发布时间 : 星期四 文章市场营销管理习题更新完毕开始阅读
2) 消费者需求和购买行为的差异性和同类性，是市场细分的主要依据__________ 3) 市场需求潜量分析只需要静态考虑细分市场的规模____________
4) 产品专业化是指公司专门满足某一类顾客群体的需求，为这些顾客提供所需要的多种产品或服务__________
5) 所谓的市场定位就是确定你所提供的产品或品牌的特色___________
6) Geography, psychographics, and benefits sought are examples of possible segmentation variables used by marketers
7) A segmentation scheme must produce segments that meet four criteria to be considered useful. These four criteria are substantiality, identifiability and measurability, accessibility; and responsiveness 8) Positioning is nothing to do with product differentiation 9) Market specialization is one of target market strategies 10)差异化营销战略能够更好地满足消费者的需要，所以企业应尽量采用 2. 选择(可多选)
1) ______是市场细分的条件之一。
A、竞争性 B、可衡量性 C、效益性 D、适应性 2) 市场细分对企业营销具有以下利益_________。
A、有利于发现市场机会 B、有利于掌握目标市场的特点 C、有利于制定市场营销组合策略 D、有利于提高企业的竞争力 E、有利于节省成本费用
3) 目标市场的选择模式包括_______。
A、市场集中化 B、产品专业化 C、市场专业化 D、选择专业化 E、市场全面化 4) 定位的最后一步是______。
A、企业定位 B、市场定位 C、品牌定位 D、传播定位 5) 企业可以体现差异化的方面包括_______。
A、产品差异化 B、服务差异化 C、人员差异化 D、渠道差异化 E、形象差异化
6) A group of individuals or organizations sharing one or more characteristics that cause them to have relatively similar product needs is called a ________。
a. market segment b. market position c. retail base d. segmentation base e. retail division
7) The process of dividing a market into meaningful groups that are relatively similar and identifiable is called ________。
a. perceptual mapping b. positioning c. micromarketing d. cannibalization e. market segmentation 8) undifferentiated marketing ________。
a. has cost economics b. without segmentation c. fit for most products d. only focus on demand generality e. fit for small company
9) concentrated marketing especially fits for ________。 a. international companies b. big companies c.medium companies d. small companies
10) _______is the development of a specific marketing mix to influence potential customers? overall perception of a brand, product line, or organization in general, and is related to the place a product occupies in consumers? minds relative to competing offerings.
a. Differentiating b. Segmentation c. Targeting d. Positioning e. Integrating
11) _______assumes that competing products are arranged in people?s minds along various dimensions relevant to their purchase and consumption behavior。
a. Target marketing b. Market segmentation c. Differentiation
d. Production e. Positioning 3. 简答
1) 消费者市场细分的依据有哪些？
2) 目标市场选择可供使用的模式有哪几种？各有什么优缺点？ 3) 简述产品定位、品牌定位、企业定位的含义 4) What are the segmentation indices in B2B market？
5) How many types does target marketing strategy have? What are they? 6) What?s Perceptual Mapping? 二、理解题 1. 判断
1) 市场细分实际上是对产品进行分类____________ 2) 市场细分是选择目标市场的目的和归宿_________
3) 只要综合考虑细分市场与企业自身两个方面的因素，就能有效地分析市场机会___________ 4) 无差异性营销战略能被大多数企业采用_________
5) 企业采用服务差别化的市场定位战略,就可以不再追求技术和质量的提高________ 6) 企业在市场营销方面的核心能力与优势，会自动地在市场得到表现________
7) One reason marketers use market segmentation as a tool is that once completed, the process need not be repeated__________
8) Substantiality of a market segment, asking \customers are needed for a market segment to be considered viable 2. 选择(可多选)
1) 生活消费品市场的细分变量主要有地理环境、人口状况、消费者心理、购买行为等四类，其中使用习惯属于______。
A、购买行为 B、人口状况 C、消费者心理 D、地理环境 2) ______差异的存在是市场细分的客观依据。
A、产品 B、价格 C、需求偏好 D、细分 3) The purpose of market segmentation is to:
a. divide the market into equal size and profit regions for sales territories b. reduce the market down to a specific size that the firm can handle
c. group a large number of markets together enabling a company to serve them simultaneously d. enable the marketer to tailor marketing mixes to meet the needs of one or more specific groups e. develop a generalized definition of the market as a whole
4) Market segmentation can assist marketers in all of the following EXCEPT:
a. developing more precise definitions of customer needs and wants b. identifying which variable base should be used for segmenting c. identifying when and how customer needs are changing d. identifying where new opportunities are emerging e. evaluating where and why demand is falling
5) For high homogeneity products, which strategy should be used?_________ a. single-segment concentration b. product specialization
c. market specialization d. selective specialization e. full market coverage 6) A clothing company only sells clothes to old male people, its strategy is called_________
a. undifferentiated marketing b. differentiated marketing c. concentrated marketing
7) Product positioning is the process of_________
a. finding the correct location for retail outlets that will sell the product b. finding the right place in the channel of distribution for a product
c. creating the desired image of the firm?s product with respect to its competition
d. competing with competitors? products in the retailers? stores for the best position on the shelf e. pricing the product to be at a competitive level with other brands on the market
8) _________is a means of displaying or graphing, in two or more dimensions, the locations of products in the minds of present or potential customers.
