2012 NCUT 市场营销管理习题、案例册

目录
市场营销管理习题 (1)
第1章市场与市场营销 (1)
第2章市场营销环境总论 (3)
第3章消费者市场及其购买行为 (6)
第4章组织市场及其购买行为 (8)
第5章竞争性营销战略 (11)
第6章目标市场战略 (13)
第7章产品策略与管理 (17)
第8章价格和价值管理 (21)
第9章分销渠道设计与管理 (25)
第10章整合营销沟通 (27)
第11章市场营销计划与执行 (33)
市场营销管理案例 (35)
导言：如果进行案例分析 (35)
案例1 海王集团品牌整合 (40)
案例2 iPad降价带来的烦恼 (44)
案例3 雅芳的渠道转型之痛 (46)
案例4 哈奇公司的“三位一体”营销传播策略 (49)
市场营销管理习题
第1章市场与市场营销
一、概念题
1. 判断
1) 市场是商品交换的场所
2) 市场营销观念坚持以生产者为中心
3) Marketing is a philosophy that stresses customer satisfaction and a set of activities used to implement this philosophy
4) The societal marketing concept involves considering society's long-term best interests along with the satisfaction of customer wants and needs
2. 选择(可多选)
1) 市场营销理论20世纪初诞生在______。

A、美国
B、法国
C、日本
D、英国
E、德国
2) 从营销的角度看待市场，市场是由______、______和______有机组成的总和。

A、供求
B、人口
C、场所
D、购买力
E、购买欲望
3) When a company sets its goals and strategies based on what the current plant equipment can produce, what products engineering can design, and what the company itself can do best, it is said to have a:
a. marketplace orientation
b. sales orientation
c. marketing orientation
d. customer orientation
e. production orientation
4) Firms with a orientation focus on the internal capabilities of the firm rather than on the desires and needs of the marketplace.
a. sales
b. production
c. marketing
d. customer
e. retailing
3. 简答
1) AMA对“市场营销”的最新定义是什么？
2) Does a sales-oriented firm defines its business in terms of the benefits its customers seek?
二、理解题
1. 判断
1) 服务企业的所有雇员都需要坚持顾客导向，因为顾客会抱怨较差的服务
2) 市场营销观念促使企业提供消费者买得起又愿意买的产品和服务
3) The ultimate goal of most marketing-oriented firms is profitability that results from satisfying the wants and needs of its consumers
4) While most marketing organizations rely on various forms of promotion to succeed, sales-oriented organizations emphasize effective use of each of the four P's
2. 选择(可多选)
1) 社会营销观念强调______利益、______利益、______利益的协调一致。

A、社会
B、银行
C、消费者
D、公众
E、企业和职工
2) 坚持生产导向的企业不适合在下列哪种情境下生存？
A、几乎没有竞争
B、供不应求
C、市场需求不断变化
D、企业生产的就是市场需要的
3) Four competing philosophies strongly influence the role of marketing and marketing activities within an organization. The following terms refer to these philosophies EXCEPT:
a. sales orientation
b. societal marketing orientation
c. marketing orientation
d. profitability orientation
e. production orientation
4) One problem with the approach to marketing is its failure to consider whether what the firm produces most efficiently also meets the needs of the marketplace.
a. customer orientation
b. societal orientation
c. discount orientation
d. marketing orientation
e. production orientation
3. 简答
1) 为什么把需要与欲望两者区别开来对营销者是很重要的？
2) Should a marketing-oriented firm defines its business in terms of the benefits its customers seek, why?
三、分析与应用题
1. 请浏览戴尔(DELL) 公司、惠普(HP) 公司以及联想(Lenovo)集团的网站，查询与电脑有关的描述，试用现代营销理念给予评价。

2. Tom and Dave craft wooden replicas of antique trunks. They decided to start their own business because they had successfully made beautiful trunks as gifts for their wives and mothers, the construction was relatively easy, they owned the woodworking equipment, and they were both talented cabinet makers by trade. What‟s the orientation of Tom and Dave's business, why? Please express your opinion in detail.
3. 在市场营销观念成为众多企业经营哲学后，一位经理这样阐述自己的看法：“人们并不了解自己需要的东西，他们只需要了解的东西”。

