科特勒市场营销第六章习题与答案
《市场营销学通论》教材课后复习题全部答案
第一章导论市场：某种产品的现实购买者与潜在购买者需求的总和市场营销：指以满足人类各种需要和欲望为目的，通过市场变潜在交换为现实交换的一系列活动和过程交换：是指通过提供某种东西作为回报，从别人那里取得所需物的行为交易：交易是交换活动的基本单元，是由双方之间的价值交换所构成的行为。
交易营销：与交易有关的市场营销活动，即交易营销。
关系营销：企业与其顾客、分销商、经销商、供应商乃至竞争者等相关组织或个人建立、保持并加强关系，通过互利交换及共同履行诺言，使有关各方实现各自的目的市场营销网络：是指企业及与之建立起牢固的互相信赖的商业关系的其他企业所构成的网络交易营销和关系营销之间的联系和区别分别是什么？1交易是交换活动的基本单元，与交易相关的营销活动构成了交易营销。
关系营销是指企业与其顾客、分销商、经销商、供应商等相关组织或个人建立、保持并加强关系，通过互利交往及共同履行诺言，市有关各方实现各自目的。
2两者之间的联系在于，交易营销只是关系营销这个大概念的一部分。
3关系营销与交易营销存在着一定的区别，交易营销，企业与顾客很难保持持久关系，关系营销，企业与顾客保持广泛密切的联系。
交易营销强调市场占有率，吸引潜在顾客取代不再购买的老顾客，关系营销强调顾客忠诚度，最终为企业带来一种独特的资产，即市场营销网络。
营销在企业中的地位有怎样的变化？带来了什么启示？最初，市场营销作为与其他部门同等重要的职能，处于平等地位；在需求不足的情况下，市场营销作为更重要的职能；之后市场营销作为核心职能；而一些热心于顾客服务的企业高层管理人员主张顾客作为管理职能的核心；最后，达成共识，顾客作为管理职能的核心，而市场营销作为整合性职能。
市场营销与其他职能部门不同，他是连接市场需求与企业反应的桥梁、纽带，要想有效地满足顾客需要，就必须将市场营销至于企业的中心地位。
从宏观的角度看，营销的重要性体现在哪些方面？1、市场营销在不同行业的扩散；2、推动企业重视市场营销的主要因素：销售额下降、增长缓慢、购买行为的改变、竞争的加剧和营销成本的提高；3、市场营销职能在企业中地位的变迁。
国际市场营销第6章中国市场及消费者分析习题参考答案
国际市场营销第6章中国市场及消费者分析习题参考答案
第6章中国市场及消费者分析习题参考答案
一、选择题
1. ABCD
2. AD
3. ABCD
4. B
5. D
6.AB
7. ACD
8.BCD
9.BCD 10.A
二、是非判断题
1. 错
2. 对
3. 错
4. 错
5. 对
6. 对
7. 错
8. 对
9. 对
10. 对
三、案例分析
1. 地下钱庄洗钱及证券等违法交易流出的钱是资金外逃还是资金外流？为什么？
属于资金外逃，因为这些资金不是去外投资，而是为躲避风险。
2.资金外逃对中国市场消费的影响有哪些？
不利影响：影响国内资本市场稳定性；影响境内经济均衡状况；
冲击经济秩序；制约国内市场消费。
3.针对资金外逃，我们该怎么办？
采取措施：加快资本市场改革，适时、适度放宽外汇交易限制，提高金融市场化程度，出台资本市场保护法。
市场营销答案
第一章导论一、交易营销和关系营销之间的联系和区别分别是什么？1交易是交换活动的基本单元，与交易相关的营销活动构成了交易营销。
关系营销是指企业与其顾客、分销商、经销商、供应商等相关组织或个人建立、保持并加强关系，通过互利交往及共同履行诺言，市有关各方实现各自目的。
2两者之间的联系在于，交易营销只是关系营销这个大概念的一部分。
3关系营销与交易营销存在着一定的区别，交易营销，企业与顾客很难保持持久关系，关系营销，企业与顾客保持广泛密切的联系。
交易营销强调市场占有率，吸引潜在顾客取代不再购买的老顾客，关系营销强调顾客忠诚度，最终为企业带来一种独特的资产，即市场营销网络。
二、营销在企业中的地位有怎样的变化？带来了什么启示？最初，市场营销作为与其他部门同等重要的职能，处于平等地位；在需求不足的情况下，市场营销作为更重要的职能；之后市场营销作为核心职能；而一些热心于顾客服务的企业高层管理人员主张顾客作为管理职能的核心；最后，达成共识，顾客作为管理职能的核心，而市场营销作为整合性职能。
市场营销与其他职能部门不同，他是连接市场需求与企业反应的桥梁、纽带，要想有效地满足顾客需要，就必须将市场营销至于企业的中心地位。
三、从宏观的角度看，营销的重要性体现在哪些方面？1、市场营销在不同行业的扩散；2、推动企业重视市场营销的主要因素：销售额下降、增长缓慢、购买行为的改变、竞争的加剧和营销成本的提高；3、市场营销职能在企业中地位的变迁。
第二章市场营销哲学的演变一、市场营销管理哲学的演变经历了哪几个阶段？生产观念，产品观念，推销观念，市场营销观念，客户观念，社会市场营销观念二、4p市场营销组合有哪些特点？4P：产品（produce）、价格（price）、渠道（place）、促销（promotion）（1）市场营销组合因素对企业来说都是“可控因素”。
（2）市场营销组合是一个复合结构。
（3）市场营销组合又是一个动态组合。
（4）市场营销组合要受企业市场定位战略的制约，即根据市场定位战略设计、安排相应的市场营销组合。
科特勒市场营销习题与答案
Chapter 7 Customer-Driven Marketing Strategy: Creating Value for Target Customers1)When a company identifies the parts of the market it can serve best and most profitably, it is practicing __________ .A)concentrated marketingB)mass marketingC)market targetingD)segmentingE)differentiationAnswer: CDiff: 2 Page Ref: 191Skill: ConceptObjective: 7-12)What are the four steps, in order, to designing a customer-driven marketing strategy?A)market segmentation, differentiation, positioning, and targetingB)positioning, market segmentation, mass marketing, and targetingC)market segmentation, targeting, differentiation, and positioningD)market alignment, market segmentation, differentiation, and market positioningE)market recognition, market preference, market targeting, and market insistenceAnswer: CDiff: 2 Page Ref: 191Skill: ConceptObjective: 