市场营销学（双语）学习通超星期末考试答案章节答案2024年

市场营销学（双语）学习通超星期末考试章节答案2024年JimisplanningonbuyinganexpensiveHDTVandherealizesthattherearefewdifferencesbetweenbrands.Jimisdisplayingcomplexbuyingbehavior.

答案:错AccordingtoMaslow'shierarchyofneedstheory,whenthemostimportantneedissatisfied,itwillceasetobeamotivator,andthepersonwillthentrytosatisfythenextmostimportantneed.

答案:对Aperson'soccupationhasnoeffectonthegoodsandservicesthatshebuys.

答案:错Childrenexertlittleinfluenceonfamilybuyingdecisions.

答案:错Onlinesocialnetworksrepresentanimportantavenuetocreatebuzzformarketers.

答案:对Whenacompanyhireslobbyiststoinfluencelegislationaffectingitsindustry,itistakingadefensivestancetowardthemarketingenvironment.

答案:错CompaniesinseveralindustrieshaverecognizedthebuyingpoweroftheLGBTsegmentoftheU.S.populationandhavebegunexplicitlytargetingtheseconsumerswithgay-specificadsandmarketingefforts.

答案:对Thedemographicenvironmentisofmajorinteresttomarketersbecauseitinvolvespeople,andpeoplemakeupmarkets.

答案:对TrudieJonesworksforadistributionchannelfirmthathelpsseveralelectronicscompaniesfindcustomersormakesalestothem.Trudieworksforareseller.

答案:对Theaimoftheentirevaluedeliverynetworkistoservetargetcustomersandcreatestrongrelationshipswiththem.

答案:对Marketingsuccessrequiresbuildingrelationshipswithothercompanydepartments,suppliers,marketingintermediaries,competitors,variouspublics,andcustomers,whichcombinetomakeupthecompany'svaluedeliverynetwork.

答案:对Themarketingmixreferstothesetofmarketingtoolsthefirmusestoimplementitsmarketingstrategy.

答案:对Humanneedsareshapedbycultureandindividualpersonality.

答案:错Marketingismanagingprofitablecustomerrelationships.

答案:对Thestartingpointofunderstandinghowconsumersrespondtovariousmarketingeffortsiscalledthestimulus-responsemodelofbuyerbehavior.

答案:对Themicro-environmentconsistsoflargersocietalforcesthataffectacompany,suchasdemographic,economic,political,andculturalforces.

答案:错AninvitationtogoskiingovertheweekendforcedDonnatolookathercurrentwardrobe.Sherealizedthatsherequiredawarmercoat.WhichofthefollowingstagesofthebuyerdecisionprocessdoesDonnaexemplify?

答案:needrecognitionCarrietendstopurchasevariousbrandsofbathsoap.Shehasneverbeenloyaltoaspecificbrandinsteadshedoesalotofbrandswitching.Carrieexhibits________.

答案:variety-seekingbuyingbehaviorForthepasttenyears,BillandMargarethavesavedmoneytogototheSuperBowlshouldtheirteam,theChicagoBears,reachthefinalsoftheNFCchampionship.Thisistheyear,andseveraltourcompaniesofferattractive,butverysimilar,packagestothegame.Sinceallpackagesareprettymuchthesame,theyhavechosenonethatfitstheirbudget.BillandMargaretaremostlikelyexhibiting________.

答案:dissonance-reducingbuyingbehaviorMaslow'stheoryisthat________canbearrangedinahierarchy.

答案:humanneedsHarley-Davidsonpromotesitsmotorcycleswithimagesofindependence,freedom,andpower.Harley-Davidsonhascreateda________.

答案:brandpersonalityManymarketersusetheself-conceptpremisethatpeople'spossessionscontributetoandreflecttheiridentities-thatis,"wearewhatweconsume."Accordingtothispremise,consumers________.

答案:buyproductstosupporttheirself-imageAbuyer'sdecisionsareinfluencedby________suchasthebuyer'sageandlife-cyclestage,occupation,economicsituation,lifestyle,personality,andself-concept.

