科特勒编写《美国营销管理最新测试试题与答案》2016新版chapter7.docVIP

 PAGE \* MERGEFORMAT 46 Copyright ? 2016 Pearson Education, Inc. Principles of Marketing, 16e (Kotler) Chapter 7 Customer-Driven Marketing Strategy: Creating Value for Target Customers 1) ________ consists of evaluating each market segments attractiveness and selecting one or more segments to enter. A) Positioning B) Mass customization C) Market targeting D) Market segmentation E) Differentiation Answer: C Skill: Concept Objective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning. Difficulty: Easy 2) ________ involves dividing a market into smaller segments of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes. A) Mass customization B) Market targeting C) Market segmentation D) Differentiation E) Positioning Answer: C Skill: Concept Objective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning. Difficulty: Easy 3) ________ involves actually distinguishing the firms market offering to create superior customer value. A) Mass customization B) Differentiation C) Market segmentation D) Diversifying E) Targeting Answer: B Skill: Concept Objective: LO 7.1: Define the major steps in designing a customer-driven marketing strategy: market segmentation, targeting, differentiation, and positioning. Difficulty: Easy 4) When marketers at Fair Leigh Inc. selected the Millennials, a demographic group that includes many college students, as an untapped group of potential customers for their new line of products, they were engaging in ________. A) occasion segmenting B) local marketing C) market diversification D) market targeting E) product positioning Answer: D AACSB: Analytical thinking; Diverse and multicultural work environments Skill: Application Objective: LO 7.1: Define the major steps in designin