NCUT市場(chǎng)營(yíng)銷管理習(xí)題、案例冊(cè)

1、XXXXNCUT 市場(chǎng)營(yíng)銷管理習(xí)題、案例冊(cè)市場(chǎng)營(yíng)銷治理習(xí)題1第 1 章 市場(chǎng)與市場(chǎng)營(yíng)銷 1第 2 章 市場(chǎng)營(yíng)銷環(huán)境總論4第 3 章 消費(fèi)者市場(chǎng)及其購(gòu)買行為 6第 4 章組織市場(chǎng)及其購(gòu)買行為10第 5 章競(jìng)爭(zhēng)性營(yíng)銷戰(zhàn)略13第 6 章目標(biāo)市場(chǎng)戰(zhàn)略16第 7 章產(chǎn)品策略與治理22第 8 章價(jià)格和價(jià)值治理27第 9 章分銷渠道設(shè)計(jì)與治理32第 10 章 整合營(yíng)銷溝通35第 11 章市場(chǎng)營(yíng)銷打算與執(zhí)行43市場(chǎng)營(yíng)銷治理案例 46導(dǎo)言：如果進(jìn)行案例分析 46案例1海王集團(tuán)品牌整合52案例2iPad 降價(jià)帶來(lái)的苦惱57案例3雅芳的渠道轉(zhuǎn)型之痛60案例 4 哈奇公司的“三位一體”營(yíng)銷傳播策略65市場(chǎng)營(yíng)銷治理習(xí)題

2、第 1 章 市場(chǎng)與市場(chǎng)營(yíng)銷一、概念題1. 判定1) 市場(chǎng)是商品交換的場(chǎng)所2) 市場(chǎng)營(yíng)銷觀念堅(jiān)持以生產(chǎn)者為中心3) Marketing is a philosophy that stressescustomer satisfaction and a set of activities used to implement this philosophy4) The societal marketing concept involves considering society's longterm best interests along with the satisfaction of c

3、ustomer wants and need s2. 選擇 (可多選 )1) 市場(chǎng)營(yíng)銷理論20 世紀(jì)初產(chǎn)生在。A、美國(guó)B、法國(guó)C、日本D、英國(guó)E、德國(guó)2) 從營(yíng)銷的角度看待市場(chǎng)，市場(chǎng)是由 、 和有機(jī)組成的總和。A、供求B、人口C、場(chǎng)所D、購(gòu)買力E、購(gòu)買欲望3) When a company sets its goals and strategies based on what the current plant equipment can produce, what products engineering can desig n, and what the company itself ca

4、n do best, it is said to have a:a. marketplace orientationb. sales orientationc. marketing orientationd. customer orientatione. production orientation4) Firms with aorientation focus on the internal capabilities of the firm rather than on the desires and needs of the marketplace.a. sales b. producti

5、on c. marketing d. customer e. retailing3. 簡(jiǎn)答1) AMA 對(duì)“市場(chǎng)營(yíng)銷”的最新定義是什么？2) Does a sales-oriented firm defines its business in terms of the ben efits its customers seek?二、懂得題1. 判定1) 服務(wù)企業(yè)的所有雇員都需要堅(jiān)持顧客導(dǎo)向，因?yàn)轭櫩蜁?huì)埋怨較差的 服務(wù)2) 市場(chǎng)營(yíng)銷觀念促使企業(yè)提供消費(fèi)者買得起又情愿買的產(chǎn)品和服務(wù)3) The ultimate goal of most marketing-oriented firms is pro

6、fitability that results from satisfying the wants and needs of its consumers4) While most marketing organizations rely on various forms of pro motion to succeed, sales-oriented organizations emphasize effective use of each of the four P's2. 選擇 (可多選 )1) 社會(huì)營(yíng)銷觀念強(qiáng)調(diào) 利益、 利益、 利益的和諧一致。A、社會(huì) B、銀行C、消費(fèi)者 D、公

