歡迎閱讀本文檔，希望本文檔能夠?qū)δ兴鶐椭?！歡迎閱讀本文檔，希望本文檔能夠?qū)δ兴鶐椭?！感謝閱讀本文檔，希望本文檔能夠?qū)δ兴鶐椭?！感謝閱讀本文檔，希望本文檔能夠?qū)δ兴鶐椭?！歡迎閱讀本文檔，希望本文檔能夠?qū)δ兴鶐椭?！感謝閱讀本文檔，希望本文檔能夠?qū)δ兴鶐椭?！?章目標(biāo)市場戰(zhàn)略一、概念題1.判斷1）依據(jù)消費者對商品的同質(zhì)需求和異質(zhì)需求，可以把市場分為同質(zhì)市場和異質(zhì)市場_______2）消費者需求和購買行為的差異性和同類性，是市場細(xì)分的主要依據(jù)__________3）市場需求潛量分析只需要靜態(tài)考慮細(xì)分市場的規(guī)模____________4）產(chǎn)品專業(yè)化是指公司專門滿足某一類顧客群體的需求，為這些顧客提供所需要的多種產(chǎn)品或服務(wù)__________5）現(xiàn)代市場營銷學(xué)中所描述的定位包括產(chǎn)品定位、品牌定位和企業(yè)定位___________6）企業(yè)定位,產(chǎn)品定位和競爭性定位分別有不同的含義__________7)Asegmentationschememustproducesegmentsthatmeetfourcriteriatobeconsidereduseful.Thesefourcriteriaaresubstantiality,identifiabilityandmeasurability,accessibility;andresponsiveness8)Geography,psychographics,andbenefitssoughtareexamplesofpossiblesegmentationvariablesusedbymarketers9)Marketspecializationisoneoftargetmarketstrategies10)Differentiatedmarketingcanmeetcustomers’needbetter11)Positioningisnothingtodowithproductdifferentiation12)ProductdifferentiationisthebaseofPositioning2.選擇（可多選）1）______是市場細(xì)分的條件之一。A、競爭性B、可衡量性C、效益性D、適應(yīng)性2）市場細(xì)分對企業(yè)營銷具有以下利益_________。A、有利于發(fā)現(xiàn)市場機會B、有利于掌握目標(biāo)市場的特點C、有利于制定市場營銷組合策略D、有利于提高企業(yè)的競爭力E、有利于節(jié)省成本費用3）目標(biāo)市場的選擇模式包括_______。A、市場集中化B、產(chǎn)品專業(yè)化C、市場專業(yè)化D、選擇專業(yè)化E、市場全面化4）定位的最后一步是______。A、企業(yè)定位B、市場定位C、品牌定位5）企業(yè)可以體現(xiàn)差異化的方面包括_______。A、產(chǎn)品差異化B、服務(wù)差異化C、人員差異化D、渠道差異化E、形象差異化6)Agroupofindividualsororganizationssharingoneormorecharacteristicsthatcausethemtohaverelativelysimilarproductneedsiscalleda________。a.marketsegmentb.marketpositionc.retailbased.segmentationbasee.retaildivision7)Theprocessofdividingamarketintomeaningfulgroupsthatarerelativelysimilarandidentifiableiscalled________。a.perceptualmappingb.positioningc.micromarketingd.cannibalizatione.marketsegmentation8)undifferentiatedmarketing________。a.hascosteconomicsb.withoutsegmentationc.fitformostproductsd.onlyfocusondemandgeneralitye.fitforsmallcompany9)concentratedmarketingespeciallyfitsfor________。a.Internationalcompaniesb.Bigcompaniesc.Mediumcompaniesd.Smallcompanies10)_______isthedevelopmentofaspecificmarketingmixtoinfluencepotentialcustomers’overallperceptionofabrand,productline,ororganizationingeneral,andisrelatedtotheplaceaproductoccupiesinconsumers’mindsrelativetocompetingofferings.a.Differentiatingb.Segmentationc.Targetingd.Positioninge.Integrating12)_______assumesthatcompetingproductsarearrangedinpeople’smindsalongvariousdimensionsrelevanttotheirpurchaseandconsumptionbehavior。a.Targetmarketingb.Marketsegmentationc.Differentiationd.Productione.Positioning3.簡答1）消費者市場細(xì)分的依據(jù)有哪些？2）目標(biāo)市場選擇可供使用的模式有哪幾種？各有什么優(yōu)缺點？3）簡述產(chǎn)品定位、品牌定位、企業(yè)定位的含義4)WhatarethesegmentationindicesinB2Bmarket？5)Howmanytypesdoestargetmarketingstrategyhave?Whatarethey?6)What’sPerceptualMapping?