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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: 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。
针对当今消费者营销的7条新规则(英文版)In the ever-evolving world of consumer marketing, staying up-to-date with the latest trends and strategies is crucial for success. Here are seven new rules that every marketer should consider in their approach to engaging customers today:1. Personalization is key: Gone are the days of generic marketing messages that appeal to the masses. Consumers now expect personalization and relevance. Utilize consumer data and advanced analytics to tailor marketing efforts to individual preferences, making customers feel valued and understood.2. Mobile-first approach: With the majority of consumers using smartphones and tablets, it is important to optimize marketing campaigns for mobile devices. Responsive design, mobile-friendly content, and seamless user experiences are essential to capture the attention of on-the-go consumers.3. Authenticity wins trust: Today's consumers are more skeptical and crave authenticity. Be transparent and honest in your marketing efforts to build trust. Engage with your audience genuinely, promote user-generated content, and leverage influencer marketing to foster authentic connections.4. Embrace social media storytelling: Social media platforms have become powerful tools for sharing brand stories. Utilize visual elements, such as images and videos, to captivate and engage your audience. Develop compelling narratives that resonate with consumers and evoke emotions.5. User-generated content amplification: Consumers trust their peers more than traditional advertising. Encourage the creation and sharing of user-generated content to promote your brand. Leverage social media platforms to amplify these authentic experiences and testimonials.6. Harness the power of video marketing: Video content continues to dominate digital marketing. Incorporate engaging video content across different channels, including social media, websites, and email marketing. Tell your brand story through creative and captivating videos that resonate with consumers.7. Data privacy and security: In the wake of numerous data breaches, consumers prioritize their privacy and security. Ensure you have robust data protection measures in place and use customer data responsibly. Be transparent about your data collection practices and provide consumers with control over their personal information.By adhering to these seven new rules, marketers can adapt their strategies to effectively engage and connect with today's consumers. Remember that successful marketing is a continuous learning process, so stay agile and open to future changes in consumer preferences and behavior.当今消费者市场变化迅速，要想取得成功，就必须与最新的趋势和策略保持同步。
Contents1. Executive Summary 02. Company Description (1)3. Strategic Focus and Plan (2)3。
1 Mission/vision (2)3.2 Goal (2)3.3 Core Competence and Sustainable Competitive Advantage (3)4。
Situation Analysis (4)4。
1 SWOT analysis (4)4.2 Indusry analysis (5)4。
3 Competitive analysis (6)4.4 Customer analysis (7)5。
Marketing Strategy (7)5。
1 Marketing and product objectives (7)5。
2 Market segmentation (9)5.3 Target marketing (9)5。
4 Positioning (11)6。
Marketing Mix (12)7. Conclusion (13)The Marketing Strategy of Minute Maid1.Executive SummaryWithin four months，two new Minute Maid repeating，”This is a stone’s throw three birds，" Minute Maid will not only promote sales, increase its brand influence, but also to prove to the outside world，without the Huiyuan，Minute Maid brand influence and marketing approaches could also support the Coca-Cola in China's fruit juice — at least in low concentrations juice business。
Customer Marketing工作内容1.概述在现代市场中，客户营销（C us to me rM ar k et in g）被认为是一种重要的策略，旨在与现有客户建立紧密的关系，提升客户忠诚度，并最终实现业务增长。
本文将介绍和探讨客户营销工作的内容和重要性。
2.客户分析和维护2.1客户分析客户分析是客户营销的第一步，它帮助企业更好地了解自己的客户群体。
通过分析客户的特征、需求和购买行为，企业可以制定相应的营销策略。
具体的客户分析内容包括：-客户数据收集和整理：收集客户的基本信息、购买记录、偏好等数据，并进行系统化的整理和分析。
-市场细分和目标客户确定：根据客户的特征和需求，将市场划分为不同的细分群体，并确定目标客户。
2.2客户维护客户维护是客户营销的关键环节，它旨在建立和维持与客户的良好关系。
通过定期沟通、提供优质服务和关怀，企业可以增强客户的忠诚度和满意度。
一些常见的客户维护活动包括：-客户关怀计划：制定定期的客户关怀计划，包括生日祝福、节日问候等，以表达对客户的重视和关心。
-客户反馈收集：定期向客户发送满意度调查，并根据客户反馈改进产品和服务。
-客户培训和教育：提供相关的培训和教育资源，帮助客户更好地使用和享受企业的产品或服务。
3.客户沟通和推广客户沟通是客户营销的核心环节，它包括向客户传递信息、促进交流和建立信任关系。
有效的客户沟通可以加深客户的关系、提高客户满意度，具体的客户沟通方式包括：-电子邮件营销：通过电子邮件向客户发送有关产品更新、促销活动等信息。
-社交媒体互动：通过社交媒体平台与客户进行互动和交流，回答客户问题，解决客户疑虑。
-定期通讯：定期向客户发送电子或纸质的公司新闻简报、产品更新等信息。
3.2客户推广客户推广是通过现有客户来促使新客户购买产品或服务的一种方式，它可以带来口碑宣传和销售增长。
客户推广的具体做法包括：-优惠奖励计划：向现有客户提供优惠或奖励，鼓励其介绍新客户。
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。