7、眾E、企業(yè)和職工2) 堅(jiān)持生產(chǎn)導(dǎo)向的企業(yè)不適合在下列哪種情境下生存？A、幾乎沒有競(jìng)爭(zhēng)B、供不應(yīng)求 C、市場(chǎng)需求持續(xù)變化D、企業(yè)生產(chǎn)的確實(shí)是市場(chǎng)需要的3) Four competing philosophies strongly influence the role of marketi ng and marketing activities within an organization. The following terms re fer to these philosophies EXCEPT:a. sales orientationb. societal marketing orient

8、ation c. marketing orientation d. profitability orientatione. production orientation4) One problem with theapproach to marketing is its failure to consider whether what the firm produces most efficiently also me ets the needs of the marketplace.a. customer orientationb. societal orientationc. discou

9、nt orientationd. marketing orientatione. production orientation3. 簡(jiǎn)答1) 什么原因把需要與欲望兩者區(qū)別開來(lái)對(duì)營(yíng)銷者是專門重要的？2) Should a marketing-oriented firm defines its business in terms of t he benefits its customers seek, why?三、分析與應(yīng)用題1. 請(qǐng)掃瞄戴爾(DELL)公司、惠普(HP)公司以及聯(lián)想(Lenovo)集團(tuán)的 網(wǎng)站，查詢與電腦有關(guān)的描述，試用現(xiàn)代營(yíng)銷理念給予評(píng)判。2. Tom and Dave cra

10、ft wooden replicas of antique trunks. They deci ded to start their own business because they had successfully made beauti ful trunks as gifts for their wives and mothers, the construction was relati vely easy, they owned the woodworking equipment, and they were both t alented cabinet makers by trade

11、. What s the orientation of Tom and Dav e's business, why? Please express your opinion in detail.3. 在市場(chǎng)營(yíng)銷觀念成為眾多企業(yè)經(jīng)營(yíng)哲學(xué)后，一位經(jīng)理如此闡述自己的看法： “人們并不了解自己需要的東西，他們只需要了解的東西” 。試評(píng) 判之。4請(qǐng)走訪離你較近的一家電子商城或手機(jī)專賣店，佯裝成一個(gè)欲購(gòu)買手機(jī)的顧客，認(rèn)真觀看手機(jī)銷售空間的情形，并和銷售人員進(jìn)行10 分鐘左右的攀談，通過觀看和交流，運(yùn)用你在本章所學(xué)的知識(shí)，對(duì)該手機(jī)專柜給予評(píng)判，關(guān)于存在的咨詢題嘗試提出改進(jìn)意見。第 2 章 市場(chǎng)營(yíng)銷環(huán)

12、境總論一、概念題1. 判定1) 市場(chǎng)營(yíng)銷環(huán)境是瞬息萬(wàn)變的 2) 市場(chǎng)營(yíng)銷的間接環(huán)境是客觀的，不可控的因素 3) The process of environmental scanning involves collecting and eva luating information from the external environment4) Couples in which both husbands and wives have jobs are called b aby boomers2. 選擇 (可多選)1) 市場(chǎng)營(yíng)銷環(huán)境大致可分為 和。A、宏觀環(huán)境 B、直截了當(dāng)營(yíng)銷環(huán)境 C、間接營(yíng)

13、銷環(huán)境 D、微觀環(huán) 境 E、中觀環(huán)境2) 阻礙企業(yè)營(yíng)銷活動(dòng)的微觀環(huán)境因素除企業(yè)自身外，還有。A、供應(yīng)商 B、競(jìng)爭(zhēng)者 C、營(yíng)銷中介D、顧客 E、公眾3) When a company implements strategies that attempt to shape the external environment in which it operates, it is engaging in:a. mold planningb. environmental managementc. conditioningd. market controle. counter-threat managem

14、ent4) The process of collecting and analyzing information about the exte rnal conditions that affect a business and its customers is called:a. defensive marketingb. economic manipulationc. environmental scanningd. outer directednesse. legislative planning3. 簡(jiǎn)答1) 機(jī)會(huì)威逼綜合矩陣是什么？2) What does GDP mean?二、懂