7-13)Which type of segmentation centers on the use of the word when, such as when consumers get the idea to buy, when they actually make their purchase, or when they use the purchased item?A)behavioralB)psychographicC)occasionD)impulseE)emergencyAnswer: CDiff: 2 Page Ref: 196Skill: ConceptObjective: 7-24)Markets can be segmented into groups of nonusers, ex-users, potential users, first-time users, and regular users of a product. This method of segmentation is called ____________ ・A)user statusB)usage ratesC)benefitD)behaviorE)loyalty statusAnswer: ADiff: 1 Page Ref: 197Objective: 7-25)Consumers can show their allegiance to brands, stores, or companies・ Marketers can use this information to segment consumers by _____________ ・A)user statusB)loyalty statusC)store typeD)brand preferenceE)usage rateAnswer: BDiff: 1 Page Ref: 197Skill: ConceptObjective: 7-26)Consumer and business marketers use many of the same variables to segment markets.Business marketers use all of the following EXCEPT _______________ ・A)operating characteristicsB)purchasing approachesC)situational factorsD)personal characteristicsE)brand personalitiesAnswer: EDiff: 3 Page Ref: 198Skill: ConceptObjective: 7-27)When the size, purchasing power, and profiles of a market segment can be determined, it possesses the requirement of being ___________ ・A)measurableB)accessibleC)substantialD)actionableE)observableAnswer: ADiff: 2 Page Ref: 200Skill: ConceptObjective: 7-28)When a business market segment is large or profitable enough to serve, it is termed ____________A)measurableB)accessibleC)substantialD)actionableE)differentiableAnswer: CDiff: 2 Page Ref: 200Objective: 7-29)To evaluate the different market segments your company serves, you would look at all of these factors EXCEPT which one?A)segment sizeB)segment growthC)segment structural attractivenessD)company valuesE)company resourcesAnswer: DDiff: 3 Page Ref: 201Skill: ConceptObjective: 7-310)Which of the following is NOT one of the reasons a segment would be less attractive to a company?A)strong competitorsB)substitute productsC)concentrated marketD)power of buyersE)power of suppliersAnswer: CDiff: 2 Page Ref: 201Skill: ConceptObjective: 7-311)The 55-year-old baby boomers share common needs in music and performers・ When a music company decides to serve this group, the group is called a(n) ___________ ・A)market segmentB)target marketC)well-defined marketD)differentiated marketE)undifferentiated marketAnswer: BDiff: 1 Page Ref: 201Skill: ConceptObjective: 7-312)When New Port Shipping uses segmented marketing, it targets several segments and designs separate offers for each one. This approach is called __________ marketing・A)undifferentiatedB)differentiatedC)targetD)individualE)nicheAnswer: BDiff: 2 Page Ref: 202Skill: ConceptObjective: 7-313)Developing a strong position within several segments creates more total sales than ____________ marketing across all segments・A)undifferentiatedB)differentiatedC)nicheD)targetE)individualAnswer: ADiff: 3 Page Ref: 202Skill: ConceptObjective: 7-314)Using