答案:personalcharacteristicsRachellovesfashionandisalwaysseenwearingthetrendiestfashionoutfits.Sheactivelysharesherknowledgewithawidegroupoffriendsandcolleaguesaboutwheretoshopforthelatestfashionatgreatdeals.Mostofherfriendsandcolleaguesfollowherfashiontips.Rachelportraystheimageofa(n)________.

答案:opinionleaderAshoemanufacturingcompanyusesadsfeaturingthemembersofacountrymusicbandwiththehopethattheband'sfanswillseethemwearingthecompany'sshoesandhencepurchasethesamebrandofshoes.Theshoecompanybelievesthatthebandportraystheimageofa________totheband'sfans.

答案:referencegroupAccordingtothemodelofbuyerbehavior,whichofthefollowingisoneofthetwoprimarypartsofa"buyer'sblackbox"?

答案:buyer'sdecisionprocessWhichofthefollowingisoneoftheotherstimulipresentinabuyer'senvironmentapartfromamarketingstimuli?

答案:culturalstimuliKatrinaMendozaisaseniormanagerinamanufacturingfirmthathireslobbyiststoinfluencelegislationthataffectsthemanufacturingindustry.Katrina'sfirmtakesa(n)________stancetowardthemarketingenvironment.

答案:proactiveGovernmentsdeveloppublicpolicyto________.

答案:guidecommerceNewtechnologiesmostlikelyleadto________.

答案:newmarketsandopportunitiesAfirmdumpingchemicalwastesinthelocallakeis________.

答案:contributingtoincreasedpollutionAsaconsequenceofthegreenmovement,manycompaniesaredevelopingstrategiesandpracticesthatsupport________.

答案:environmentalsustainabilityThemarketingteamof7StarInc.,acompanymanufacturingsmartphones,iscurrentlystudyingthesize,density,location,age,andoccupationofitstargetmarket.Whichofthefollowingenvironmentsisbeingstudiedinthisscenario?

答案:demographicenvironmentRachelworksforafurniturecompanyinIreland.Sheisresponsibleforbuyingandsellinggoodsataprofittosmallretailers.Rachelmostlikelyoperatesina________market.

答案:resellerPrice&MaloneCorp.,acompanybasedinHouston,caterstoamarketofindividualsandhouseholdsthatbuygoodsandservicesforpersonalconsumption.Price&Malonecaterstoa________market.

答案:consumerLandPortTransportationandOmegaWarehousinghelpcompaniesmoveandstockgoodsfromtheirmanufacturingplantstotheirdestinations.Thesetwobusinessesareexamplesof________.

答案:physicaldistributionfirmsMariaworksforSigmaInc.,afirmthathelpscompaniestargetandpromotetheirproductstotherightmarkets.Sigmaismostlikelya________.

答案:marketingservicesagencyJonathanworksforafirmthatassistscompaniesinpromoting,distributing,andsellingtheirproductstoendconsumers.ThefirmJonathanworksforisa________.

答案:marketingintermediarySparexInc.isamanufacturerofmetalboltsthatareusedbyBoilexInc.tomanufactureheavymachineries.Inthisinstance,Sparexactsasa________.

答案:supplierWhichofthefollowingstrategieswouldacompanymostlikelyusetoincreasecustomersatisfaction?

答案:loweringpricesSallyrecentlypurchasedBrandXlotion.IncomparingherperceptionofhowthelotionmadeherskinfeelandlooktoherexpectationsaboutBrandXlotion,Sallywasmeasuringherlevelof________.

答案:customersatisfactionWhichofthefollowingmarketingstrategiesshouldmarketingmanagersfocusontomanagedetailedinformationaboutindividualcustomersandcarefullymanagecustomertouchpointstomaximizecustomerloyalty?

答案:customerrelationshipmanagementWhichofthefollowingisthemostlikelyresultofamarketingstrategythatattemptstoserveallpotentialcustomers?

答案:NotallcustomerswillbesatisfiedSomefast-foodrestaurantsoffertastyandconvenientfoodataffordableprices,butindoingsotheycontributetoanationalobesityepidemicandenvironmentalproblems.Thesefast-foodrestaurantsoverlookthe________philosophy.

