解密市场营销（双语）答案2023秋

第五章测试

1.Which of the following statements are correct?
A:Target marketing is best suited to situations where buyers have common wants, needs and demands. B:Mass marketing is best suited to situations where buyers have common wants, needs and demands. C:Customised marketing is best suited to situations where buyers have unique wants, needs and demands. D:Target marketing is best suited to situations where subgroups in the market can be identified that have similar characteristics.
答案:BCD
2.Which of the following statements are correct?
A:An undifferentiated approach to marketing potentially allows an organisation to achieve economies of scale in production . B:Mass marketing is an undifferentiated approach to marketing. C:An differentiated approach to marketing potentially allows an organisation to achieve economies of scale in production . D:Mass marketing allows for an organisation to build close relationships with customers. 3.Which of the following would be advantages of a customised marketing strategy?
A:Customer loyalty B:Potential repeat purchases from the customer C:Building close relationships with a customer D:Positive word-of- mouth customer referrals 5.Which of the following statements are correct?
A:Markets can be segmented many different ways using different segmentation variables. B:Market segments should be selected for targeting after an evaluation process. C:Different target markets may require a different positioning strategy. D:An organisation following the target marketing concept should target all market segments. 6.Which of the following statements are correct?
A:Geographic segmentation variables include age and gender. B:Geographic segmentation allows for the segmentation of very small geographical areas, such as a single suburb. C:Targeting geographic areas that have a high number of potential customers may create distribution efficiencies for an organisation. D:Geographic segmentation variables include climate. 7.Which of the following statements are correct?
A:A product, organisation or brand may be able to be repositioned. B:The positioning of an organisation, its product/s and brand/s should be consistently reinforced. C:How an organisation wishes to position its product offering to a target market should influence the development of its marketing mix for that target market. D:The positioning of an organisation, its product/s and brand/s should be changed regularly. 9.Which of the following would be considerations for an organisation in evaluating market segments and deciding which to target?
A:An understanding and/or analysis of competitors and how their offerings are seen by potential target market segments B:The cost to the organisation of targeting that market segment C:The potential sales volume and revenues of different market segments D:The ability of the organisation to satisfy the needs and expectations of different market segments