concentrated marketing, the marketer goes after a ___________ share of ___________ ・A)small o a small marketB)small o a large marketC)large o one or a few nichesD)large o the mass marketE)moderate o localAnswer: CDiff: 2 Page Ref: 204Skill: ConceptObjective: 7-315)Today, the low cost of setting up shop __________ makes it even more profitable to serve very small niches・A)in malls in major citiesB)in mail-order catalogsC)on the InternetD)near major competitorsE)far from competitorsAnswer: CDiff: 1 Page Ref: 205AACSB: Use of ITSkill: ConceptObjective: 7-316)Which of the segmenting strategies carries higher-than-average risks in consumer markets?A)concentratedB)massC)differentiatedD)undifferentiatedE)multiple-segmentAnswer: ADiff: 3 Page Ref: 205Skill: ConceptObjective: 7-317)Which of the following is NOT a drawback of local marketing?A)It can drive up manufacturing costs.B)It can drive up marketing costs by reducing economies of scale・C)It can create logistics problems.D) A brands overall image might be diluted through too much variation.E)Supporting technologies are expensive・Answer: EDiff: 3 Page Ref: 206Skill: ConceptObjective: 7-318)In target marketing, the issue is not really who is targeted, but rather ________ and forA)why o whatB)howo whatC)why o how longD)where o how longE)howo whereAnswer: BDiff: 2 Page Ref: 209AACSB: Ethical ReasoningSkill: ConceptObjective: 7-319) A product's position is based on important attributes as perceived by ___________A)suppliersB)competitorsC)market conditionsD)consumersE)managersAnswer: DDiff: 2 Page Ref: 209Skill: ConceptObjective: 7-420)Consumers position products and services ____________ ・A)after marketers put marketing mixes in placeB)generally after consulting friends who use themC)with or without the help of marketersD)only reluctantlyE)based on nearby competitors* positionsAnswer: CDiff: 1 Page Ref: 209Skill: ConceptObjective: 7-421)Which of the listed choices is NOT a positioning task?A)identifying a set of possible competitive advantages upon which to build a positionB)surveying frequent users of the productC)selecting an overall positioning strategyD)effectively communicating and delivering the chosen position to the marketE)selecting the right competitive advantagesAnswer: BDiff: 2 Page Ref: 210AACSB: CommunicationSkill: ConceptObjective: 7-422) A company or market offer can be differentiated along the lines of product, image, services, channels, or __________ ・A)pricesB)nonprice factorsC)peopleD)customer serviceE)locationAnswer: CDiff: 2 Page Ref: 213Skill: ConceptObjective: 7-423)Which type of differentiation is used to gain competitive advantage through the way a firm designs its distribution coverage, expertise, and performance?A)services differentiationB)channel differentiationC)people differentiationD)product differentiationE)price differentiationAnswer: BDiff: 2 Page Ref: 213Skill: ConceptObjective: 7-424)When firms use symbols, colors, or characters to convey their personalities, they are usingdifferentiation.A)imageB)peopleC)companyD)reputationE)subliminalDiff: 1 Page Ref: 213AACSB: CommunicationSkill: ConceptObjective: 7-425)The answer to the customers question H Why should I buy your brand?