市场营销 assignment 2.pdf

Chapter 2: Framing the Market Opportunity Chapter 2 Framing the Market Opportunity Multiple Choice Questions 1. The online equivalent of a physical-world marketplace is referred to as the: A) market-technology. B) marketspace. C) markethome. D) market arena. 2 In attempting to frame market opportunities, the marketer should begin by: A) investigating opportunities in an existing or new value systems. B) identifying unmet/underserved needs. C) determining target customer segments. D) assessing resource requirements. 3. his can be thought of as the entire chain of suppliers, distributors, competitors, buyers, and intermediaries that bring an existing offering to market. A) Value chain B) Value market C) Value segment D) Value system 4. To assess opportunity attractiveness, a company must assess all of the following except A) competitive situations. B) distribution situations. C) technological situations. D) financial situations. 5. Value may be created: A) through customer purchase. B) through customer usage. C) through disposal activities. D) all of the above 6. New value creation is based on doing a better job of A) expanding the product base. B) meeting customer needs. C) more effective advertising. D) holding costs down. 7. The organizing framework to systematically search for unmet or underserved needs is termed the: Internet Marketing: Building Advantage in a Networked Economy, 2/e 17 Chapter 2: Framing the Market Opportunity A) C