清华大学 英文版市场营销第七章作业参考
市场营销学英文版最新版教学课件第7章
Learning Objective 7-2 Summary
• Product attribute decisions – quality, features, and style and design
• Branding, packaging, and labeling decisions • Product support services – enhance customer service
7-2. Describe the decisions companies make regarding their individual products and services, product lines, and product mixes.
Learning Objectives (2 of 4)
First Stop Go Pro: Be a Hero
GoPro’s runaway success comes from understanding that it’s selling much more than wearable sportsaction video cameras.
Learning Objective 7-1
• Market offerings include both tangible goods and services
• Companies create and manage customer experiences with their brands or companies.
– To differentiate their offers from that of the competitors
Samsung’s bulging Galaxy mobile devices line now offers a size for any need or preference.
高三英语市场营销练习题20题含答案解析
高三英语市场营销练习题20题含答案解析1. In marketing, a product's price is determined by many factors. One of the most important is the product's _____.A.valueB.qualityC.demandD.supply答案解析：A。
在市场营销中，产品价格由很多因素决定，其中最重要的之一是产品的价值。
选项B“quality”质量虽然对价格有影响，但不是最重要因素之一。
选项C“demand”需求和选项D“supply”供给也会影响价格，但题干中强调最重要的因素之一是价值。
2. A successful marketing campaign often relies on effective _____.A.advertisingB.sellingC.productionD.distribution答案解析：A。
一个成功的市场营销活动常常依赖有效的广告。
选项B“selling”销售只是其中一部分，不如广告全面。
选项C“production”生产和选项D“distribution”分销不是直接与营销活动成功最相关的。
3. In marketing, the term “target market” refers to _____.A.all customersB.a specific group of customersC.prospective customersD.potential customers答案解析：B。
在市场营销中，“target market”指的是特定的一群顾客。
选项A“all customers”所有顾客范围太广。
选项C“prospective customers”预期顾客和选项D“potential customers”潜在顾客都不够准确地表达“target market”的含义。
(完整word版)科特勒市场营销第七章习题与答案
Chapter 7 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 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: BSkill: 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; a small marketB) small; a large marketC) large; one or a few nichesD) large; the mass marketE) moderate; 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: ASkill: 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 brand's 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 for ________.A) why; whatB) how; whatC) why; how longD) where; how longE) how; 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 using ________ differentiation.A) imageB) peopleC) companyD) reputationE) subliminalAnswer: ADiff: 1 Page Ref: 213AACSB: CommunicationSkill: ConceptObjective: 7-425) The answer to the customer's question "Why should I buy your brand?" is found in the________.A) 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) "Less-for-much-less" positioning involves meeting consumers' ________.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 priceAnswer: BDiff: 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 people's 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 innations close 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: TRUEDiff: 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 segment's 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: 191-192AACSB: Analytic SkillsSkill: ApplicationObjective: 7-1。
Unit 7 Marketing
Its fashionable looking makes it very popular
with young men.
It is also very good for family use, especially when the whole family go sightseeing. If you place an order the moment, we can give you an elegant porcelain cup for free.
Andrea: Philip, we are interested in developing new markets. Would you please _______________________ give us some suggestions about the marketing of our products? Philip: No problem. There are a lot of ways to push sales. For example, try to make yourself known by ads. Andrea: What do you see as the _____________________ most effective means of ___________? advertising TV, radio or print? Philip: That just depends on what you mean by “effective”. Do you mean reaching the widest audience, _______________________________? costing the least or something else Andrea: I mean what gives the most bang for the buck. Obviously, TV will show our capability the best, but it is also very expensive. What I am worried about is that if we use print media, ________________________ people can’t see the quality of our product.
清华大学 英文版市场营销第五章作业参考
1.Which of the following general characteristics affecting consumer behaviorwould most influence the purchase of a new music CD: social class, age and life-cycle stage, or beliefs and attitudes?All three of the characteristics would have an influence but a strongargument can be made in support of “age and lifestyle”; e.g., Sony’sconsumer Segment Marketing Division that has identified sevenlife-stage segments.pare and contrast the consumer decision process someone might use inpurchasing a new notebook PC at Comp USA with that of purchasing a 16 oz.jar of Jif creamy style peanut butter at Wal-Mart.Need recognition—different need recognition/problem. Jif is hunger,none in the cupboard. Notebook PC may be need for greaterproductivity.Information search—different search process. Notebook PC would gointo active information search. A Jif buyer would already know whereto go.Evaluation of alternatives—if the buyer is not familiar with notebookPC brands, they may develop an elaborate evaluation process. With astrong brand preference for Jif, the evaluation process would be mucheasier. Rather than which brand to buy, it would more than likely havebeen what size to purchase.Purchase decision—differences in the length of time to arrive at adecision. It would be much longer for the notebook PC. The buyer maynever purchase the notebook PC (interference: other’s attitudes, orunexpected situational attitudes). A much shorter decision period forJif, and the only situation that would interfere with the purchase wouldbe if it were sold-out or out of stock.Postpurchase behavior—there would big difference between the twoitems. Much more attention would be focused on assessing howsatisfied or dissatisfied the buyer of the notebook PC is in relation tothe performance expectations. There would not be similarpostpurchase behavior with the Jif purchase.3.In a small group, discuss the following question: Who do you believe wouldbe the better opinion leader for a high-technology cellular service, Bill Clinton or Bill Gates? Support your choice.Bill Gates is by far the better choice of the two candidates. He is aperson of special skills, knowledge, personality, or othercharacteristics and is a member of reference group (progressive andinnovative information technology development—not Microsoft) thatcan influence the formation of buyer behavior.Applying the Concepts1.In a small group discuss how the buyer decision process for a college studentwould differ from that of a snowboarder in purchasing a backpack. How would you use this knowledge to develop an advertising plan?With knowledge of the backpack decision buying process of a college student, the marketer would understand:∙The needs and motives of the buyer.∙How the buyer searches out information that will help them with the decision.∙The evaluation process and criteria used in making a choice between alternative brands.∙How buyer’s ranks and form purchase decisions.∙The elements that form the postpurchase actions based on satisfaction or dissatisfaction.。
Unit 7
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Unit 7 Marketing
A-5 Reading A Text
Increasing attention is being placed on green business practices these days, and an e-commerce platform helps retailers promote environmentally friendly business practices. From a business point of view, they can save huge costs by cutting out traditional paper marketing and distribution methods. For example, retailers used to spend hundreds of thousands of dollars on paper catalogs. Now they can cut catalog expenses through email marketing and easily updatable online catalogs.