** is found in theA)quality imageB)customer servicesC)value propositionD)differentiationE)pricing and promotion structureAnswer: CDiff: 2 Page Ref: 214Skill: ConceptObjective: 7-426)What competitive positioning can attack a more-for-more strategy by introducing a brand offering with comparable quality at a lower price?A)more-for-the-sameB)more-for-lessC)same-for-lessD)less-for-much-lessE)all-or-nothingAnswer: ADiff: 3 Page Ref: 215Skill: ConceptObjective: 7-427)Which positioning strategy offers consumers a "good deal'* by offering equivalent-quality products or services at a lower price?A)more-for-the-sameB)more-for-lessC)same-for-lessD)less-for-much-lessE)all-or-nothingAnswer: CDiff: 2 Page Ref: 215Skill: ConceptObjective: 7-4281) H Less-for-much-less H positioning involves meeting consumers1 ________________ ・A)quality performance requirements at a lower priceB)lower quality requirements in exchange for a lower priceC)lower quality requirements at the lowest possible priceD)high quality requirements at a discounted rateE)high quality requirements at the lower possible priceDiff: 1 Page Ref: 216Skill: ConceptObjective: 7-429)When Pacific Fisheries groups its customers as countries by regions such as Asia, Australia, or New Zealand, it is using which segmenting base?A)economic factorsB)political and legal factorsC)geographic locationD)benefits soughtE)demographicsAnswer: CDiff: 1 Page Ref: 193AACSB: Reflective ThinkingSkill: ApplicationObjective: 7-230)When Burger King targets children, teens, adults, and seniors with different ads and media,it is practicing ________ segmentation.A)demographicB)age and life cycleC)psychographicD)behavioralE)generationalAnswer: BDiff: 1 Page Ref: 194AACSB: Reflective ThinkingSkill: ApplicationObjective: 7-231)Your company wants to move away from mass marketing and engage in customer-driven marketing. The four steps to take, in order, are market segmentation, marketing positioning, differentiation, and targeting・Answer: FALSEDiff: 2 Page Ref: 191Skill: ConceptObjective: 7-1104) Demographic segmentation uses different marketing approaches for different time periods of peoples lives and different family situations.Answer: FALSEDiff: 2 Page Ref: 194Skill: ConceptObjective: 7-232)There are many exceptions to the geographic segmentation assumption that consumers in nationsclose to one another will have many common behaviors and traits・Answer: TRUEDiff: 2 Page Ref: 199AACSB: Multicultural and DiversitySkill: ConceptObjective: 7-233)Because there is such variation among the economies of countries around the world, it is not practical to segment international markets on the basis of economic factors・Answer: FALSEDiff: 2 Page Ref: 199AACSB: Multicultural and DiversitySkill: ConceptObjective: 7-234)In evaluating different market segments, a firm should look at three factors: segment size and growth, segment structural