15、得題1. 判定1) 企業(yè)抓住并利用了市場(chǎng)機(jī)會(huì)就一定能賺鈔票 2) 對(duì)環(huán)境威逼，企業(yè)只能采取對(duì)抗策略 3) While a single firm cannot control the elements in the external en vironment, a firm can sometimes influence that environment4) To be successful, marketers should control the elements in the ext ernal environment and the four P's of the market

16、ing mix2. 選擇 (可多選)1) 關(guān)于營(yíng)銷人員而言，外部環(huán)境可被視為 的來(lái)源。A、機(jī)會(huì)和威逼B、威逼和優(yōu)勢(shì)C、新顧客和潛在顧客D、機(jī)會(huì)和劣勢(shì)2) 營(yíng)銷部門在制定和實(shí)施營(yíng)銷目標(biāo)與打算時(shí)要。A 、 注意考慮企業(yè)外部環(huán)境力量B 、 注意考慮企業(yè)內(nèi)部環(huán)境力量C、爭(zhēng)取獲得治理層的懂得和支持D、爭(zhēng)取得到政府的支持3) Marketing managers cannot control certain elements that continuall y mold and reshape consumers and the marketplace. These elements are t he:a

17、. product itselfb. external environmentc. sales forced. distribution strategye. research department4) The external environment:a. can be controlled in much the same manner as the internal market ing mix is controlled and plannedb. is too complex for a marketing manager to competently deal with on a

18、strategic levelc. remains stable and unchanging over timed. can be ignored by a very profitable and successful companye. must be monitored and understood3. 簡(jiǎn)答1) 如何分析營(yíng)銷環(huán)境給企業(yè)營(yíng)銷活動(dòng)帶來(lái)的機(jī)會(huì)與威逼？2) What should firms do to survive in the changing environment?三、分析與應(yīng)用題1. 總結(jié)技術(shù)環(huán)境的變化趨勢(shì)，分析它對(duì)高技術(shù)企業(yè)的阻礙并舉例詳細(xì)講明。3.網(wǎng)絡(luò)查詢有關(guān)資

19、料：Google發(fā)表退出中國(guó)內(nèi)地市場(chǎng)聲明2010年3月24日，Google中國(guó)發(fā)表正式聲明，針對(duì) Google退出中國(guó) 內(nèi)地市場(chǎng)一事做出詳細(xì)講明。關(guān)于谷歌中國(guó)的最新聲明 (原文 )David Drummond, SVP, Corporate Development and Chief Legal Offi cer據(jù)此分析政治、法律、文化等社會(huì)環(huán)境對(duì)該企業(yè)在中國(guó)內(nèi)地營(yíng)銷活動(dòng)的阻礙？第 3 章 消費(fèi)者市場(chǎng)及其購(gòu)買行為一、概念題1. 判定1) 在每種文化中，往往還存在許多在一定范疇內(nèi)具有文化同一性的群體，或者講是更小規(guī)模的文化，它們被稱作亞文化群2) 有關(guān)群體是指對(duì)消費(fèi)者的態(tài)度、價(jià)值觀和購(gòu)買行為能產(chǎn)

20、生直截了當(dāng)或者間接阻礙的個(gè)人或者群體3) In high-involvement buying situations, consumers learn in an almo st random fashion, by buying products first and then evaluating them4) Maslow's hierarchy of needs categorizes human needs into four le vels: physiological needs, safety needs, social needs, and self-actualiza

21、tion2. 選擇 (可多選 )1) 阻礙消費(fèi)者購(gòu)買行為的要緊因素有。A、經(jīng)濟(jì)因素B、收入因素C、社會(huì)因素 D、情感因素E、心理因素2) 購(gòu)買者黑箱包括。A、購(gòu)買者特點(diǎn)B、購(gòu)買者決策過程C、營(yíng)銷中介D、公眾3) The steps of the consumer decision-making process are:a. problem recognition, evaluation of alternatives, reevaluation, purcha se decision, postpurchase behaviorb. problem recognition, stimulus