试评价之。

4．请走访离你较近的一家电子商城或手机专卖店，佯装成一个欲购买手机的顾客，仔细观察手机销售空间的情况，并和销售人员进行10分钟左右的攀谈，通过观察和交流，运用你在本章所学的知识，对该手机专柜给予评价，对于存在的问题尝试提出改进意见。

第2章市场营销环境总论
一、概念题
1. 判断
1) 市场营销环境是瞬息万变的____________
2) 市场营销的间接环境是客观的，不可控的因素___________
3) The process of environmental scanning involves collecting and evaluating information from the external environment
4) Couples in which both husbands and wives have jobs are called baby boomers
2. 选择(可多选)
1) 市场营销环境大致可分为_______和______。

A、宏观环境
B、直接营销环境
C、间接营销环境
D、微观环境
E、中观环境
2) 影响企业营销活动的微观环境因素除企业自身外，还有________。

A、供应商
B、竞争者
C、营销中介
D、顾客
E、公众
3) When a company implements strategies that attempt to shape the external environment in which it operates, it is engaging in:
a. mold planning
b. environmental management
c. conditioning
d. market control
e. counter-threat management
4) The process of collecting and analyzing information about the external conditions that affect a business and its customers is called:
a. defensive marketing
b. economic manipulation
c. environmental scanning
d. outer directedness
e. legislative planning
3. 简答
1) 机会威胁综合矩阵是什么？
2) What does GDP mean?
二、理解题
1. 判断
1) 企业抓住并利用了市场机会就一定能赚钱__________
2) 对环境威胁，企业只能采取对抗策略__________
3) While a single firm cannot control the elements in the external environment, a firm can sometimes influence that environment
4) To be successful, marketers should control the elements in the external environment and the four P's of the marketing mix
2. 选择(可多选)
1) 对于营销人员而言，外部环境可被视为__________的来源。

A、机会和威胁
B、威胁和优势
C、新顾客和潜在顾客
D、机会和劣势
2) 营销部门在制定和实施营销目标与计划时要_______。

A、注意考虑企业外部环境力量
B、注意考虑企业内部环境力量
C、争取获得管理层的理解和支持
D、争取得到政府的支持
3) Marketing managers cannot control certain elements that continually mold and reshape consumers and the marketplace. These elements are the:
a. product itself
b. external environment
c. sales force
d. distribution strategy
e. research department
4) The external environment:
a. can be controlled in much the same manner as the internal marketing mix is controlled and planned
b. is too complex for a marketing manager to competently deal with on a strategic level
c. remains stable and unchanging over time
d. can be ignored by a very profitable and successful company
e. must be monitored and understood
3. 简答
1) 如何分析营销环境给企业营销活动带来的机会与威胁？
2) What should firms do to survive in the changing environment?
三、分析与应用题
1. 总结技术环境的变化趋势，分析它对高技术企业的影响并举例详细说明。

2. List the six actors in the company‟s microenvironment. Next, go to the Wal-Mart Web site at , scroll down to Investor Relations section and click on the most recent annual report. In the annual report, how many of the six microenvironment actors can you find? Briefly describe each.
3．网络查询有关资料：Google发表退出中国内地市场声明
2010年3月24日，Google中国发表正式声明，针对Google退出中国内地市场一事做出详细解释。

声明称，从今天早上开始，Google已经停止在搜索服务上的自我审查，访问 的用户从现在开始将被指向。

并公布了，域名指向香港后Google 的业务运营计划。

Google将继续在中国的研发工作，并将保留销售团队，但销售团队的规模部分取决于中国大陆客户能否访问。

关于谷歌中国的最新声明(原文)
David Drummond, SVP, Corporate Development and Chief Legal Officer
今年1月12日，我们在本博客上宣布，Google及另外二十余家美国公司受到了来自中国的、复杂的网络攻击，在对这些攻击进行深入调查的过程中，通过我们所收集到的证据表明，几十个与中国有关的人权人士的Gmail帐号定期受到第三方的侵入，而这大部分侵入是通过安装在他们电脑上的钓鱼软件或恶意软件进行的。

这些攻击以及它们所暴露的网络审查问题，加上去年以来中国进一步限制网络言论自由，包括对FaceBook、Twitter、YouTube、Google Docs 和Blogger 等网站的持续屏蔽，使我们做出结论：我们不能继续在 搜索结果上进行自我审查。

