战略营销Test-BankChapter-3-Question-Bank-7-28-2017.docx
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1、Marketing Strategy: Based on First Principles and Data AnalyticsMarketing Strategy:Based on First Principles and Data AnalyticsQuestion BankChapter 3 Question BankMULTIPLE CHOICE QUESTIONS1. Only _ in markets with huge entry and exit barriers can ignore changes among their existing customers?a. olig
2、opoliesb. multi-national subsidiariesc. monopoliesd. price leadersAnswer: C2. Which of the following are true? (check all that apply)a. all customer change is event driven b. even after customers are assigned to a segment, their needs continue to evolve monopoliesc. all customers changethis can repr
3、esent an opportunity for firmsd. all customers changethis can represent a threat for firmsAnswer: B, C & D3. Due to rapid technological and communication developments, the _ and their _ have increased. a. rapidity of industry change, competitionsb. speed at which customers change, expectation of fir
4、ms response timesc. inertia to customer change, and rapidity of firms response timesd. speed at which firms change, and social medias Answer: B4. Discrete life events, typical lifecycles, _, product lifecycle, and _ are the five sources of customer dynamics. a. learning effects, customer preference
5、changesb. transient effects, customer preference changesc. learning effects, environmental changesd. transient effects, environmental changesAnswer: C5. Various investments in facilities and brand building mean that barriers and switching costs will make following some customers more difficult.a. br
6、and-buildingb. price cutsc. competitive attacksd. switching costsAnswer: D6. A marketing strategy can be devised to cater to an average individual at any stage of life, this is a process of _ lifestyle for marketers?a. productb. industryc. customerd. All of the aboveAnswer: C7. How many stages are p
7、resent in a product lifecycle?a. 5b. 3c. 6d. 4Answer: D8. Which of the following is an advantage of the lifecycle approach? (check all that apply)a. Provides insight for AER decisionsb. Simplicity in usec. Averages all customersd. Identifies temporally homogeneous groupsAnswer: B9. Which of the foll
8、owing is a disadvantage of the dynamic customer segmentation approach? (check all that apply)a. Provides insight for AER decisionsb. Segments are not perfectly homogenousc. Averages all customersd. Identifies temporally homogeneous groupsAnswer: B10. Industry lifecycle and product lifecycle have _ a
9、nd _ stages respectively.a. 5, 3b. 4, 5 c. 5, 4 d. 3, 4Answer: C11. Dynamic-based segmentation is sometimes called the _model, because it captures customers entering the firms portfolio and expanding over time, even as other customers slowly leave.a. AcquisitionExpansionRetention (AER)b. Hidden Mark
10、ov Model (HMM)c. Customer Relationship Management (CRM)d. Customer Lifetime Value (CLV) Answer: A12. Which of the following is not an output of the HMM?a. number of feasible states in the datab. initial probability that a customer is in a statec. effect of marketing of moving customers across states
11、d. firm marketing actionsAnswer: D13. In the communal state, the levels of trust, commitment, dependence, and relational norms are higher than in any other state, and the relationship produces good cooperation and profit.a. transactionalb. communalc. transitionald. damages Answer: B14. Using _ provi
12、des several advantages including inputs to make trade-offs and resource allocation decisions among different _ stages at the customer level.a. CLV, AERb. AER, HMMc. HMM, CLVd. AER, CLV Answer: A15. _, defined as the planned process of introducing new customers to a firm to improve their long term sa
13、tisfaction and loyalty.a. customer relationship managementb. customer initiationc. customer onboardingd. None of the aboveAnswer: C16. Which of the following does not occur at the decline stage of the typical product lifecycle?a. Destructive competition and changing consumer needs and desires lead t
14、o product decline. b. Firms sales and profits decline.c. Firms with higher cost and those without a unique advantage enter the market. d. The market often consolidates with fewer suppliers.Answer: C17. Increasing _ while decreasing _ and annual marketing costs all improve CLV.a. acquisition, margins
15、b. referrals, acquisitionc. referral, marginsd. margins, acquisitionAnswer: D18. The Hidden Markov Model (HMM) uses changes in the _ customer behavior to identify customer states and model the probability of transitioning, among those states.a. present, defectingb. past, defectingc. present, transit
16、ioningd. past, transitioningAnswer: D19. Direct marketers have used _, a simplified version of _, for decades.a. CLV, RFMb. AER, CLVc. RFM, CLVd. CLV, AERAnswer: C20. To predict the effect of promotion on customer cross-buying probability, a firm would use a.a. regression modelb. HMM modelc. lost cu
17、stomer modeld. choice modelAnswer: D21. _ is a powerful, diagnostic tool to identify customers who have migrated away and identify the cause for the migration a. customer cohort analysisb. dynamic factor analysisc. lost customer analysisd. hidden Markov analysisAnswer: C22. Using CRV approach, firms
18、 have special programs to a. special finders feesb. discounts for first-time customersc. promotions for returning customersd. all of the aboveAnswer: A23. _ margins and retention rates while _ decreasing acquisition and annual marketing costs and discount rates all improve the customers lifetime val
19、ue.a. decreasing, increasingb. increasing, decreasingc. steady, increasingd. increasing, steadyAnswer: B24. _ data can help identify a triggering event or mechanism underpinning each migration and thereby answer questions about the causes of change.a. Quantitativeb. Qualitativec. Both A and Bd. None
20、 of the aboveAnswer: B25. AER positioning statements are internally focused on _ customers, rather than outwardly focused on _ customers in the market category.a. All, existingb. All, fewc. Existing, Alld. Few, AllAnswer: C26. The firms existing customer portfolio, _, and qualitative and quantitativ
21、e information from lost customer analysis are the three main inputs to the MP #2 framework.a. Past marketing and customer response datab. Past pricing and customer response datac. Past segment and pricing datad. Past customer response and segment dataAnswer: A27. Which of the following is not an out
22、put of the MP #2 framework?a. The products and services customers buy at different points in their lifecycle migration b. Customer static needs and preferencesc. How they feel at different stages in their lifecycled. The CLV of customers in each personaAnswer: B28. Which of the following is not a pr
23、ocess of the MP #2 framework?a. Industry Segmentationb. Migration Paths and Triggersc. Customer Lifetime Value of Segments d. AER positioning statementsAnswer: ATRUE/FALSE QUESTIONS 29. There are three approaches to managing customer dynamics: lifecycle, customer dynamic segmentation, and customer l
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- 战略 营销 Test BankChapter Question Bank 28 2017
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