22、response, evaluation of alternativ es, purchase decision, postpurchase behaviorc. problem recognition, information search, purchase decision, pos tpurchase evaluationd. stimulus, information search, problem redefinition, evaluation o f alternatives, product trial, purchase decision, reevaluatione. s

23、timulus, problem recognition, information search, evaluation of alternatives, purchase, outcome, and postpurchase behavior4) After a problem is recognized, a consumer may be motivated to c larify the options available and generate an evoked set of brands. This ste p in the decision process is a(n):a

24、. evaluation of alternativesb. information searchc. cognitive dissonanced. classification stagee. external stimulus3. 簡(jiǎn)答1) 什么是復(fù)雜型購(gòu)買？2) What does Attitude mean?二、懂得題1. 判定1) 對(duì)衣食住行的需要是每個(gè)人都有的，因此講所有人的需要差不多上一樣的 2) 顧客的購(gòu)買動(dòng)機(jī)是多種多樣的 3) If consumer behavior is not well understood, a marketer will have difficult

25、y creating an appropriate marketing mix because of the associated uncertainty4) While marketing managers would like to think they play a role, o nly consumers can reduce their cognitive dissonance2. 選擇 (可多選)1) 按照消費(fèi)者需要的產(chǎn)生和起源，能夠把消費(fèi)需要分為 和_。A、生理性需要B、生存需要C、享受需要D、社會(huì)性需要E、進(jìn)展需要2) 體育明星和電影明星是其崇拜者的 。A、成員群體 B、直截

26、了當(dāng)參照群體C、厭惡群體D 、向往群體3) When Genet goes to the grocery store every other week, he buys the same brands of coffee, milk, cereal, and dog food. This type of buyi ng behavior is calleda. motivational responseb. extensive decision makingc. routine response behaviord. limited decision makinge. situation co

27、nvenience4) Tom Hanks needs to buy new stereo equipment, yet he knows tha t there a number of choices available and many places to buy such equip ment. He has never purchased this type of equipment before. What kind of purchase decision process would he most likely employ?a. low-involvement problem

28、solvingb. low-involvement decision makingc. extensive decision makingd. limited decision makinge. routine response behavior3. 簡(jiǎn)答1) 社會(huì)文化因素對(duì)消費(fèi)者行為的阻礙對(duì)企業(yè)營(yíng)銷產(chǎn)生什么啟發(fā)？2) Is the advertisement a stimulus that comes from an outside sourc e, why?三、應(yīng)用題1. 請(qǐng)掃瞄新浪網(wǎng)站，選擇該主頁(yè)上三個(gè)廣告，找出用來(lái)吸引受眾注意力的所有可能的刺激因素，試從消費(fèi)者知覺的角度對(duì)其加以評(píng)判。2

29、. Talk to the drinkers around you, and identify their needs and moti vation of consuming wines.3. 訪咨詢一名外國(guó)同學(xué)或一名少數(shù)民族同學(xué)，了解并報(bào)告其文化價(jià)值觀、 風(fēng)俗習(xí)慣與你所在民族的差異， 這些差異對(duì)企業(yè)的營(yíng)銷活動(dòng)有何啟發(fā)？4. 在電視或報(bào)紙、雜志上找到一則重點(diǎn)體現(xiàn)自我實(shí)現(xiàn)需要的廣告和一則重點(diǎn)體現(xiàn)安全需要的廣告，講明這兩則廣告是如何分別體現(xiàn)這兩種需要的以及企業(yè)什么原因要迎合這兩種需要的？5. 訪咨詢 5 名同學(xué)，詢咨詢他們購(gòu)買電腦的過程，了解他們什么原因購(gòu)買電腦、如何搜集信息、決策的標(biāo)準(zhǔn)、如何購(gòu)

