商务英语案例分析答案2023

第四章测试

1.1. Which of the following is NOT the goal of the S-T-P process?
A:To help the organization develop an appropriate marketing mix. B:To enable the organization to make important marketing decisions concerning where they should compete. C:To evaluate how effective an organization’s marketing mix is. D:To guide the organization to the implementation of an appropriate marketing mix.
答案:C
2.2. Which statement is NOT true about the benefits of the S-T-P process?
A:The S-T-P process helps marketers arrange the importance of different offers from a company. B:The S-T-P process guides marketers to develop and deliver personalized and relevant messages to different audiences. C:The S-T-P process guides a company to divide its customers into small groups. D:The S-T-P process helps a company match its products with its customers. 3.3. Which of the following approach belongs to market segmentation?
A:Psychological approach. B:Linguistic approach. C:Behavioral approach. D:Physical approach. 4.4. A company usually divides a market into small groups of consumers based on _______.
A:how valuable the market is B:the requirement of consumers C:shared characteristics D:the need of the company 5.5. With _______, marketers may have a greater understanding of the marketplace as they gain knowledge of differing consumer needs within the same market.
A:market targeting B:product positioning C:market segmentation D:market selection 6.6. _______ is the second step in the S-T-P process.
A:Targeting B:Segmentation C:Advertising D:Positioning 7.7. In order to select target markets, a company needs to _______.
A:develop appropriate marketing strategy and goals B:enter the most profitable market segment C:assess the attractiveness of different segments D:focus the company’s marketing offers on related consumers 8.8. Positioning is about how a company wants its product to be _______ by the target market against main competitors.
A:assessed B:thought of C:bought D:selected 9.9. The goal of positioning is to create a clear and positive image about _______.
A:how a product competes against competitors B:when a product will reach the market C:where consumers can get a product D:what a product is about 10.10. If a company positions a product by use or application, the company would _______ in its marketing activities.
A:highlight how the product is used to show that it is the best solution for the task B:focus on the products best features C:indicate that the product would contribute to the user’s social identity D:emphasize that the product represents significant value