大学外院营销方向课后习题含答案七.docVIP

Chapter 7 – Identifying Market Segments and Targets True/False Questions 1. Consumers who belong to the same market segment have identical needs and wants. False difficult p. 117 2. Target marketing requires marketers to take three major steps: 1 identify and profile distinct groups, 2 select one or more segments to enter, and 3 predict the consumer behavior of the segments. False moderate p. 117 3. If everyone’s choice for their computer printer were an HP LaserJet 1200, there would be a heterogeneous preference segment in the computer printer market. False moderate p. 119 4. Mass customization means a company has the ability to prepare individually designed products to meet customer requirements. True easy p. 119 5. One of the reasons demographic variables are the most popular variables for segmenting the consumer market is because usage rates are often associated with demographic characteristics. True moderate p. 122 6. By and large, income is an excellent predictor of who will buy what products. False easy p. 122 7. Many marketers believe behavioral variables are the best starting point for constructing market segments. True moderate p. 123 8. In business market segmentation, operating variables are the most important segmentation variable. False moderate p. 125 9. Single-segment concentration, one of five patters of target market selection, means serving just one market segment with one product. True moderate p. 129 10. Firms that offer tailored programs for several different market segments engage in differentiated marketing. True moderate p. 130 Multiple Choice Questions 1. Bentley produces fine automobiles with price tags in the $300,000 and above range. Because the number of people with sufficient income to purchase a Bentley is relatively small, we might say Bentley is engaged in __________ marketing. a. local b. aggregated c. individual d. niche easy p. 117 e. derived 2. A n __________ market is characterized by a fairly narrow