30、買、購(gòu)買后的使用消費(fèi)和處置情形，以及購(gòu)買過程中的參與者和各自扮演的角色，比較不同訪咨詢對(duì)象的異同之處。6. 分別訪咨詢 5 名你班和外班的大學(xué)生，確定他們最喜愛或最崇拜的3 位明星， 詢咨詢他們對(duì)這些明星有哪些方面的了解？他們是否看過這些明星做過的廣告和使用過廣告中的產(chǎn)品？將你的研究結(jié)果寫成一份報(bào)告。第 4 章 組織市場(chǎng)及其購(gòu)買行為一、概念題1. 判定1) 組織市場(chǎng)的購(gòu)買者往往通過中間商進(jìn)行采購(gòu) 2) 個(gè)人因素指生產(chǎn)者用戶內(nèi)部參與購(gòu)買過程人員的年齡、教育、個(gè)性等因素，它們對(duì)生產(chǎn)者購(gòu)買行為有一定阻礙3) Business-to-businessmarketing is the marketing

31、 of goods and servi ces to individuals and organizations for the purpose of personal consumpti on4) Any firm that purchases goods and services to make a profit by u sing them to produce other goods or to become part of other goods is pa rt of the producer segment of the business-to-businessmarket2.

32、選擇 (可多選 )1) 組織市場(chǎng)包括。A、產(chǎn)業(yè)市場(chǎng)B、集貿(mào)市場(chǎng)C、非營(yíng)利組織市場(chǎng)D、政府市場(chǎng) E、原材料市場(chǎng)2) 阻礙產(chǎn)業(yè)市場(chǎng)購(gòu)買決策的要緊因素有。A、環(huán)境因素B、組織因素C、人際因素D、個(gè)人因素E、心理因素3) A particular segment of the business-to-businessmarket includes th ose individuals and organizations that purchase goods and services for the purpose of making a profit. They achieve this goal

33、by using purchased goods and services to make other goods, to become part of other goods, or to facilitate the daily operations of the organization. This group is call ed thesegment of thebusiness-to-businessmarket.a. producerb. resellerc. governmentd. institutione. wholesaler4) Businesses that buy

34、finished goods and sell and distribute them fo r a profit are calleda. inventory carriersb. producersc. institutionsd. resellerse. transportation companies3. 簡(jiǎn)答1) 簡(jiǎn)述組織市場(chǎng)的特點(diǎn)。2) What s the main type of Producers buying behavior?二、懂得題1. 判定1) 中間商傾向于跟供應(yīng)商簽訂短期合同 2) 采購(gòu)者個(gè)人的購(gòu)買風(fēng)格對(duì)中間商購(gòu)買行為阻礙較小 3) The reseller ma

35、rket is the same as the retailer market4) State, county, and city government purchasing procedures have bec ome more standardized in recent years, making it easier for some groups to purchase cooperatively by buying in volume and gaining price breaks2. 選擇 (可多選)1) 批發(fā)商和零售商的產(chǎn)品組合策略要緊有。A、獨(dú)家產(chǎn)品 B、深度產(chǎn)品 C、廣度

36、產(chǎn)品D、混合產(chǎn)品E、整體產(chǎn)品2) 中間商的購(gòu)買多屬 。A、沖動(dòng)購(gòu)買 B、習(xí)慣購(gòu)買 C、專家購(gòu)買D、理性購(gòu)買E、非專家購(gòu)買3) A business-to-businessmarketer may be serving any one or severa l of the following categories of customers EXCEPTa. institutions and nonprofitsb. producersc. resellers and wholesalersd. governmentse. private consumers4) The Chinese gover

37、nment is:a. not a business-to-businessmarket segmentb. the world's largest single customerc. an organization accounting for over 50 percent of the Chinese gross national productd. mainly a military equipment purchasere. using one centralized purchasing office for the entire governm ent3. 簡(jiǎn)答1. 簡(jiǎn)述

38、中間商購(gòu)買決策過程。2. Why is relationship marketing more important to the B2B than to the B2C players?三、應(yīng)用題3. Suppose that you own a small business that provides PC repair se rvices to local businesses. In addition to the basic fix-it services you now provide, you are thinking about offering new services. Ap

