第六章 Identifying Market Segments and Targets：This chapter dicussed The major segmentation variables for consumer markets are geographic, demographic, psychographic, and behavioral. Marketers use them singly or in combination. We can target markets at four main levels: mass, multi-ple segments, single (or niche) segment, and individuals.6.1Bases for Segmenting Consumer Markets:Bases for Segmenting Consumer Markets[多选题]are all usual methods to identify market segments.选项:[geographic segmentation, demographic segmentation, behavioral segmentation, psychological segmentation)]
6.2Evaluating and Selecting the Market Segments:Evaluating and Selecting the Market Segments
[单选题]If Mr. Smith asks his friend who has a treadmill and try to decide to buy a similar one. Mr. Smith’s friend plays a role of in the buying decision.选项:[influencer, user, decider, initiator]
[多选题]In behavioral segmentation, marketers divide buyers into groups on the basis of .选项:[or response to a product, use of a product, attitude toward a product, their knowledge of a product]
[判断题]If a company in line of sweepers finds that more than half of men thought they are primary grocery shoppers in their families, it will tend to hire handsome male superstars to promote their products to attract female customers.选项:[对, 错]
[单选题]Men and women have different attitudes and behave differently, based partly on and partly on .选项:[genetic makeup, socialization, education, personal experience, education, socialization, genetic makeup, growing environment]
[单选题]A ________ consists of a group of customers who share a similar set of needs and wants.选项:[market basket, market segment, market share, vertical marketing system]
[单选题]Pampers divides its market demographically on the basis of ________ into prenatal, new baby, baby, toddler, and preschooler.选项:[age, life stage, income, gender]
[单选题]In ________ marketing, the firm operates in several market segments and designs different products for each segment.选项:[differentiated, niche, individual, undifferentiated]
[判断题]An undifferentiated marketing approach to full market coverage designs a marketing program for a product with a superior image that can be sold to the broadest number of buyers.选项:[对, 错]
[单选题]Jose and Erika have just divorced. Which of the following demographic segmentation subsegment formats might be used by marketers to reach Jose or Erika?选项:[social class, personality type, age segment, life stage]
[单选题]When Nike attempts to get close to its customers at the local level by sponsoring local school teams and providing shoes, equipment, and clothing to many of them, Nike is using which of the following marketing formats?选项:[affinity marketing, grassroots marketing, differentiated marketing, affiliate marketing]
[判断题]Everyone who buys a given product wants the same benefits from it.选项:[错, 对]
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