从今天早上开始，我们已停止了在搜索服务上的自我审查，包括Google Search (网页搜索)、Google News(资讯搜索)和Google Images (图片搜索)。

访问 的用户从现在开始将被指向，在这个域名上，我们将提供未经审查的简体中文搜索结果，这些为中国大陆用户设计的服务将通过我们在香港的服务器实现。

香港地区的用户还将继续通过获得跟现在一样的、未经审查的繁体中文搜索服务。

在我们进行迁移的过程中，由于香港服务器负荷的增加以及这些变化的复杂程度，用户可能会发现搜索速度变慢，或发现某些产品暂时不能访问。

实施我们做出的在上停止审查搜索结果的承诺是一个十分艰难的过程。

我们希望全球尽可能多的用户都能访问到我们的服务，包括在中国大陆的用户。

中国政府在与我们讨论的过程中已经十分明确地表示，自我审查是一个不可谈判的法律要求。

为此，我们相信，一个解决我们所面临挑战的可行方案是在上提供未经审查的简体中文搜索结果——它完全符合法律要求，同时也有助于提高中国大陆用户对信息的访问。

我们十分
希望中国政府尊重我们的这一决定，尽管我们知道，用户对Google服务的访问有可能随时被阻止。

为此，我们将密切监测网址访问问题，并制作了一个新页面，用户可以实时地了解到在中国哪些Google服务是可用的。

至于Google的广泛的业务运营，我们计划继续在中国的研发工作，并将保留销售团队，然而销售团队的规模显然部分取决于中国大陆用户能否访问 。

最后，我们要清楚表明：所有这些决定都是由美国的管理团队做出和实施的，没有任何一位中国员工能够、或者应该为这些决定负责。

自我们在1月份发布博客以来，尽管面临着众多的不确定性和困难，他们仍然坚守在工作岗位，专注于服务我们的中国用户和客户。

我们为拥有这样的员工感到深深的骄傲。

据此分析政治、法律、文化等社会环境对该企业在中国内地营销活动的影响？
第3章消费者市场及其购买行为
一、概念题
1. 判断
1) 在每种文化中，往往还存在许多在一定范围内具有文化同一性的群体，或者说是更小规模的文化，它们被称作亚文化群____________
2) 相关群体是指对消费者的态度、价值观和购买行为能产生直接或者间接影响的个人或者群体___________
3) In high-involvement buying situations, consumers learn in an almost random fashion, by buying products first and then evaluating them
4) Maslow's hierarchy of needs categorizes human needs into four levels: physiological needs, safety needs, social needs, and self-actualization
2. 选择(可多选)
1) 影响消费者购买行为的主要因素有______。

A、经济因素
B、收入因素
C、社会因素
D、情感因素
E、心理因素
2) 购买者黑箱包括________。

A、购买者特征
B、购买者决策过程
C、营销中介
D、公众
3) The steps of the consumer decision-making process are:
a. problem recognition, evaluation of alternatives, reevaluation, purchase decision, postpurchase behavior
b. problem recognition, stimulus response, evaluation of alternatives, purchase decision, postpurchase behavior
c. problem recognition, information search, purchase decision, postpurchase evaluation
d. stimulus, information search, problem redefinition, evaluation of alternatives, product trial,
purchase decision, reevaluation
e. stimulus, problem recognition, information search, evaluation of alternatives, purchase, outcome, and postpurchase behavior
4) After a problem is recognized, a consumer may be motivated to clarify the options available and generate an evoked set of brands. This step in the decision process is a(n):
a. evaluation of alternatives
b. information search
c. cognitive dissonance
d. classification stage
e. external stimulus
3. 简答
1) 什么是复杂型购买？
2) What does Attitude mean?
二、理解题
1. 判断
1) 对衣食住行的需要是每个人都有的，因此说所有人的需要都是一样的__________
2) 顾客的购买动机是多种多样的__________
3) If consumer behavior is not well understood, a marketer will have difficulty creating an appropriate marketing mix because of the associated uncertainty__________
4) While marketing managers would like to think they play a role, only consumers can reduce their cognitive dissonance
2. 选择(可多选)
1) 按照消费者需要的产生和起源，可以把消费需要分为______和______。