39、plying the “ sy stems selling ” concept, what additional services could you offer that woul d make a complete package or systems solution for your customers?4. 走訪一家高技術(shù)企業(yè)，了解其如何進(jìn)行辦公電腦的采購(gòu)，分析其采購(gòu)程序、購(gòu)買決策的參與者、采購(gòu)阻礙因素等。5. 某綠色蔬菜公司向各賓館推銷新奇蔬菜。該公司必須第一識(shí)別出各賓館參與購(gòu)買活動(dòng)的人員構(gòu)成。這些人員可能包括賓館采購(gòu)經(jīng)理、餐廳主廚、食品部和飲料部的經(jīng)理。在其中每位人員所起的作用是

40、不同的，請(qǐng)分析采購(gòu)部經(jīng)理、主廚、飲食部經(jīng)理各自關(guān)注哪些方面？面對(duì)如此一個(gè)由許多方面人員組成的采購(gòu)中心，營(yíng)銷人員要想親自去接觸每一個(gè)人，其時(shí)刻和精力都無(wú)法做到。如果該綠色蔬菜公司剛剛成立，規(guī)模較小，營(yíng)銷人員應(yīng)該第一攻克的壁壘是誰(shuí)？6. 假定你擁有一個(gè)小的印刷公司，現(xiàn)在你有機(jī)會(huì)參與聯(lián)邦政府購(gòu)買合同的投標(biāo)，中標(biāo)后將會(huì)為你們公司帶來(lái)專門多業(yè)務(wù)。列出你參與政府市場(chǎng) 投標(biāo)的三種利益以及三種弊端。第 5 章 競(jìng)爭(zhēng)性營(yíng)銷戰(zhàn)略一、概念題1. 判定1) 利基戰(zhàn)略是以專業(yè)化戰(zhàn)略為基礎(chǔ)的一種復(fù)合戰(zhàn)略 2) 按照獵取信息并結(jié)合行業(yè)情形，企業(yè)能夠采納相應(yīng)的分析方法 (如 SOWT 分析等 ) 來(lái)分析推測(cè)競(jìng)爭(zhēng)對(duì)手的優(yōu)劣勢(shì)3

41、) Strategic Planning is the process of developing and maintaining a strategic fit between the organization s goals and capabilities and its chan ging marketing opportunities4) There are three generic types of strategic thinking: overall cost lea dership, differentiation, and focus2. 選擇 (可多選)1) 識(shí)別市場(chǎng)競(jìng)

42、爭(zhēng)者的層次包括。A、品牌競(jìng)爭(zhēng)B、資金實(shí)力C、行業(yè)結(jié)構(gòu)D、市場(chǎng)角度 E、一樣競(jìng)爭(zhēng)者2) 評(píng)估競(jìng)爭(zhēng)對(duì)手的指標(biāo)包括。A、占有率 B、財(cái)務(wù)狀況C、產(chǎn)能利用率D、創(chuàng)新能力E、高層領(lǐng)導(dǎo)者情形3) Market leader should work hard in three aspects, they area. enlarge total demandb. protect market sharec. governmentd. institutione. increase market share4) Which of the following could be viewed as attacking

43、 target(s) for market challenger?a. market leaderb. companies with the same sizec. institutionsd. resellerse. small companies in local area3. 簡(jiǎn)答1) 企業(yè)的競(jìng)爭(zhēng)對(duì)手包括誰(shuí)？2) What s SWOT analysis?二、懂得題1. 判定1) 關(guān)于市場(chǎng)挑戰(zhàn)者而言，攻擊市場(chǎng)領(lǐng)先者的戰(zhàn)略風(fēng)險(xiǎn)較低2) 大企業(yè)應(yīng)該多關(guān)注利基市場(chǎng) 3) market niche should choose big markets as target markets4) mar

