13、today, companies are sourcing more supplies and components abroad and developing new products for specific market. the key words here are: a、globalization b、global sourcing c、localization d、foreignization
14、when it comes to making purchasing decisions, consumers tend to stress more on features like _________, __________ and _________. a、value-for-money b、practicality c、attractiveness d、durability
15、traditionally, many people think of marketing as only advertising and selling. but in this new century, marketing must be understood in the sense of satisfying customer needs.
16、in this new century, the marketing landscape is already changed, and all traditional marketing approaches are not applicable any more.
17、what marketers need to do is to construct a seller-driven marketing strategy.
18、the ultimate purpose of developing new products is to satisfy customer needs.
19、the need for self-actualization is placed at the middle of maslow’s hierarchy of needs.
20、if these ‘deficiency needs’ are not met, the individual will feel anxious and tense.
21、needs of different levels should be met one by one, level by level.
22、humans need to feel a sense of belonging and acceptance among their social groups, regardless whether these groups are large or small.
23、belonging needs may overcome the physiological and security needs, depending on the strength of the peer pressure.
24、people often engage in a profession or hobby to gain recognition and respect.
25、people with low self-esteem often need respect from others.
26、non-profit organizations such as universities and colleges should not show any interest in marketing.
27、consumers are becoming more aware of the importance of environmental protection and paying more attention to the issue of sustainability.
28、in adjusting to the new economy, some companies may be unwilling to cut their marketing budgets.
29、making cuts in the wrong places can hurt and even damage the brand’s long-term image and customer relationship.
30、forward-looking companies readily accept their responsibilities to the world around them and view sustainable marketing as an opportunity to do well by doing good.
chapter 4 managing marketing information to gain customer insights
unit 10. marketing information and customer insights随堂测验
1、the information collected from sources like _______, _________, ________ and other market players can be called marketing information. a、competitors b、resellers c、suppliers d、ngos
2、it is a multi-view of your customers obtained from a strategic analysis of both ______ and _______ data of customer behaviours. a、qualitative b、quantitative c、observational d、experimental
3、a company can also obtain tons of information from _______, _________, _______ and ________. a、socializing apps b、blogs c、posts d、websites
4、adequate customer information can contribute greatly to good products and marketing programs.
5、customer insight is the in-depth knowledge of your customers, based on their buying behaviours, their experiences with your brand, their beliefs or needs.
6、raw data collected from customers are not enough to tell anything about customer insights.
7、it is not difficult to collect information but the difficulty lies in how to use them effectively.
8、marketing researchers should be able to perform data mining and find out the stories behind the data, and provide clear answers to practical questions.
9、the problem is, some managers will ask for whatever information they could get without thinking carefully what they really need.
10、the cost issue of marketing research deserves serious consideration. the cost issue also deserves serious consideration.
chapter 6 designing a customer-driven marketing strategy
unit 14. market segmentation随堂测验
1、a segment of something is one part of it considered separately from the rest.
2、if a company segments a market, it divides it into separate parts, usually in order to more precisely identify the target consumers and improve marketing opportunities.
3、there is not a single company that is capable enough to develop a product that can satisfy all the consumers in this world.
4、consumers can also be grouped according to their psychographic features like lifestyles, personalities, values and attitudes to life.
5、acorn, which is short for a classification of residential neighborhoods, uses residential areas and related property prices to classify people.
6、abc socio-economic categories uses people’s income levels, professions and social status to group them.
7、marketers also use the data to build up a customer profile: the image of a typical consumer.
8、market segmentation is one very primary and essential step in market analysis.
9、those consumers with similar needs, behaviours and preferences can be grouped together to from different smaller segments.
10、different companies may adopt exactly the same approaches to market segmentation.
unit 15. market targeting随堂测验
1、using a(n) _________ marketing (or mass marketing) strategy, a firm might very possibly decide not to target a specific segment but the whole market. a、differentiated b、undifferentiated c、concentrated d、segmented
2、colgate offers toothpastes to its customers with different needs like sensitivity, whitening, and launches different toothpastes brands. this is called ________ marketing. a、mass b、differentiated c、undifferentiated d、concentrated
3、when it comes to choosing a targeting strategy, companies need to consider many factors which include: a、resources of the company b、market variability c、competitors’ marketing strategies d、all the above
4、in evaluating different market segments, a company must pay attention to three factors. they are: a、company objectives and resources b、company size c、segment structural attractiveness d、segment size
5、a segment is less attractive, if ___________. a、it has few strong and aggressive competitors b、it is relatively difficult for new comers to enter c、it is already packed with many strong and aggressive competitors d、it is too easy for new comers to enter
6、a company should only enter segments in which it can create superior customer value and gain advantages over its competitors.
7、modern marketers seldom adopt undifferentiated marketing (or mass marketing) strategy.
8、when using a concentrated marketing or niche marketing strategy, a firm goes after a small share of a large market.
9、concentrated marketing can be highly profitable with low risks.
10、if the segment consists of buyers with different tastes, like in the case of soft drink, then it is advisable to choose undifferentiated marketing.
unit 16. customer loyalty随堂测验
1、a loyalty card can also be named as: a、club card b、rewards card c、points card d、advantage card
2、at the end of a certain period, say, one fiscal year, the customer can generally redeem the points in the loyalty card for some: a、coupons b、vouchers c、gifts d、cash
3、being loyal means being firm and not changing in your support for a person, a product, a company, an organization or a brand.
4、customer loyalty refers to the tendency to repurchase a particular product, service or brand or revisit a particular company shop or website many times.
5、loyal customers tend to buy more and buy more expensive products.
6、loyal customers are willing to introduce their favourite brands to friends, colleagues and relatives, causing the effect of a de facto word of mouth marketing.
7、being fickle means being firm in support for a person, a brand or a company.
8、b2b (business-to-business) loyalty programs reward businesses for their purchase of goods and services from suppliers.
9、some critics see the lower prices and rewards as bribes to manipulate customer loyalty and purchasing decisions, or in the case of infrequent spenders, a means of subsidizing them.
10、some institutes warn that commercial use of the personal data collected as part of the programmes has the potential for abuse.