答案:societalmarketingconcept________marketingispracticedbyanorganizationthatunderstandsandanticipatescustomerneedsevenbetterthancustomersthemselvesdoandcreatesproductsandservicestomeetcurrentandfutureneeds.

答案:Customer-drivingWhichofthefollowingisacharacteristicofcustomer-drivenmarketing?

答案:CustomersknowwhattheywantWhichofthefollowingusesacustomer-centered"sense-and-respond"philosophyratherthanaproduct-centered"make-and-sell"philosophy?

答案:themarketingconceptWhichofthefollowingmarketingorientationscallsforaggressivepromotionaleffortsandfocusesoncreatingtransactionsratherthanlong-termcustomerrelationships?

答案:thesellingconceptHenryFord'sphilosophywastoperfecttheModelTsothatitscostcouldbereducedfurtherforincreasedconsumeraffordability.Thisreflectsthe________concept.

答案:productionWhichofthefollowingmarketingmanagementconceptsismostlikelytoleadtomarketingmyopia?

答案:productconceptWhichofthefollowingmarketingmanagementorientationsfocusesprimarilyonimprovingefficienciesalongthesupplychain?

答案:productionconceptWhenmarketerssetlowexpectationsforamarketoffering,theyruntheriskof________.

答案:failingtoattractenoughcustomersGregWilliamsnowhasthebuyingpowertopurchasethedesktopcomputerthathehaswantedforthelastsixmonths.Greg'swantnowhasbecomea(n)________.

答案:demandAccordingtothefive-stepmodelofthemarketingprocess,acompanyshould________beforedesigningacustomer-drivenmarketingstrategy.

答案:understandthemarketplaceandcustomerneedsandwantsAccordingtothefive-stepmodelofthemarketingprocess,whichofthefollowingisthefinalstepincreatingvalueforcustomers?

答案:buildingprofitablerelationshipsandcreatingcustomerdelightWhichofthefollowingisNOTanaccuratedescriptionofmodernmarketing?

答案:MarketingemphasizessellingandadvertisingexclusivelyAconsumerpurchasingasweepingrobot(whichisexpensiveandforwhichabrand'snamematters)wouldprobablyresultin_____buyingbehavior.

答案:complexNowadaysitstrendyforyoungconsumerstofollow“WangHong”forclothsshopping.Inmarketingwesee“WangHong”asatypeof

答案:OpinionleadersWhichofthefollowingeconomicfactorscandirectlyimpactonconsumerbuyingpowerandspendingpattern?

答案:IncomeWhichofthefollowingistheinfluenceofpoliticsonmarketingdecisions?

答案:GovernmentStrategiesSupplierscannotaffectanorganizationinthewayof?

答案:helpthecompanyfinancetransactionsWhichtypeofpartnerinthefollowingisintheexternalpartnergroup?

答案:MarketingIntermediariesThe________environmentisdirectlycontrollablebytheorganization.

答案:InternalLess-for-much-lesspositioninginvolvesmeetingconsumers'lowerperformanceorqualityrequirementsatamuchlowerprice.

答案:对Totheextentthatacompanycandifferentiateandpositionitselfasprovidingsuperiorcustomervalue,itgainscompetitiveadvantage.

答案:对Atargetmarketconsistsofasetofbuyerswhosharecommonneedsorcharacteristicsthatthecompanydecidestoserve.

答案:对Individualmarketingisalsoknownasone-to-onemarketing,masscustomization,andmarkets-of-onemarketing.

答案:对Whenusinganichemarketingstrategy,afirmgoesafteralargeshareofoneorafewsmallersegments.

答案:对Marketersusuallylimittheirsegmentationanalysistoonlyonemajorvariable.

答案:错Whensegmentingbyuserstatus,marketsaresegmentedintolight,medium,andheavyproductusers.

答案:错Thecustomer-drivenmarketingstrategyinvolvesfoursteps:marketsegmentation,markettargeting,differentiation,andpositioning.

答案:对Forinternationalresearchers,languageisaprimaryobstacle.

答案:对Customerrelationshipmanagementhelpsmanagedetailedinformationaboutindividualcustomersandmaximizecustomerloyalty.

答案:对Thefirstquestioninaquestionnaireshouldbeintentionallydifficultandcomplicatedinordertoweedoutuninterestedrespondents.