attractiveness, and company objectives and resources・Answer: TRUEDiff: 2 Page Ref: 201Skill: ConceptObjective: 7-335)At a recent marketing seminar, the featured speaker stated that a target market consists of a set of buyers who share common needs or characteristics that the company decides to serve・ This is a correct definition.Answer: TRUEDiff: 1 Page Ref: 201Skill: ConceptObjective: 7-336)Mass marketing is becoming a marketing principle for the 21st century.Answer: FALSEDiff: 2 Page Ref: 207Skill: ConceptObjective: 7-337)Consumers position products in their minds in order to simplify the buying process. Answer: TRUE Diff: 3 Page Ref: 209Skill: ConceptObjective: 7-438)Explain the four major steps in designing a customer-driven marketing strategy・Answer: The first step is market segmentation: dividing a market into smaller groups of buyers with distinct needs, characteristics, or behaviors, who might require separate products or marketing mixes ・ The company identifies different ways to segment the market and develops profiles of the resulting market segments. The second step is market targeting: evaluating each market segments attractiveness and selecting one or more of the market segments to enter ・The third step is differentiation: actually differentiating the firm s market offering to create a superior customer value・ Finally,the last step is market positioning: arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of consumers ・Diff: 2 Page Ref: 19M92AACSB: Analytic SkillsSkill: ApplicationObjective: 7-1。
《国际市场营销学》第六章习题参考答案
《国际市场营销学》第六章习题参考答案1.解释下列概念：物质自然环境：物质自然环境是国际营销环境的重要因素, 它主要包括自然条件与基础设施。
自然条件：自然环境主要包括地形、气候、土地面积及自然资源等。
基础设施：基础设施主要包括交通运输设施、通讯设备和仓库等，还包括有关商业的基础设施。
环保运动或环境保护主义：环保运动或环境保护主义是指由对保护及改善人类赖以生存的环境十分关注的公民和政府所倡导的一种有组织的运动。
可持续发展战略：可持续发展战略是指社会经济发展必须同自然环境及社会环境相联系，使经济建设与资源环境相协调，使人口增长与社会生产力发展相适应，以保证实现社会良性循环的发展。
绿色消费：消费者从关心和维护个人生命安全、身体健康、生态环境、人类社会和永续发展出发，试图以自己强烈的环境意识对市场形成一股巨大的环保压力。
以此引导企业生产和制造符合环境标准的产品，促进环境保护，以实现人类与环境和谐演进的目标。
绿色产品：所谓绿色产品，指对社会或环境的改善有贡献的产品，或减少其对社会和环境所造成的损害，或指对环境及社会生活品质的改善优于竞争者所提供的产品。
绿色营销：绿色营销是指企业以保护环境观念作为其经营哲学思想，以绿色文化为其价值观念，以消费者的绿色消费为中心和出发点，通过制定及实施绿色营销策略，满足消费者的消费需求，实现企业的经营目标。
2.何谓物质自然环境？它对该国社会的政治、经济及国际营销发生什么样的影响？答：物质自然环境是国际营销环境的重要因素, 它主要包括自然条件与基础设施。
自然环境影响国家的经济与社会发展：地理条件影响一个国家的交通运输与贸易的发展；地理条件影响一个国家社会的发展；自然资源的差异将影响世界经济发展与贸易发展的格局。
自然环境对国际营销的影响：影响产品的适应性；影响分销体系的设立及分销渠道的选择；自然条件影响企业的经营成本。
基础设施从以下几个方面影响国际营销：交通运输、通讯设备、商业基础设施。
科特勒《市场营销原理》(第13版)笔记和课后习题详解
目录第Ⅰ篇定义市场营销和市场营销过程 (5)第1章营销：创造和获取顾客价值 (5)1.1复习笔记 (5)1.2课后习题详解 (10)第2章公司战略与营销战略：合作建立客户关系 (17)2.1复习笔记 (17)2.2课后习题详解 (23)第Ⅱ篇理解市场和消费者 (30)第3章分析市场营销环境 (30)3.1复习笔记 (30)3.2课后习题详解 (33)第4章管理市场营销信息获得顾客洞察 (39)4.1复习笔记 (39)4.2课后习题详解 (45)第5章消费者市场与消费者购买行为 (49)5.1复习笔记 (49)5.2课后习题详解 (54)第6章组织市场与组织购买者行为 (61)6.1复习笔记 (61)6.2课后习题详解 (65)第Ⅲ篇设计顾客导向的营销战略与营销组合 (72)第7章顾客导向的市场营销战略：为目标顾客创造价值 (72)7.1复习笔记 (72)7.2课后习题详解 (78)第8章产品、服务和品牌：构建顾客价值 (85)8.1复习笔记 (85)8.2课后习题详解 (93)第9章新产品开发与产品生命周期战略 (101)9.1复习笔记 (101)9.2课后习题详解 (107)第10章定价：理解和获得消费者价值 (115)10.1复习笔记 (115)10.2课后习题详解 (119)第11章定价战略 (125)11.1复习笔记 (125)11.2课后习题详解 (130)第12章营销渠道：递送顾客价值 (137)12.1复习笔记 (137)12.2课后习题详解 (144)第13章零售与批发 (150)13.1复习笔记 (150)13.2课后习题详解 (154)第14章沟通顾客价值：整合营销沟通战略 (161)14.1复习笔记 (161)14.2课后习题详解 (166)第15章广告与公共关系 (173)15.1复习笔记 (173)15.2课后习题详解 (176)第16章人员销售和销售促进 (182)16.1复习笔记 (182)16.2课后习题详解 (188)第17章直复营销和网络营销：建立直接顾客关系 (194)17.1复习笔记 (194)17.2课后习题详解 (199)第Ⅳ篇拓展市场营销 (207)第18章创造竞争优势 (207)18.1复习笔记 (207)18.2课后习题详解 (212)第19章全球市场 (218)19.1复习笔记 (218)19.2课后习题详解 (224)第20章可持续的市场营销：社会责任和道德 (229)20.1复习笔记 (229)20.2课后习题详解 (234)第Ⅰ篇定义市场营销和市场营销过程第1章营销：创造和获取顾客价值1.1复习笔记一、什么是市场营销市场营销即管理有价值的客户关系。
市场营销学习题集
第一章市场综述一单项选择题（在下列每小题中，选择一个最适合的答案）1.从市场营销学的角度看，市场是。
A. 商品交换的场所B.交换过程本身C.具有购买欲望和支付能力的消费者D.某一种商品的供求关系2.市场营销的核心是。
A.生产B.分配C.交换D.促销二多项选择题（在下列各小题中正确的答案不少于两个，请准确选出全部正确答案）1.影响行业竞争强度的基本力量有五种，即。
A 行业内的竞争者 B. 潜在的加入这 C. 替代品的生产者 D.讨价还价的购买者 E. 讨价还价的供应者2.完全竞争市场的特点是。
A 大量的买者和卖者B 资源完全自由流动C 异质商品D 生产者和消费者拥有充分的信息E 规模经济三名词解释1.市场2.消费品市场3.生产资料市场4.服务市场四填空题（请在各小题的画线处填入适当的词句）1.市场= + +2.市场的类型是多种多样的，按照传统分法，可把市场分为、、和。
五、简答下列问题1.什么是市场？市场是如何形成与发展的？2.市场有哪些基本功能，这些功能是如何发挥作用的？3.市场类型有哪些，各有何特点？六、论述题试述影响竞争强度的五种竞争力。
第二章市场观念一单项选择题（在下列每小题中，选择一个最适合的答案）1.在目前市场竞争很激烈的条件下，生产企业最应具有的营销观念是。
A、生产观念B、产品观念C、推销观念D、市场营销观念2.市场营销观念是指以为中心的企业制定和实施营销组合策略的经济活动。
A、企业盈利B、职工意愿C、顾客需要D、上级指示二多项选择题（在下列各小题中正确的答案不少于两个，请准确选出全部正确答案）1.以企业为中心的市场营销管理观念包括。
A、生产观念B、销售观念C、市场营销观念D、产品观念E、社会营销观念2.社会营销观念的核心是正确处理之间的利益关系。
A、企业B、供应商C、顾客D、中间商E、社会三名词解释1.生产观念2.推销观念3.市场营销观念4.社会营销观念四填空题1.企业经营观念的发展变化是促成的，不是企业发自内心愿意的。
自考毕克贵新市场营销学00058第六章练习
第六章市场竞争战略一、单项选择题一、下列各项不属于进入障碍的是（）。
A.缺乏足够的资本B.未实现规模经济C.无专利和许可证D.高度的纵向一体化二、某企业的经营状况令人满意，但其在主宰型企业的控制下生存，改善地位的机缘很少。
该企业在目标市场的竞争地位属于（）。
A.主宰型B.优势型C.虚弱型D.防守型3、（）反映了某种产品的各类品牌在顾客潜意识中的知名程度。
A.市场份额B.情感份额C.心理份额D.实际份额4、美国的宝洁公司一旦受到挑战就会当即发起猛烈的全面还击，因此宝洁公司属于（）。
A.从容型竞争者B.选择型竞争者C.随机型竞争者D.强劲型竞争者五、下列不属于大体竞争战略的是（）。
A.成本领先战略B.市场化战略C.差异化战略D.集中化战略六、下列有关本钱领先战略的优势说法错误的是（）。
A.低成本增强了供应商对企业的讨价还价能力B.低成本使得企业可以采取降低价格的办法保持现有的顾客，提高顾客使用替代品的转换成本，降低或缓解替代品的威胁，使企业处于有利地位C.当企业与行业内的竞争对手进行价格战时，由于企业的成本较低，可能会在竞争对手毫无利润的水平上依然保持盈利和领先的竞争地位D.低成本可以使企业在面对供应商和购买者时拥有较高的讨价还价能力，还为企业的潜在进入者设置了较高的进入障碍，削弱了新进入者的竞争力7、降低本钱最有效的方式是（）。
A.实现规模经济B.做好供应商营销C.塑造企业成本文化D.生产技术创新八、市场领导者可选择的战略不包括（）。
A.选择进攻战略B.扩大市场总需求C.扩大市场份额D.保护现有市场份额九、（）是指围绕企业目前的主要产品和业务成立牢固的防线，按照竞争者在产品、价钱、渠道和促销方面可能采取的进攻战略制定自己的预防性营销战略。
A.以攻为守B.机动防御C.侧翼防御D.阵地防御10、当企业无法坚守所有的市场领域，而且由于力量过于分散而降低了资源效益的时候，可采取的防御策略是（）。
A.机动防御C.收缩防御D.阵地防御1一、挑战者在向目标市场出击时应遵循（）。
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Chapter 6 Business Markets and Business Buyer Behavior 1) Business buying behavior refers to the buying behavior of organizations that buy all of the following EXCEPT ________. A) products for use in production of other products B) services for use in production of other services C) products purchased to resell to others D) products purchased to rent to others E) products purchased for personal consumption Answer: E Diff: 1 Page Ref: 168 Skill: Concept Objective: 6-1
2) In one way or another, most large companies sell to ________. A) consumers B) other organizations C) employees D) not-for-profit companies E) the service sector Answer: B Diff: 2 Page Ref: 168 Skill: Concept Objective: 6-1
