【精选】中加营销2复习题1.doc

中加营销2复习题 Ⅰ、选择题 1. Your firm has decided to localize its products and services to meet local market demands. A good approach to use would be ________ segmentation. A) geographic B) benefit C) end-use D) customer E) image 2. When Positive Image, Inc., caters to clothing, cosmetics, and toiletries markets, it is most likely using which type of segmentation? A) age and life cycle B) gender C) behavior D) psychographic E) geographic 3 Through talking to numerous competitors at a regional trade show, you learn that most of them use the most popular base for segmenting markets. What is it? A) demographic B) gender C) psychographic D) behavioral E) geographic 4 The markets you have chosen to serve in four western states can be effectively reached and served. You would tell the marketing manager that these segments are ________. A) measurable B) accessible C) substantial D) actionable E) profitable 5 Cigarette, beer, and fast-food marketers have generated much controversy in recent years by their attempts to target ________. A) teens B) the poor C) inner-city minorities D) the poor in foreign markets E) suburban adults 6 Which of the following is the most logical reason for Procter Gamble offering products that compete with one another on the same supermarket shelves? A) Different people want a greater selection. B) Procter Gamble has little competition. C) Different people want different mixes of benefits from the products they buy. D) Retailers request it. E) It creates healthy competition. 7We define a ________ as anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need. A) private brand B) service variability C) service D) product E) service encounter 8Product planners must design the actual product and find ways to ________ it in order to create the bundle of benefits that will provide the most satisfying customer experience. A) promote B) package C) brand D) augment E) present 9 ________ are