答案:错Personalinterviewscanbeusedtocollectlargeamountsofinformationatalowcostperrespondent.

答案:错Therealvalueofmarketingresearchliesinthecustomerinsightsthatitprovides.

答案:对Internalinformationisalmostalwayssufficientformakingmarketingdecisions.

答案:错Dataagesquickly.

答案:对Internaldatabasesusuallycanbeaccessedmorequicklyandcheaplythanotherinformationsources.

答案:对Externaldatabasesareelectroniccollectionsofconsumerandmarketinformationobtainedfromdatasourceswithinacompany'snetwork.

答案:错Withtherecentexplosionofinformationtechnologies,companiesarefindingitdifficulttogeneratemarketinginformationingreatquantities.

答案:错Demographicsegmentationdividesbuyersintosegmentsbasedontheirknowledge,attitudes,uses,orresponsesconcerningaproduct

答案:错SymbolssuchastheMcDonald'sgoldenarches,thecolorfulGooglelogo,theNikeswoosh,orApple's"bitemark"logoprovidestrongcompanyorbrandrecognitionandareindicativeof________differentiation.

答案:imageKingerAutospecializesinsellinglow-qualityusedvehiclesthatarepricedagooddeallowerthanotherusedcars.Whichofthefollowingvaluepropositionsisevidenthere?

答案:lessformuchlessThewinningvaluepropositionwouldbetooffer________.

答案:moreforless________positioninginvolvesprovidingthemostupscaleproductorserviceandchargingahigherpricetocoverthehighercosts.

答案:MoreformoreThrough________differentiation,brandscanbedifferentiatedonfeatures,performance,orstyleanddesign.

答案:productTotheextentthatacompanycandifferentiateandpositionitselfasprovidingsuperiorcustomervalue,itgains________.

答案:competitiveadvantage________showsconsumerperceptionsofacompany'sbrandsversuscompetingproductsonimportantbuyingdimensions.

答案:Positioningmaps________marketingismoresuitedforproductsthatvaryindesign.

答案:Differentiated________marketingismoresuitedforuniformproducts,suchasgrapefruitorsteel.

答案:UndifferentiatedShineEnterprisesmassproducesanall-purposefloorcleanerthatisaimedatthewholemarket.Thisfirmusesa(n)________marketingstrategy.

答案:undifferentiatedWhichofthefollowingmarketingstrategiesismostsuitableforsmallerfirmswithlimitedresources?

答案:nichemarketingWhichofthefollowingisadisadvantageofusingadifferentiatedmarketingstrategy?

答案:thecostsofdoingbusinessincreaseAmarket-coveragestrategyinwhichafirmdecidestotargetseveralmarketsegmentsanddesignsseparateoffersforeachisknownas________.

答案:differentiatedmarketingAsegmentislessattractiveifit________.

答案:alreadycontainsmanystrongandaggressivecompetitorsDifferentsoftdrinkstargetdifferentpersonalities.Thisisanexampleof________segmentation.

答案:psychographicMarketsegmentsthatcanbeeffectivelyreachedandservedare________.

答案:accessibleBailey'sBurgerspromotestheBailey'sJumboBurgerasafunsnackforteensandyoungadults.Inthisinstance,Bailey'sBurgersispracticing________segmentation.

答案:ageandlife-cycleAmarketsegmentthatislargeenoughorprofitableenoughtoserveis________.

答案:substantialPapillon,apopularretailerofchicwomen'sclothing,segmentsitsmarketaccordingtoconsumerlifestyles.Papillonmostlikelyuses________segmentationforsegmentingitsmarket.

答案:psychographicPacificFisheriesdividesitscustomersintodifferentregionalunits,suchasAsia,Australia,andtheAmericas.Thisisanexampleof________segmentation.

答案:geographicWhichofthefollowingreferstoabehavioralsegmentationvariablethatinvolvessegmentingmarketsintononusers,ex-users,potentialusers,first-timeusers,andregularusersofaproduct?

答案:userstatusMarketerswhouse________oftensegmenttheirmarketsbyconsumerlifestylesandbasetheirmarketingstrategiesonlifestyleappeals.