a. Perceptual mapping b. Product differentiation c. Psychographic targeting d. Graphic target strategy e. Market orientation 3. 简答
1) 为什么市场细分战略是现代市场营销观念的产物？ 2) 决定企业选择特定目标市场的关键因素是什么？ 3) 定位时应避免哪些错误？
4) The chapter states that once we divide large, heterogeneous markets into smaller segments we can reach them more efficiently and effectively. What does that statement mean? Why is this important to the marketer?
5) How to use Perceptual Mapping when positioning?
6) 何种情况下会进行重新定位？
7) 试分析论述市场细分、目标市场选择及市场定位的关系。 8) 请比较产业市场细分与消费者市场细分的异同。
三、分析与应用题
1. 选择一种你经常使用的产品和品牌，列出你因使用它而得到的好处，不要说出你的答案，请另一位也使用不同品牌的这一类产品的同学(最好是异性)也列出他或她认为使用该品牌的好处，比较这两个答案并找出厂家运用利益细分来营销这两种品牌的办法。
2. 上网搜集苹果公司“ipad2”的相关资料，分析其目标市场营销战略并做出评价。
3. 请到“苏宁”、“国美”这些家电大卖场，仔细观察康佳、创维、长虹、海信以及索尼、三星、夏普、LG等品牌的主流电视机情况，并浏览相关企业的网站，从定位的角度分析一下国产电视机的情况。
4. 有人说中国移动的“全球通”定位于高端用户，“神州行”则定位于普通收入的用户。请到中国移动的网站看看相关的描述，而后结合你学过的知识对上面的表述谈谈你的看法。
5. 一位市场部经理在谈及战略层面的营销时，表示“STP战略对实践有很强的指导意义，但是要清楚一点，即在买方市场条件下，不做细分和把整个市场完全细分，即?一对一营销?都是不明智的”。试分析之。
6. 选择一种数码消费品，如手机，数码相机等，至少列出三种不同的品牌，并分析它们各自的定位战略以及每一种定位是如何传达给目标市场的消费者的。
第7章 产品策略与管理
一、概念题 1. 判断
1)市场营销学上的产品是指人们从事生产经营活动的直接而有效的物质成果______ 2)市场上的产品按用途划分，可分为生产资料和消费资料_______
3)Applied research can be defined as converting useful applications into marketable products.
4)Evaluating an idea with a concept test is usually done at the screening stage of the product development process 5)品牌资产是一种特殊的有形资产______ 6)品牌资产在企业实际运营中会有增有减_______
7)Brand management is the application of marketing techniques to a specific product, product line, or brand 8)Brand equity refers to the marketing effects or outcomes that accrue to a product with its brand name compared with those that would accrue if the same product did not have the brand name 2. 选择(可多选)
1)产品组合包括哪四个变量______。
A、产品组合策略 B、产品组合的宽度 C、产品组合的长度 D、产品组合的深度 E、产品组合的关联度