A、生理性需要
B、生存需要
C、享受需要
D、社会性需要
E、发展需要
2) 体育明星和电影明星是其崇拜者的______。

A、成员群体
B、直接参照群体
C、厌恶群体
D、向往群体
3) When Genet goes to the grocery store every other week, he buys the same brands of coffee, milk, cereal, and dog food. This type of buying behavior is called______
a. motivational response
b. extensive decision making
c. routine response behavior
d. limited decision making
e. situation convenience
4) Tom Hanks needs to buy new stereo equipment, yet he knows that there a number of choices available and many places to buy such equipment. He has never purchased this type of equipment before. What kind of purchase decision process would he most likely employ?______
a. low-involvement problem solving
b. low-involvement decision making
c. extensive decision making
d. limited decision making
e. routine response behavior
3. 简答
1) 社会文化因素对消费者行为的影响对企业营销产生什么启示？
2) Is the advertisement a stimulus that comes from an outside source, why?
三、应用题
1. 请浏览新浪网站，选择该主页上三个广告，找出用来吸引受众注意力的所有可能的刺激因素，试从消费者知觉的角度对其加以评价。

2. Talk to the drinkers around you, and identify their needs and motivation of consuming wines.
3. 访问一名外国同学或一名少数民族同学，了解并报告其文化价值观、风俗习惯与你所在民族的差异，这些差异对企业的营销活动有何启示？
4. 在电视或报纸、杂志上找到一则重点体现自我实现需要的广告和一则重点体现安全需要的广告，解释这两则广告是如何分别体现这两种需要的以及企业为什么要迎合这两种需要的？
5. 访问5名同学，询问他们购买电脑的过程，了解他们为什么购买电脑、如何搜集信息、决策的标准、如何购买、购买后的使用消费和处置情况，以及购买过程中的参与者和各自扮演的角色，比较不同访问对象的异同之处。

6. 分别访问5名你班和外班的大学生，确定他们最喜欢或最崇拜的3位明星，询问他们对这些明星有哪些方面的了解？他们是否看过这些明星做过的广告和使用过广告中的产品？将你的研究结果写成一份报告。

第4章组织市场及其购买行为
一、概念题
1. 判断
1) 组织市场的购买者往往经过中间商进行采购____________
2) 个人因素指生产者用户内部参与购买过程人员的年龄、教育、个性等因素，它们对
生产者购买行为有一定影响___________
3) Business-to-business marketing is the marketing of goods and services to individuals and organizations for the purpose of personal consumption
4) Any firm that purchases goods and services to make a profit by using them to produce other goods or to become part of other goods is part of the producer segment of the business-to-business market
2. 选择(可多选)
1) 组织市场包括_________。

A、产业市场
B、集贸市场
C、非营利组织市场
D、政府市场
E、原材料市场
2) 影响产业市场购买决策的主要因素有______。

A、环境因素
B、组织因素
C、人际因素
D、个人因素
E、心理因素
3) A particular segment of the business-to-business market includes those individuals and organizations that purchase goods and services for the purpose of making a profit. They achieve this goal by using purchased goods and services to make other goods, to become part of other goods, or to facilitate the daily operations of the organization. This group is called the segment of the business-to-business market.
a. producer
b. reseller
c. government
d. institution
e. wholesaler
4) Businesses that buy finished goods and sell and distribute them for a profit are called
a. inventory carriers
b. producers
c. institutions
d. resellers
e. transportation companies
3. 简答
1) 简述组织市场的特点。

2) What‟s the main type of Producers‟ buying behavior?
二、理解题
1. 判断
1) 中间商倾向于跟供应商签订短期合同__________
2) 采购者个人的购买风格对中间商购买行为影响较小__________
3) The reseller market is the same as the retailer market__________
4) State, county, and city government purchasing procedures have become more standardized in recent years, making it easier for some groups to purchase cooperatively by buying in volume and gaining price breaks
2. 选择(可多选)
1) 批发商和零售商的产品组合策略主要有_______。

A、独家产品
B、深度产品
C、广度产品
D、混合产品
E、整体产品
2) 中间商的购买多属_____。

A、冲动购买
B、习惯购买
C、专家购买
D、理性购买
E、非专家购买
3) A business-to-business marketer may be serving any one or several of the following categories of customers EXCEPT__________
a. institutions and nonprofits
b. producers
c. resellers and wholesalers
d. governments
e. private consumers
4) The Chinese government is:
a. not a business-to-business market segment
b. the world's largest single customer
c. an organization accounting for over 50 percent of the Chinese gross national product
d. mainly a military equipment purchaser
e. using one centralized purchasing office for the entire government
3. 简答
1) 简述中间商购买决策过程。