答案:psychographicsegmentation________segmentationhaslongbeenusedinclothing,cosmetics,toiletries,andmagazines.

答案:GenderDeltaMotorworksmarketsitscarsbasedontheage,gender,andincomeofitscustomers.Whichofthefollowingtypesofmarketsegmentationisevidenthere?

答案:demographicsegmentationWhenmarketersatFair&LeighInc.selectedthegenerationafter90s,ademographicgroupthatincludesmanycollegestudents,asanuntappedgroupofpotentialcustomersfortheirnewlineofproducts,theywereengagingin________.

答案:markettargetingWhilecreatingresearchquestionnaires,researchersmustparticularlyAVOIDtheuseof________.

答案:biasedphrasingWhichofthefollowingisanexampleofanopen-endedquestion?

答案:Howisvotinggoingtohelpthenation?A(n)________isasegmentofthepopulationselectedformarketingresearchtorepresentthepopulationasawhole.

答案:sampleWhichformofmarketingresearchinvolvestalkingwithpeopleintheirhomesoroffices,onthestreet,orinshoppingmalls?

答案:individualinterviewingWhichofthefollowingcontactmethodsisthemostcost-effective?

答案:onlinesurveysObservationisbestsuitedfor________research.

答案:exploratory________involvesgatheringprimarydatabycloselyexaminingrelevantpeople,actions,andsituations.

答案:ObservationalresearchCommercialonlinedatabasesarerichsourcesforobtaining________.

答案:secondarydataInformationcollectedfromInternetsearchenginesisanexampleof________data.

答案:secondarySecondarydataconsistof________.

答案:informationthatalreadyexistssomewhere,havingbeencollectedforanotherpurposeWhichofthefollowingisthefinalstepofthemarketingresearchprocess?

答案:interpretingandreportingthefindingsWhichofthefollowingisthefirststepinthemarketingresearchprocess?

答案:definingtheproblemandobjectivesofthestudyInthisscenario,whichofthefollowingisrepresentativeofcompetitivemarketingintelligence?

答案:collectingdataaboutcompetitorsFirmsusecompetitivemarketingintelligenceto________.

答案:gainearlywarningsofcompetitormovesandstrategiesWhichofthefollowingisadisadvantageofusinginformationfrominternaldatabases?

答案:InternalinformationmaybeincompleteorinthewrongformformakingmarketingdecisionsWhichofthefollowingisanadvantageofusinganinternaldatabase?

答案:InternaldatabasescanbeaccessedmorequicklyandcheaplythanotherinformationsourcesInformationinacompany'sdatabasecancomefrommanysources.Anadvantageofharnessingsuchinformationisto________.

答案:gaincompetitiveadvantageKei,aseniormarketingmanagerofapizzeriainNorthFlorida,iscurrentlyresearchingelectroniccollectionsofconsumerinformationwithinthecompanynetworktoarriveatcrucialmarketingdecisions.Inthisinstance,Keiisusing________.

答案:internaldatabasesAnMISusershouldmostlikelybeableto________.

答案:developcustomerinsightsWiththerecentexplosionofinformationtechnologies,________.

答案:mostmarketingmanagersareoverloadedwithdataandoftenoverwhelmedbyitWhichofthefollowingcustomerquestionsisansweredbyacompany'svalueproposition?

答案:"WhyshouldIbuyyourbrandratherthanacompetitor's?"Anorganicfarmerhasidentifiedthreedistinctgroupsthatmightbeinterestedinhisproducts:vegetarians,health-consciousindividuals,andpeopleidentifiedastrendsetterswhotryoutnewproductsinthemarketbeforeothers.Thesethreegroupsareexamplesof________.

答案:marketsegmentsCathy'sClothesisasmallyetsuccessfulretailchainthatsellswomen'sclothingandaccessorieswithafocusonbuyerswhohaverelativelymodestmeans.Forthisspecificpurpose,thefirmhasrolledoutseveralmarketinginitiativesaimedatwomenofaspecificdemographic.Thisisanexampleof________.

