第7章目标市场战略

第7章目标市场战略一、概念题1.判断1）依据消费者对商品的同质需求和异质需求，可以把市场分为同质市场和异质市场_______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）现代市场营销学中所描述的定位包括产品定位、品牌定位和企业定位___________6）企业定位,产品定位和竞争性定位分别有不同的含义__________7)Asegmentationschememustproducesegmentsthatmeetfourcriteriatobeconsidereduseful.Thesefourcriteriaaresubstantiality,identifiabilityandmeasurability,accessibility;andresponsiveness8)Geography,psychographics,andbenefitssoughtareexamplesofpossiblesegmentationvariablesusedbymarketers9)Marketspecializationisoneoftargetmarketstrategies10)Differentiatedmarketingcanmeetcustomers’needbetter11)Positioningisnothingtodowithproductdifferentiation12)ProductdifferentiationisthebaseofPositioning2.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)Agroupofindividualsororganizationssharingoneormorecharacteristicsthatcausethemtohaverelativelysimilarproductneedsiscalleda________。a.marketsegmentb.marketpositionc.retailbased.segmentationbasee.retaildivision7)Theprocessofdividingamarketintomeaningfulgroupsthatarerelativelysimilarandidentifiableiscalled________。a.perceptualmappingb.positioningc.micromarketingd.cannibalizatione.marketsegmentation8)undifferentiatedmarketing________。a.hascosteconomicsb.withoutsegmentationc.fitformostproductsd.onlyfocusondemandgeneralitye.fitforsmallcompany9)concentratedmarketingespeciallyfitsfor________。a.Internationalcompaniesb.Bigcompaniesc.Mediumcompaniesd.Smallcompanies10)_______isthedevelopmentofaspecificmarketingmixtoinfluencepotentialcustomers’overallperceptionofabrand,productline,ororganizationingeneral,andisrelatedtotheplaceaproductoccupiesinconsumers’mindsrelativetocompetingofferings.a.Differentiatingb.Segmentationc.Targetingd.Positioninge.Integrating12)_______assumesthatcompetingproductsarearrangedinpeople’smindsalongvariousdimensionsrelevanttotheirpurchaseandconsumptionbehavior。a.Targetmarketingb.Marketsegmentationc.Differentiationd.Productione.Positioning3.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)WhatarethesegmentationindicesinB2Bmarket？5)Howmanytypesdoestargetmarketingstrategyhave?Whatarethey?6)What’sPerceptualMapping?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)Onereasonmarketersusemarketsegmentationasatoolisthatoncecompleted,theprocessneednotberepeated__________8)Substantialityofamarketsegment,askinghowlargeislargeenough,indicatesthatlargenumbersofpotentialcustomersareneededforamarketsegmenttobeconsideredviable2.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)Thepurposeofmarketsegmentationisto:a.dividethemarketintoequalsizeandprofitregionsforsalesterritoriesb.reducethemarketdowntoaspecificsizethatthefirmcanhandlec.groupalargenumberofmarketstogetherenablingacompanytoservethemsimultaneouslyd.enablethemarketertotailormarketingmixestomeettheneedsofoneormorespecificgroupse.developageneralizeddefinitionofthemarketasawhole4)MarketsegmentationcanassistmarketersinallofthefollowingEXCEPT:a.developingmoreprecisedefinitionsofcustomerneedsandwantsb.identifyingwhichvariablebaseshouldbeusedforsegmentingc.identifyingwhenandhowcustomerneedsarechangingd.identifyingwherenewopportunitiesareemerginge.evaluatingwhereandwhydemandisfalling5)Forhighhomogeneityproducts,whichstrategyshouldbeused?_________a.single-segmentconcentrationb.productspecializationc.marketspecializationd.selectivespecializatione.fullmarketcoverage6)Aclothingcompanyonlysellsclothestooldmalepeople,itsstrategyiscalled_________a.undifferentiatedmarketingb.differentiatedmarketingc.concentratedmarketing7)Productpositioningistheprocessof_________a.findingthecorrectlocationforretailoutletsthatwillselltheproductb.findingtherightplaceinthechannelofdistributionforaproductc.creatingthedesiredimageofthefirm’sproductwithrespecttoitscompetitiond.competingwithcompetitors’productsintheretailers’storesforthebestpositionontheshelfe.pricingtheproducttobeatacompetitivelevelwithotherbrandsonthemarket8)_________isameansofdisplayingorgraphing,intwoormoredimensions,thelocationsofproductsinthemindsofpresentorpotentialcustomers.a.Perceptualmappingb.Productdifferentiationc.Psychographictargetingd.Graphictargetstrategye.Marketorientation3.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)Thechapterstatesthatoncewedividelarge,heterogeneousmarketsintosmallersegmentswecanreachthemmoreefficientlyandeffectively.Whatdoesthatstatementmean?Whyisthisimportanttothemarketer?5)HowtousePerceptualMappingwhenpositioning?三、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