2) Why is relationship marketing more important to the B2B than to the B2C players?
三、应用题
1. 进入, 查阅有关海尔集团如何进行原材料、零部件采购，了解其供应商政策以及采购程序等。

据此谈谈给你留下哪些深刻印象。

2. Suppose that you own a small business that provides PC repair services to local businesses. In addition to the basic fix-it services you now provide, you are thinking about offering new services. Applying the “systems selling” concept, what additional services could you offer that would make a complete package or systems solution for your customers?
3. 走访一家高技术企业，了解其如何进行办公电脑的采购，分析其采购程序、购买决策的参与者、采购影响因素等。

4. 某绿色蔬菜公司向各宾馆推销新鲜蔬菜。

该公司必须首先识别出各宾馆参与购买活动的人员构成。

这些人员可能包括宾馆采购经理、餐厅主厨、食品部和饮料部的经理。

在其中每位人员所起的作用是不同的，请分析采购部经理、主厨、饮食部经理各自关注哪些方面？面对这样一个由许多方面人员组成的采购中心，营销人员要想亲自去接触每一个人，其时间和精力都无法做到。

假如该绿色蔬菜公司刚刚成立，规模较小，营销人员应该首先攻克的壁垒是谁？
5. 假定你拥有一个小的印刷公司，现在你有机会参与联邦政府购买合同的投标，中标后将会为你们公司带来很多业务。

列出你参与政府市场投标的三种利益以及三种弊端。

第5章竞争性营销战略
一、概念题
1. 判断
1) 利基战略是以专业化战略为基础的一种复合战略______________________
2) 根据获取信息并结合行业情况，企业可以采用相应的分析方法(如SOWT分析等) 来分析预测竞争对手的优劣势___________
3) Strategic Planning is the process of developing and maintaining a strategic fit between the organization‟s goals and capabilities and its changing marketing opportunities
4) There are three generic types of strategic thinking: overall cost leadership, differentiation, and focus
2. 选择(可多选)
1) 识别市场竞争者的层次包括_________。

A、品牌竞争
B、资金实力
C、行业结构
D、市场角度
E、一般竞争者
2) 评估竞争对手的指标包括______。

A、占有率
B、财务状况
C、产能利用率
D、创新能力
E、高层领导者情况
3) Market leader should work hard in three aspects, they are____________
a. enlarge total demand
b. protect market share
c. government
d. institution
e. increase market share
4) Which of the following could be viewed as attacking target(s) for market challenger?
a. market leader
b. companies with the same size
c. institutions
d. resellers
e. small companies in local area
3. 简答
1) 企业的竞争对手包括谁？
2) What‟s SWOT analysis?
二、理解题
1. 判断
1) 对于市场挑战者而言，攻击市场领先者的战略风险较低__________
2) 大企业应该多关注利基市场__________
3) market niche should choose big markets as target markets__________
4) market challenger can always succeed to attack market leader
2. 选择(可多选)
1) 康佳集团首先开发出适宜卧室收看的袖珍彩电——家庭第二台彩电，并迅速占领该细分市场的做法被称为_______。

A、攻击市场领先者
B、抢占市场
C、攻击同等规模对手
D、攻击小公司
2) The roles market niche could play include_______
a. end-user expert
b. vertical expert
c. special customer expert
d. quality/price expert
e. service expert
3. 简答
1) 简述平衡竞争者导向和顾客导向的必要性。

2) As far as most of the Chinese corporations are concerned, is market niche a suitable strategy to adopt, why?
三、分析与应用题
1. Which strategy should Chinese Auto firms adopt in domestic market，why? Please express your opinion in detail.
2. 请查阅有关雷克萨斯汽车公司的相关资料，指出它在中国市场的地位，并对其采用的营
销战略予以评价。