答案:targetmarketingDuetogovernmentrestrictions,foreigntechnologicalcompaniesarenotabletoenterthemilitaryindustrysegmentinourcountry.Thisimpliesmarketersthataneffectivesegmentationmustbe:

答案:AccessbleAcandymanufacturersegmenteditsmarketintolightuser,mediumuserandheavyuser.Whichsegmentationvariablehadthiscompanyapplied?

答案:BehavioralWhendevelopMIS,toomuchinformationcanbeasharmfulastoolittle.Managersmayomitthingstheyoughttoknow.Thisimpliestheimportanceof

答案:AmountofinformationWhichtypeofcontactmethodforprimarydatacollectionismostcostefficiency?

答案:OnlineWhichtypeofmarketingresearchistotesthypothesesaboutcause-and-effectrelationships?

答案:CausalresearchAdvertisinginvolvesapersonalpresentationbythefirm'ssalesforceforthepurposeofmakingsalesandbuildingcustomerrelationships.

答案:错Verticalconflictoccursamongfirmsatthesamelevelofthechannel.

答案:错Thenumberofproductssuppliedindicatesthelengthofachannel.

答案:错Producersuseintermediariesbecausetheycreategreaterefficiencyinmakinggoodsavailabletotargetmarkets.

答案:对Acompany'schanneldecisionsdirectlyaffectthepricesofitsproducts.

答案:对Downstreammarketingchannelpartners,suchaswholesalersandretailers,formavitallinkbetweenthefirmanditscustomers.

答案:对Inapuremonopoly,themarketconsistsofmanybuyersandsellerswhotradeoverarangeofpricesratherthanasinglemarketprice.

答案:错Ifdemandchangesgreatlywithprice,thedemandisinelastic.

答案:错Cost-basedpricingisoftenproductdriven.

答案:对Unsoughtproductsareproductsthatthecustomerusuallybuysfrequently,immediately,andwithaminimumofcomparisonandbuyingeffort.

答案:错Theaugmentedproductistheactualproductplusthevariousservicesandbenefitsofferedwithit,suchasawarranty,freedelivery,installation,andmaintenance.

答案:对Brandingdecisionsincludedeterminingaproductprice.

答案:错Priceshaveadirectimpactonafirm'sbottomline.

答案:对ExtelInc.,ahomeappliancemanufacturer,usessalesrepresentativestosellitsproductstowholesalersandindividualcustomers.Thisisanexampleof________.

答案:personalsellingWhichofthefollowingisoneofthefivemajorpromotiontools?

答案:directmarketingForwhichproductwouldacompanyuseanexclusivedistributionstrategy?

答案:luxurycarsForwhichofthefollowingproductswouldtheintensivedistributionstrategymostlikelybeused?

答案:softdrinksWhichofthefollowingisanenvironmentalfactorthataffectschannelobjectivesanddesign?

答案:economicconditionsTheBookwormbegandeliveringbooksdirectlytocustomersthroughmailinsteadofsellingthroughbrick-and-mortarcompanies.Thisisanexampleof________.

答案:disintermediationMovieGiantsoffersDVDrentalsthroughitsWebsite.ItalsooffersDVDrentalsviaStarCitystores.Thisisanexampleofa(n)________distributionsystem.

答案:multichannelStylize,Inc.openedanonlinestorethattriggereddisagreementsbetweenheadquartersandthefirm'sexclusivedealers.Thistypeofadisagreementisknownasa(n)________conflict.

答案:verticalThemanagementoftwoPanizzarestaurantshasanongoingdisagreementoverthediscountrategiventostudentsfromthelocalhighschool.Thisisanexampleof________conflict.

答案:horizontalConflictthatoccursamongfirmsatthesamelevelofthemarketingchannelisknownas________conflict.

答案:horizontalWhichofthefollowingisatypeofflowthatconnectsallinstitutionsinamarketingchannel?

答案:paymentflowAmarketingchannelthatconsistsofoneormoreintermediariesisknownasa(n)________marketingchannel.

答案:indirectAtitsmostbasicform,amarketingchannelconsistsoftheproducerandthe________.

答案:consumerIna(n)________channel,thesamememberbothproducesanddistributesaproductorservicetoconsumers.

答案:directInwhichsituationisthemarketdominatedbyoneseller?

