清华大学 英文版市场营销第七章作业参考

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。

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。

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.。

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。

市场营销学习题答案英语Market Research in MarketingMarket research is a crucial component of marketing strategy. It involves gathering and analyzing information about customers, competitors, and the market in order to make informed decisions. In this article, we will explore some common questions related to market research in the field of marketing.1. What is market research?Market research refers to the process of collecting, analyzing, and interpreting data about a specific market, its customers, and competitors. It helps businesses understand their target audience, identify market trends, and make strategic decisions.2. Why is market research important?Market research provides valuable insights into consumer behavior, preferences, and needs. It helps businesses identify opportunities, assess market potential, and develop effective marketing strategies. By understanding customer demands and expectations, companies can tailor their products, services, and marketing efforts to meet those needs.3. What are the different types of market research?There are two main types of market research: primary research and secondary research. Primary research involves collecting data directly from the target audience through surveys, interviews, or observations. Secondary research, on the other hand, involves analyzing existing data from various sources such asindustry reports, government publications, or academic studies.4. How can businesses conduct market research?Businesses can conduct market research through various methods. Surveys and questionnaires are commonly used to gather information directly from customers. Focus groups allow businesses to gain insights through group discussions and interactions. Observational research involves observing consumer behavior in real-life situations. Additionally, businesses can analyze online data, such as social media trends and website analytics, to understand customer preferences and behavior.5. What are the steps involved in market research?The market research process typically involves several steps. First, businesses need to define their research objectives and identify the target audience. Then, they design the research methodology, whether it's through surveys, interviews, or other means. Next, data collection takes place, followed by data analysis and interpretation. Finally, businesses use the insights gained from the research to make informed decisions and develop marketing strategies.6. How can market research help businesses gain a competitive advantage? Market research provides businesses with a competitive edge by helping them understand their customers better than their competitors. By identifying customer needs, preferences, and pain points, businesses can develop products and services that meet those demands. Additionally, market research helps companies stay updated on market trends, industry developments, andcompetitor strategies, allowing them to adapt and innovate accordingly.7. Are there any limitations to market research?While market research is a valuable tool, it does have some limitations. The accuracy of the data collected depends on the quality of the research methodology and the honesty of the respondents. Additionally, market research cannot predict future consumer behavior with certainty, as it is based on current data and trends. Furthermore, conducting market research can be time-consuming and costly, especially for small businesses with limited resources.In conclusion, market research plays a vital role in marketing strategy. It helps businesses understand their target audience, identify market trends, and make informed decisions. By conducting thorough market research, companies can gain a competitive advantage and tailor their products and marketing efforts to meet customer needs. However, it's important to recognize the limitations of market research and use it as a guide rather than a definitive answer.。