44、ket challenger can always succeed to attack market leader2. 選擇 (可多選 )1) 康佳集團(tuán)第一開發(fā)出適宜臥房收看的袖珍彩電家庭第二臺(tái)彩電，并迅速占據(jù)該細(xì)分市場(chǎng)的做法被稱為 。A 、 攻擊市場(chǎng)領(lǐng)先者B 、 搶占市場(chǎng)C、 攻擊同等規(guī)模對(duì)手 D 、攻擊小公司2) The roles market niche could play includea. end-user expertb. vertical expertc. special customer expertd. quality/price experte. service exp

45、ert3. 簡(jiǎn)答1) 簡(jiǎn)述平穩(wěn)競(jìng)爭(zhēng)者導(dǎo)向和顧客導(dǎo)向的必要性。2) As far as most of the Chinese corporations are concerned, is mar ket niche a suitable strategy to adopt, why?三、分析與應(yīng)用題1. Which strategy should Chinese Auto firms adopt in domestic mark et， why? Please express your opinion in detail.2. 請(qǐng)查閱有關(guān)雷克薩斯汽車公司的有關(guān)資料，指出它在中國(guó)市場(chǎng)的地位，并對(duì)

46、其采納的營(yíng)銷戰(zhàn)略予以評(píng)判。3角色扮演：運(yùn)用你所學(xué)的理論分析我國(guó)內(nèi)地平板電腦市場(chǎng)的競(jìng)爭(zhēng)狀況。并假定你是聯(lián)想集團(tuán)負(fù)責(zé)平板電腦產(chǎn)品的產(chǎn)品經(jīng)理，針對(duì)2011 年蘋果公司推出 IPAD2 產(chǎn)品的營(yíng)銷策略，你該為你公司同類產(chǎn)品采取如何樣的競(jìng)爭(zhēng)性營(yíng)銷戰(zhàn)略？第 6 章 目標(biāo)市場(chǎng)戰(zhàn)略一、概念題1. 判定1) 依據(jù)消費(fèi)者對(duì)商品的同質(zhì)需求和異質(zhì)需求，能夠把市場(chǎng)分為同質(zhì)市場(chǎng)和異質(zhì)市場(chǎng) 2) 消費(fèi)者需求和購(gòu)買行為的差異性和同類性， 是市場(chǎng)細(xì)分的要緊依據(jù)_3) 市場(chǎng)需求潛量分析只需要靜態(tài)考慮細(xì)分市場(chǎng)的規(guī)模4) 產(chǎn)品專業(yè)化是指公司專門滿足某一類顧客群體的需求，為這些顧客提供所需要的多種產(chǎn)品或服務(wù)5) 所謂的市場(chǎng)定位確實(shí)是確

47、定你所提供的產(chǎn)品或品牌的特色6) Geography, psychographics, and benefits sought are examples of p ossible segmentation variables used by marketers7) A segmentation scheme must produce segments that meet four crit eria to be considered useful. These four criteria are substantiality, identifia bility and measurabilit

48、y, accessibility; and responsiveness8) Positioning is nothing to do with product differentiation9) Market specialization is one of target market strategies10)差異化營(yíng)銷戰(zhàn)略能夠更好地滿足消費(fèi)者的需要，因此企業(yè)應(yīng)盡量采2. 選擇（可多選）1) 是市場(chǎng)細(xì)分的條件之一。A、競(jìng)爭(zhēng)性 B、可衡量性C、效益性 D、習(xí)慣性2) 市場(chǎng)細(xì)分對(duì)企業(yè)營(yíng)銷具有以下利益。A、有利于發(fā)覺市場(chǎng)機(jī)會(huì)B、有利于把握目標(biāo)市場(chǎng)的特點(diǎn)C、有利于制定市場(chǎng)營(yíng)銷組合策略D、有利于提升

