chap06marketing_an introuduction 课后习题答说明.docVIP

PAGE PAGE 1 Marketing: An Introduction, 10e (Armstrong/Kotler) Chapter 6 Customer-Driven Marketing Strategy: Creating Value for Target Customers 1) When a company identifies the parts of the market it can serve best and most profitably, it is practicing ________. A) concentrated marketing B) mass marketing C) market targeting D) segmenting E) differentiation Answer: C Diff: 2 Page Ref: 175 Skill: Concept AACSB: Communication Objective: 6-1 2) What are the four steps, in order, to designing a customer-driven marketing strategy? A) market segmentation, differentiation, positioning, and targeting B) positioning, market segmentation, mass marketing, and targeting C) market segmentation, targeting, differentiation, and positioning D) market alignment, market segmentation, differentiation, and market positioning E) market recognition, market preference, market targeting, and market insistence Answer: C Diff: 2 Page Ref: 175 Skill: Concept AACSB: Communication Objective: 6-1 3) Through market segmentation, companies divide large, heterogeneous markets into smaller segments that can be reached more ________ with products and services that match their unique needs. A) efficiently B) effectively C) intensely D) indirectly E) both A and B Answer: E Diff: 2 Page Ref: 175 Skill: Concept AACSB: Communication Objective: 6-2 4) Even though several options are available at any one time, there ________ to segment a market. A) is one single best way B) is no single way C) is a most effective way D) are limited ways E) are four ways Answer: B Diff: 2 Page Ref: 175 Skill: Concept Objective: 6-2 5) Your firm has decided to localize its products and services to meet local market demands. A good approach to use would be ________ segmentation. A) geographic B) benefit C) end-use D) customer E) image Answer: A Diff: 1 Page Ref: 175 Skill: Concept Objective: 6-2 6) Pendergraff Pet Supplies divides the pet market according to the owners race, occupation, income, and f