.A)M
4、asscustomizationB)DifferentiationC)MarketsegmentationD)DiversifyingE)TargetingAnswer:BPageRef:191Skill:ConceptObjective:7-1Difficulty:Easy45Copyright?2014PearsonEducation,Inc.4)WhenmarketersatFair&LeighInc.selectedtheMillennials,ademographicgroupthatinclude
5、scollegestudents,asanuntappedgroupofpotentialcustomersfortheirnewlineofproducts,theywereengagingin________.A)occasionsegmentingB)localmarketingC)marketdiversificationD)markettargetingE)productpositioningAnswer:DPageRef:190Skill:ApplicationObjective:7-1Diffi
6、culty:Moderate5)________consistsofarrangingforamarketofferingtooccupyaclear,distinctive,anddesirableplacerelativetocompetingproductsinthemindsoftargetconsumers.A)MasscustomizationB)PositioningC)SegmentationD)DifferentiationE)TargetingAnswer:BPageRef:191Skil
7、l:ConceptObjective:7-1Difficulty:Easy6)________callsfordividingthemarketintoregions,states,counties,cities,orevenneighborhoods.A)BenefitsegmentationB)GeographicsegmentationC)DemographicsegmentationD)PsychographicsegmentationE)OccasionsegmentationAnswer:BPag
8、eRef:191Skill:ConceptObjective:7-2Difficulty:Easy45Copyright?2014PearsonEducation,Inc.7)"Manycompaniestodayarelocalizingtheirproducts,advertising,promotion,andsaleseffortstofittheneedsofindividualregio
