解密市场营销（双语）第五章测试_智慧树知到答案2021年

第五章 Markets：Segmentation，Targeting and Positioning 营销对象锚定：准确锚定营销对象才能实现营销活动的“有的放矢”。本章介绍了市场营销的三种典型战略——大众营销、一对一营销和目标市场营销；着重讲解了进行目标市场营销时必不可少的STP战略。并以这一战略模型的“三个阶段、六个步骤”为核心框架，对这一著名的“营销人的黄金罗盘”进行了详细剖析。【学习目标】1. 区别三种不同类型的市场营销方式——大众营销、定制化营销和目标市场营销；2. 阐释STP战略的理论基础、制定步骤以及各个步骤中的关键任务内容；3. 探究STP战略的适用条件、制定原则，并能够制定简单的STP战略方案。【重点&难点】1. 准确识别细分变量进行市场细分、选择恰当的评价指标选定目标市场、针对目标市场完成准确定位和市场营销组合的设计是本章的重点；2. 在掌握STP战略的理论基础、制定步骤以及注意事项后，能够针对真是的项目设计简单的STP方案是本章的难点。5.1Mass Marketing, One-to-one Marketing, Target Marketing 大众人还是小众圈：营销战略分类:本节通过“福特的黑色T型车”、“台湾士林夜市”、“尚品宅配”以及“通用”等例子比较分析了三种典型的营销战略。
5.2The STP Strategy Process（1） 营销人的 “黄金罗盘”：STP 战略（1）:本节介绍了STP战略中的第一个阶段以及其中的两个步骤。
5.3The STP Strategy Process（2） 营销人的 “黄金罗盘”：STP 战略（2）:本节介绍了STP战略中的第二、三个阶段以及每个阶段中的两个步骤。

[多选题]Which of the following statements are correct?
Target marketing is best suited to situations where buyers have common wants, needs and demands.
Customised marketing is best suited to situations where buyers have unique wants, needs and demands.
Target marketing is best suited to situations where subgroups in the market can be identified that have similar characteristics.
Mass marketing is best suited to situations where buyers have common wants, needs and demands.
答案：Mark Twain is unique in his use of vernacular.
Mark Twain’s words are colloquial, concrete and direct.
Mark Twain’s characters sometimes speak with a strong accent.
[多选题]Which of the following would be advantages of a customised marketing strategy?
Customer loyalty
Potential repeat purchases from the customer
Positive word-of- mouth customer referrals
Building close relationships with a customer[多选题]Which of the following can influence the market position of an organisation, its products, or its brands in the minds of target consumers?
Advertising and other promotional efforts
The price of the organisation's product
The customer's experience of the organisation, product, or brand
The features of the organisation's product[多选题]Which of the following would be considerations for an organisation in evaluating market segments and deciding which to target?
The cost to the organisation of targeting that market segment
An understanding and/or analysis of competitors and how their offerings are seen by potential target market segments
The ability of the organisation to satisfy the needs and expectations of different market segments
The potential sales volume and revenues of different market segments