Notes
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Unit 7 Marketing
Warm-2-Notes Warming-up
What is a marketing channel? A marketing channel is a set of practices or activities necessary to transfer the ownership of goods, and to move goods, from the point of production to the point of consumption, which consists of all the institutions and all the marketing activities in the marketing process.
(本科)市场营销专业英语课后习题参考答案(1-10章)
市场营销专业英语课后习题参考答案（1・10章）Chapter 1 Marketing in the 21st Century1.1 MarketingPost-reading Exercises II.1. consumer needs2. forces3. organization4. management5. marketingnetworkHI1.如果一个组织重视客户的需求，那么它就是以顾客导向2.营销是一套以管理技术为处事方式的经营理念。
3.市场营销可以说是起源于经济体系内盈余的开展和随之而来的贸易的出现，但是它是在相对现代的时代才形成正式的管理理念。
4.营销人员包括营销专家，地产代理，商业银行，地方商业协会，广告代理和公共关系代理。
5.如今营销环境的一个重要因素是对勇于为社会和环境产生影响的行为承担责任的企业的需求。
IV1. In marketing, the market refers to a group of people who have the desire to buy a certain product and purchasing power.4.The marketing intermediary is the company which has cooperation with the manufacturer and makes promotion, selling and distribution of the products together with the manufacturer.5.The public group is a group that has real and potential interest relations and has impact on the capacity to achieve its objectives.3.2 SWOT AnalysisPost-reading Exercises II.1.objectives2. climb3. optional4. summit5. strategic6. corporatem1.分析阶段着眼于企业目标，进行内部和外部市场审核，用SWOT 分析法做假设和总结。
市场营销学 Chapter 7 Writing the marketing plan
Adjust the plan
Marketing Programs
Marketing programs generally comprise the following elements:
Suppliers and Facilitators Intermediaries
Marketing In Black and White
10
Green River Clothing Company Marketing Plan
Competitive Analysis Market Share/Competition
Planning is, or should be, therefore a continuous activity of marketing management, rather than an irregular act.
Marketing In Black and White
3
Although most of the literature on marketing planning portrays the process as a series of discrete steps, the
associated with implementation of the marketing mix.
It outlines who is responsible for managing the specific activities in the plan, and provides a timetable indicating
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Discussing the Concepts
1.The chapter states that once we divide large, heterogeneous markets into
smaller segments we can reach them more efficiently and effectively. What does that statement mean? Why is this important to the marketer?
Question objective: To reinforce the idea that we segment for logical
reasons.
It means many things to many people, but the primary meaning
revolves around the cost.
Ultimately the cost of communicating efficiently and effectively is of
primary importance to a marketer.
2.Briefly define each of the four sets of primary segmentation variables. If you
could only use one of the four sets of variables to segment prospective students for the “part-time” MBA Program at your university or college, which would it be? Why did you choose this variable?
Question objective: To emphasize that there are different segmentation
variables
•Geographic: dividing a market into different geographic units—city, county , etc.
•Demographic: dividing a market into different groups based a priori variables such as age, income, etc.
•Psychographic: dividing a market into different groups based on social class, lifestyle, personality characteristics, etc.
•Behavioral dividing a market into different groups based on knowledge, attitude, use, or response.
It is likely that more than one segmentation variable will be used, but
in a part-time MBA program, the most important segmentation
variable would be geographic. Most part-time programs generally
have a driving radius of about 20 to 30 miles, and in that radius is
where 90 percent of the students reside.
3.The chapter discusses five requirements for effective segmentation. Suppose
you are a product manager in a regional fast-food restaurant company. You are listening to a presentation on a new sandwich wrap idea (chicken breast and okra), and it is your turn to ask questions. Write five questions that you would ask the person presenting this product idea. Each question should be directed at one of the five segmentation requirements.
Question objective: To focus on the criteria that should be used in
assessing the segment(s).
•How did you measure the size, purchasing power and profiles of the segment? (Measurable.)
•How will you reach this segment effectively and efficiently?
(Accessible.)
•Just how large is this market in annual sales dollars? (Substantial.)
•How have you differentiated this product from others?
(Differentiable.)
•Explain again why you believe we can, and should, do pursue this idea? (Actionable.)
•Discuss why or why not is it a good idea for a small company to adopt a differentiated segmentation strategy.
4.Is it a good idea for a small company to adopt a differentiated segmentation
strategy? Explain.
Question objective: To create an awareness of the separate
segmentation strategies.
No, it is not a good idea for a small company to pursue a differentiated
segmentation strategy. Firms who choose a differentiated segmentation
strategy pursue several markets that require separate marketing
mixes—this is generally not a good idea for a small business with
limited resources.
案例待讨论。