3．角色扮演：运用你所学的理论分析我国内地平板电脑市场的竞争状况。

并假定你是联想集团负责平板电脑产品的产品经理，针对2011年苹果公司推出IPAD2产品的营销策略，你该为你公司同类产品采取怎样的竞争性营销战略？
第6章目标市场战略
一、概念题
1. 判断
1) 依据消费者对商品的同质需求和异质需求，可以把市场分为同质市场和异质市场_______
2) 消费者需求和购买行为的差异性和同类性，是市场细分的主要依据__________
3) 市场需求潜量分析只需要静态考虑细分市场的规模____________
4) 产品专业化是指公司专门满足某一类顾客群体的需求，为这些顾客提供所需要的多种产品或服务__________
5) 所谓的市场定位就是确定你所提供的产品或品牌的特色___________
6) Geography, psychographics, and benefits sought are examples of possible segmentation variables used by marketers
7) A segmentation scheme must produce segments that meet four criteria to be considered useful. These four criteria are substantiality, identifiability and measurability, accessibility; and responsiveness
8) Positioning is nothing to do with product differentiation
9) Market specialization is one of target market strategies
10)差异化营销战略能够更好地满足消费者的需要，所以企业应尽量采用
2. 选择(可多选)
1) ______是市场细分的条件之一。

A、竞争性
B、可衡量性
C、效益性
D、适应性
2) 市场细分对企业营销具有以下利益_________。

A、有利于发现市场机会
B、有利于掌握目标市场的特点
C、有利于制定市场营销组合策略
D、有利于提高企业的竞争力
E、有利于节省成本费用
3) 目标市场的选择模式包括_______。

A、市场集中化
B、产品专业化
C、市场专业化
D、选择专业化
E、市场全面化
4) 定位的最后一步是______。

A、企业定位
B、市场定位
C、品牌定位
D、传播定位
5) 企业可以体现差异化的方面包括_______。

A、产品差异化
B、服务差异化
C、人员差异化
D、渠道差异化
E、形象差异化
6) A group of individuals or organizations sharing one or more characteristics that cause them to have relatively similar product needs is called a ________。

a. market segment
b. market position
c. retail base
d. segmentation base
e. retail division
7) The process of dividing a market into meaningful groups that are relatively similar and identifiable is called ________。

a. perceptual mapping
b. positioning
c. micromarketing
d. cannibalization
e. market segmentation
8) undifferentiated marketing ________。

a. has cost economics
b. without segmentation
c. fit for most products
d. only focus on demand generality
e. fit for small company
9) concentrated marketing especially fits for ________。

a. international companies
b. big companies
c.medium companies
d. small companies
10) _______is the development of a specific marketing mix to influence potential customers‟ overall perception of a brand, product line, or organization in general, and is related to the place a product occupies in consumers‟ minds relative to competing offerings.
a. Differentiating
b. Segmentation
c. Targeting
d. Positioning
e. Integrating
11) _______assumes that competing products are arranged in people‟s minds along various dimensions relevant to their purchase and consumption behavior。

a. Target marketing
b. Market segmentation
c. Differentiation
d. Production
e. Positioning
3. 简答
1) 消费者市场细分的依据有哪些？
2) 目标市场选择可供使用的模式有哪几种？各有什么优缺点？
3) 简述产品定位、品牌定位、企业定位的含义
4) What are the segmentation indices in B2B market？
5) How many types does target marketing strategy have? What are they?
6) What‟s Perceptual Mapping?
二、理解题
1. 判断
1) 市场细分实际上是对产品进行分类____________
2) 市场细分是选择目标市场的目的和归宿_________
3) 只要综合考虑细分市场与企业自身两个方面的因素，就能有效地分析市场机会___________
4) 无差异性营销战略能被大多数企业采用_________
5) 企业采用服务差别化的市场定位战略,就可以不再追求技术和质量的提高________
6) 企业在市场营销方面的核心能力与优势，会自动地在市场得到表现________
7) One reason marketers use market segmentation as a tool is that once completed, the process need not be repeated__________
8) Substantiality of a market segment, asking "how large is large enough," indicates that large numbers of potential customers are needed for a market segment to be considered viable
2. 选择(可多选)
1) 生活消费品市场的细分变量主要有地理环境、人口状况、消费者心理、购买行为等四类，其中使用习惯属于______。