3) Which of the following is NOT a way that business and consumer markets differ? A) market structure and demand B) nature of the buying unit C) satisfaction of needs through purchases D) types of decisions E) decision processes Answer: C Diff: 3 Page Ref: 169 Skill: Concept Objective: 6-1
4) There are many sets of ________ purchases made for each set of ________ purchases. A) consumer; business B) tangible; intangible C) service; product D) business; consumer E) product; service Answer: D Diff: 2 Page Ref: 168 Skill: Concept Objective: 6-1 5) Which of the following is true about business marketers in comparison to consumer marketers? A) They deal with far fewer but far larger buyers. B) They deal with far more but far small buyers. C) They deal with a more elastic market. D) They deal with fewer demands in fluctuation. E) They deal with the same decision buying process. Answer: A Diff: 2 Page Ref: 169 Skill: Concept Objective: 6-1
6) In a typical organization, buying activity consists of two major parts: the buying ________ and the buying ________. A) committee; time B) time; reorder point C) economic order quantity; reorder point D) center; decision process E) deciders; influencers Answer: D Diff: 3 Page Ref: 172 Skill: Concept Objective: 6-2
7) The buying center and the buying decision process are affected by all of the following factors EXCEPT ________. A) internal organization factors B) interpersonal factors C) individual factors D) external environmental factors E) self-concept factors Answer: E Diff: 2 Page Ref: 172 Skill: Concept Objective: 6-2
8) The decision-making unit of a buying organization is called the ________. A) business buyer B) buying center C) buying system D) business-to-business market E) supplier-development center Answer: B Diff: 1 Page Ref: 174 Skill: Concept Objective: 6-2
9) A ________ consists of the actual users of products, those who control buying information, those who influence the decisions, those who do the actual buying, and those who make the buying decisions. A) supplier development team B) cross-functional team C) buying center D) quality management center E) partnership management team Answer: C Diff: 2 Page Ref: 174 Skill: Concept Objective: 6-2
10) A(n) ________ controls the flow of information to others in the buying center. A) user B) influencer C) buyer D) gatekeeper E) decider Answer: D Diff: 1 Page Ref: 174 AACSB: Communication Skill: Concept Objective: 6-2
11) A buying center is not a fixed, formally identified, unit within an organization, but rather a set of ________ assumed by different people for different purchases. A) budgetary limits B) informal job titles C) buying roles D) status roles E) marketing positions Answer: C Diff: 3 Page Ref: 174 Skill: Concept Objective: 6-2
12) Which of the following is NOT included in the decision-making unit of a buying organization? A) individuals who use the product or service B) individuals who influence the buying decision C) individuals who make the buying decision D) individuals who supply the product E) individuals who control buying information Answer: D Diff: 2 Page Ref: 174 Skill: Concept Objective: 6-2