答案:puremonopolyThemovieindustryinacountryiscontrolledbysixlargestudiosthatreceive90percentoftheannualrevenuesfrommovies.Thisisanexampleofa(n)________.

答案:oligopolisticcompetitionWithaccumulatedproductionexperienceandahighervolumeofproduction,companiesnotonlybecomemoreefficientbutalso________.

答案:gaineconomiesofscaleThefixedcostinmanufacturingasingleLEDmonitoris$40andthevariablecostis$12.Ifthecompanyexpectstomanufacture5,000monitors,thetotalcostswouldbe________.

答案:$260,000WhenMcDonald'sandotherfastfoodrestaurantsoffer"valuemenu"itemsatsurprisinglylowprices,theyaremostlikelyusing________pricing.

答案:good-value________pricingusesbuyers'perceptionsofvalueasthekeytopricing.

答案:Customervalue-basedWhatsetstheceilingforproductprices?

答案:customerperceptionsoftheproduct'svalue________istheonlyelementinthemarketingmixthatproducesrevenue.

答案:PriceWhenKraftfocusedoncostcuttingwithitsolder,establishedbrands,leavingthemtowitherwithoutmuchinvestmentormodification,Kraftdecidedto________theolderproducts.

答案:harvestP&GhassoldoffanumberoflesserordecliningbrandssuchasOxydoldetergentandJifpeanutbutter.Intheseexamples,managementdecidedto________theproducts.

答案:dropApple'siPodhasbeencalled"oneofthegreatestconsumerelectronicshitsofalltime."iPodshavebeensoldinhugenumbers,andApplecapturesalargeshareofthemusicplayermarket.Thissuccesshasattractedmanylarge,resourcefulcompetitors.TheiPodisinthe________stageoftheproductlifecycle.

答案:maturityWhichofthefollowingwouldleadtogreatercompetitioninthematuritystageofthePLC?

答案:overcapacityWhichstageintheproductlifecycleischaracterizedbyrapidmarketacceptanceandincreasingprofits?

答案:growthWhichofthefollowingisanexampleofaconvenienceproduct?

答案:fastfood________areindustrialproducts.

答案:OfficesuppliesProductplannersneedtoconsiderproductsandservicesonthreelevels.Eachleveladdsmorecustomervalue.Themostbasiclevelisthe________,whichaddressesthequestion,"Whatisthebuyerreallybuying?"

答案:corecustomervalueWhichofthefollowingproductofferingsisintangible?

答案:ataxirideWhichofthefollowingexemplifiesaservice?

答案:retail请按顺序分别写出：地理细分、人口细分、心理细分和行为细分

答案:GeographicSegmentation;Demographic;Segmentation;Psycho-graphic;Segmentation；Psychographic;Segmentation;Behavioral;Segmentation客户关系管理CRM

答案:CustomerRelationshipManagement营销观念

答案:MarketingOrientation；MarketingOrientations；MarketingConcept；MarketingManagementOrientations；MarketingManagementOrientation请按顺序分别写出：战略、战术

答案:Strategy;Tactic；Tactics营销组合

答案:MarketingMix请按顺序写出4P营销组合的内容：产品、价格、渠道、促销

答案:Product;Price;Place；Channel;Promotion请按顺序写出STP战略的内容：市场细分、目标市场选择、定位

答案:Segmentation；Segmenting；marketsegmentation;Targeting;Positioning轻按顺序分别写出：顾客感知价值、顾客满意

答案:Customerperceivedvalue;Customersatisfaction请按顺序分别写出：营销短视、营销远见

答案:Marketingmyopia；Marketmyopia;Marketingvision；Marketvision请按顺序分别写出：基本需求、欲望、消费需求

答案:Needs;need;wants;want;demands;demand价格敏感度

答案:pricesensitivity供应商能力

答案:powerofsuppliers采购点促销

答案:point-of-purchase(POP)promotion宏观环境

答案:macroenvironment本地化战略

答案:localizationstrategy产品线扩展

答案:lineextension产品生命周期的成长阶段

答案:growthstageofproductlifecycle整合营销传播

答案:integratedmarketingcommunication

(IMC)独家分销

答案:exclusivedistribution评估替代品/各种选择