A、购买行为
B、人口状况
C、消费者心理
D、地理环境
2) ______差异的存在是市场细分的客观依据。

A、产品
B、价格
C、需求偏好
D、细分
3) The purpose of market segmentation is to:
a. divide the market into equal size and profit regions for sales territories
b. reduce the market down to a specific size that the firm can handle
c. group a large number of markets together enabling a company to serve them simultaneously
d. enable the marketer to tailor marketing mixes to meet the needs of one or more specific groups
e. develop a generalized definition of the market as a whole
4) Market segmentation can assist marketers in all of the following EXCEPT:
a. developing more precise definitions of customer needs and wants
b. identifying which variable base should be used for segmenting
c. identifying when and how customer needs are changing
d. identifying where new opportunities are emerging
e. evaluating where and why demand is falling
5) For high homogeneity products, which strategy should be used?_________
a. single-segment concentration
b. product specialization
c. market specialization
d. selective specialization
e. full market coverage
6) A clothing company only sells clothes to old male people, its strategy is called_________
a. undifferentiated marketing
b. differentiated marketing
c. concentrated marketing
7) Product positioning is the process of_________
a. finding the correct location for retail outlets that will sell the product
b. finding the right place in the channel of distribution for a product
c. creating the desired image of the firm‟s product with respect to its competition
d. competing with competitors‟ products in the retailers‟ stores for the best position on the
shelf
e. pricing the product to be at a competitive level with other brands on the market
8) _________is a means of displaying or graphing, in two or more dimensions, the locations of products in the minds of present or potential customers.
a. Perceptual mapping
b. Product differentiation
c. Psychographic targeting
d. Graphic target strategy
e. Market orientation
3. 简答
1) 为什么市场细分战略是现代市场营销观念的产物？
2) 决定企业选择特定目标市场的关键因素是什么？
3) 定位时应避免哪些错误？
4) The chapter states that once we divide large, heterogeneous markets into smaller segments we can reach them more efficiently and effectively. What does that statement mean? Why is this important to the marketer?
5) How to use Perceptual Mapping when positioning?
6) 何种情况下会进行重新定位？
7) 试分析论述市场细分、目标市场选择及市场定位的关系。

8) 请比较产业市场细分与消费者市场细分的异同。

三、分析与应用题
1. 选择一种你经常使用的产品和品牌，列出你因使用它而得到的好处，不要说出你的答案，请另一位也使用不同品牌的这一类产品的同学(最好是异性)也列出他或她认为使用该品牌的好处，比较这两个答案并找出厂家运用利益细分来营销这两种品牌的办法。

2. 上网搜集苹果公司“ipad2”的相关资料，分析其目标市场营销战略并做出评价。

3. 请到“苏宁”、“国美”这些家电大卖场，仔细观察康佳、创维、长虹、海信以及索尼、三星、夏普、LG等品牌的主流电视机情况，并浏览相关企业的网站，从定位的角度分析一下国产电视机的情况。

4. 有人说中国移动的“全球通”定位于高端用户，“神州行”则定位于普通收入的用户。

请到中国移动的网站看看相关的描述，而后结合你学过的知识对上面的表述谈谈你的看法。

5. 一位市场部经理在谈及战略层面的营销时，表示“STP战略对实践有很强的指导意义，但是要清楚一点，即在买方市场条件下，不做细分和把整个市场完全细分，即…一对一营销‟都是不明智的”。

试分析之。

6. 选择一种数码消费品，如手机，数码相机等，至少列出三种不同的品牌，并分析它们各自的定位战略以及每一种定位是如何传达给目标市场的消费者的。

第7章产品策略与管理
一、概念题
1. 判断
1)市场营销学上的产品是指人们从事生产经营活动的直接而有效的物质成果______
2)市场上的产品按用途划分，可分为生产资料和消费资料_______
3)Applied research can be defined as converting useful applications into marketable products.
4)Evaluating an idea with a concept test is usually done at the screening stage of the product development process
5)品牌资产是一种特殊的有形资产______
6)品牌资产在企业实际运营中会有增有减_______
7)Brand management is the application of marketing techniques to a specific product, product line, or brand
8)Brand equity refers to the marketing effects or outcomes that accrue to a product with its brand name compared with those that would accrue if the same product did not have the brand name
2. 选择(可多选)
1)产品组合包括哪四个变量______。

A、产品组合策略
B、产品组合的宽度
C、产品组合的长度
D、产品组合的深度
E、产品组合的关联度
2)产品市场生命周期包括______四个阶段。

A、投入期
B、高峰期
C、成长期
D、成熟期
E、衰退期
3)____________an existing product by targeting it toward new market segments is another type of new product because the product is new to that segment.
a. Brainstorming
b. Diffusing。