二、理解題1.判斷1）市場細(xì)分實際上是對產(chǎn)品進行分類____________2）市場細(xì)分是選擇目標(biāo)市場的目的和歸宿_________3）只要綜合考慮細(xì)分市場與企業(yè)自身兩個方面的因素，就能有效地分析市場機會___________4）無差異性營銷戰(zhàn)略能被大多數(shù)企業(yè)采用_________5）企業(yè)采用服務(wù)差別化的市場定位戰(zhàn)略,就可以不再追求技術(shù)和質(zhì)量的提高________6)企業(yè)在市場營銷方面的核心能力與優(yōu)勢，會自動地在市場得到表現(xiàn)________7)Onereasonmarketersusemarketsegmentationasatoolisthatoncecompleted,theprocessneednotberepeated__________8)Substantialityofamarketsegment,asking"howlargeislargeenough,"indicatesthatlargenumbersofpotentialcustomersareneededforamarketsegmenttobeconsideredviable2.選擇（可多選）1）生活消費品市場的細(xì)分變量主要有地理環(huán)境、人口狀況、消費者心理、購買行為等四類，其中使用習(xí)慣屬于______。A、購買行為B、人口狀況C、消費者心理D、地理環(huán)境2)______差異的存在是市場細(xì)分的客觀依據(jù)。A、產(chǎn)品B、價格C、需求偏好D、細(xì)分3)Thepurposeofmarketsegmentationisto:a.dividethemarketintoequalsizeandprofitregionsforsalesterritoriesb.reducethemarketdowntoaspecificsizethatthefirmcanhandlec.groupalargenumberofmarketstogetherenablingacompanytoservethemsimultaneouslyd.enablethemarketertotailormarketingmixestomeettheneedsofoneormorespecificgroupse.developageneralizeddefinitionofthemarketasawhole4)MarketsegmentationcanassistmarketersinallofthefollowingEXCEPT:a.developingmoreprecisedefinitionsofcustomerneedsandwantsb.identifyingwhichvariablebaseshouldbeusedforsegmentingc.identifyingwhenandhowcustomerneedsarechangingd.identifyingwherenewopportunitiesareemerginge.evaluatingwhereandwhydemandisfalling5)Forhighhomogeneityproducts,whichstrategyshouldbeused?_________ductspecializationc.marketspecializationd.selectivespecializatione.fullmarketcoverage6)Aclothingcompanyonlysellsclothestooldmalepeople,itsstrategyiscalled_________a.undifferentiatedmarketingb.differentiatedmarketingc.concentratedmarketing7)Productpositioningistheprocessof_________a.findingthecorrectlocationforretailoutletsthatwillselltheproductb.findingtherightplaceinthechannelofdistributionforaproductc.creatingthedesiredimageofthefirm’petingwithcompetitors’productsintheretailers’storesforthebestpositionontheshelfe.pricingtheproducttobeatacompetitivelevelwithotherbrandsonthemarket8)_________isameansofdisplayingorgraphing,intwoormoredimensions,thelocationsofproductsinthemindsofpresentorpotentialcustomers.a.Perceptualmappingb.Productdifferentiationc.Psychographictargetingd.Graphictargetstrategye.Marketorientation3.簡答1）為什么市場細(xì)分戰(zhàn)略是現(xiàn)代市場營銷觀念的產(chǎn)物？2）決定企業(yè)選擇特定目標(biāo)市場的關(guān)鍵因素是什么？3）定位時應(yīng)避免哪些錯誤？4)Thechapterstatesthatoncewedividelarge,heterogeneousmarketsintosmallersegmentswecanreachthemmoreefficientlyandeffectively.Whatdoesthatstatementmean?Whyisthisimportanttothemarketer?5)HowtousePerceptualMappingwhenpositioning?三、應(yīng)用題1.選擇一種你經(jīng)常使用的產(chǎn)品和品牌，列出你因使用它而得到的好處，不要說出你的答案，請另一位也使用不同品牌的這一類產(chǎn)品的同學(xué)(最好是異性)也列出他或她認(rèn)為使用該品牌的好處，比較這兩個答案并找出廠家運用利益細(xì)分來營銷這兩種品牌的