49、企業(yè)的競(jìng)爭(zhēng)力E、有利于節(jié)約成本費(fèi)用3) 目標(biāo)市場(chǎng)的選擇模式包括。A 、市場(chǎng)集中化B 、產(chǎn)品專業(yè)化C 、市場(chǎng)專業(yè)化 D 、選擇專業(yè)化E、市場(chǎng)全面化4) 定位的最后一步是。A、企業(yè)定位B、市場(chǎng)定位C、品牌定位 D、傳播定位5) 企業(yè)能夠體現(xiàn)差異化的方面包括。A 、產(chǎn)品差異化B 、服務(wù)差異化C 、人員差異化 D 、渠道差異化E、形象差異化6) A group of individuals or organizations sharing one or more chara cteristics that cause them to have relatively similar product ne

50、eds is called a 。a. market segment b. market position c. retail based. segmentation base e. retail division7) The process of dividing a market into meaningful groups that are relatively similar and identifiable is called 。a. perceptual mapping b. positioning c. micromarketingd. cannibalizatione. mar

51、ket segmentation8) undifferentiated marketing 。a. has cost economicsb. without segmentationc.fit for most productsd. only focus on demand generality e. fit for small company9) concentrated marketing especially fits for a. international companies b. big companiesc.medium companiesd. small companies10

52、) is the development of a specific marketing mix to influence potential customers overall perception of a brand, product line, or o rganization in general, and is related to the place a product occupies in c onsumers minds relative to competing offerings.a. Differentiatingb. Segmentationc. Targeting

53、d. Positioninge. Integrating11) assumesthat competing products are arranged in peoples minds along various dimensions relevant to their purchase and consumpt ion behavior。a. Target marketing b. Market segmentation c. Differe ntiationd. Productione. Positioning3. 簡(jiǎn)答1) 消費(fèi)者市場(chǎng)細(xì)分的依據(jù)有哪些？2) 目標(biāo)市場(chǎng)選擇可供使用的模式有哪

54、幾種？各有什么優(yōu)缺點(diǎn)？3) 簡(jiǎn)述產(chǎn)品定位、品牌定位、企業(yè)定位的含義4) What are the segmentation indices in B2B market？5) How many types does target marketing strategy have? What are t hey?6) What s Perceptual Mapping?二、懂得題1. 判定1) 市場(chǎng)細(xì)分實(shí)際上是對(duì)產(chǎn)品進(jìn)行分類2) 市場(chǎng)細(xì)分是選擇目標(biāo)市場(chǎng)的目的和歸宿 3) 只要綜合考慮細(xì)分市場(chǎng)與企業(yè)自身兩個(gè)方面的因素，就能有效地分析市場(chǎng)機(jī)會(huì)4) 無(wú)差異性營(yíng)銷戰(zhàn)略能被大多數(shù)企業(yè)采納 5) 企業(yè)采納服務(wù)差

55、別化的市場(chǎng)定位戰(zhàn)略,就能夠不再追求技術(shù)和質(zhì)量的提升 6) 企業(yè)在市場(chǎng)營(yíng)銷方面的核心能力與優(yōu)勢(shì)， 會(huì)自動(dòng)地在市場(chǎng)得到表現(xiàn)_7) One reason marketers use market segmentation as a tool is that o nce completed, the process need not be repeated8) Substantiality of a market segment, asking "how large is large eno ugh," indicates that large numbers of potenti

56、al customers are needed for a market segment to be considered viable2. 選擇 (可多選)1) 生活消費(fèi)品市場(chǎng)的細(xì)分變量要緊有地理環(huán)境、人口狀況、消費(fèi)者心理、購(gòu)買行為等四類，其中使用習(xí)慣屬于 。A、購(gòu)買行為B、人口狀況C、消費(fèi)者心理D、地理環(huán)境2) 差異的存在是市場(chǎng)細(xì)分的客觀依據(jù)。A 、產(chǎn)品B 、價(jià)格C 、需求偏好D 、細(xì)分3) The purpose of market segmentation is to:a. divide the market into equal size and profit regions for

57、 sales territ oriesb. reduce the market down to a specific size that the firm can handl ec. group a large number of markets together enabling a company to serve them simultaneouslyd. enable the marketer to tailor marketing mixes to meet the needs o f one or more specific groupse. develop a generalized definition of the market as a whole4) Market segmentation