战略营销Test-BankChapter-6-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 6 Question BankMULTIPLE CHOICE QUESTIONS1) The _ involves creation of substantial new value for customers and the firm by creatively changing one or mor
2、e dimensions of the business.a) Process of innovationb) Process of expansionc) Process of modificationd) None of the aboveAnswer: A2) A first-mover advantage is nearly always trumped by _, who are not just quick but also better.a) Laggardsb) Early followersc) Late entrantsd) None of the aboveAnswer:
3、 B3) Short-term business pressures often undermine innovation because.a) CEOs want returns from marketing in 6-12 monthsb) Resources are taken from short-term initiatives to hit long-term targetsc) Marketing practices for market-based assets impact accounting decisionsd) All of the aboveAnswer: A4)
4、_ refers to the core value that the performance of the product/service offers the customer, absent any brand or relationship equity effects.a) Competitive advantageb) Offering yieldc) Offering equityd) None of the aboveAnswer: C5) _ is a process to increase the speed of a firms offering development
5、and enhance its likelihood of success.a) Segmentationb) Stage-gate approachc) Innovationd) None of the aboveAnswer: B6) Which of the following are the ways a firm can innovate?a) Change what the firm offersb) Changing who the customer isc) Changing where to sell to customersd) All of the aboveAnswer
6、: D7) Greater offering equity, generated from a firms new and innovative products/services leads to _ (check all that apply).a) SCA b) Superior sales c) Increased competitiond) Superior profitAnswer: A, B, and D8) The following are the ways for a firm to change who the customer is (check all that ap
7、ply).a) Provide a total solutionb) Change customer interactionsc) Change firm structured) Change customers to targetAnswer: B and D9) _ means that once developers/designers accept some new feature, they perceive its great value far more than would be assigned the feature by non-users.a) New offering
8、 biasb) Non-user biasc) Designers cursed) None of the aboveAnswer: C 10) Which of the following is not true about disruptive innovation.a) It involves a disruptive positioning and higher riskb) Focuses on the blue oceanc) Market space is well -definedd) Demand is created rather than fought over Answ
9、er: C 11) _ refers to an innovative offering that results from dramatically repositioning an existing offering so that the total offering appeals to a different customer segment with a new proposition.a) Repositioning Strategyb) Positioning strategyc) Disruptive strategyd) None of the aboveAnswer: A
10、12) Which of the following ways does marketing directly help in creating innovation strategies? (check all that apply).a) Collecting customer inputsb) Forecasting market trendsc) Lowering profit volatilityd) All of the aboveAnswer: A and B. 13) Which of the following items can you get or derive from
11、 a Conjoint Analysis?a) Data product design matrixb) Customer preferences on a new productc) Customer preferences on different product attributesd) Both B and CAnswer: D14) _ attempt to capture a portion of the existing market, and account for the majority of sales, but earn lower relative profit le
12、vels.a) Blue ocean strategiesb) Black ocean strategiesc) Red ocean strategiesd) None of the aboveAnswer: C15) _ aim at transforming the image of competitors brand features, such that they become a negative attribute in the new market.a) Blue ocean strategiesb) Black ocean strategiesc) Red ocean stra
13、tegiesd) None of the aboveAnswer: A16) The basic intuition in Jugaad is that:a) It requires the same stage-gate process for all innovative ideasb) Agile innovation practices can vary with each problem stage and productc) It seeks conventional solutions to problemsd) None of the aboveAnswer: B17) _ l
14、eads to continuous, incremental improvements over time.a) Sustaining technologyb) Innovative technologyc) Disruptive technologyd) None of the aboveAnswer: A18) With its very different price and performance characteristics, _ improves very quickly.a) Sustaining technologyb) Innovative technologyc) Di
15、sruptive technologyd) None of the aboveAnswer: C19) _ are the first to adopt, often before the new offering even is officially launched.a) Innovatorsb) Early adoptersc) Early majority d) None of the aboveAnswer: A20) _ see the benefits of the new technology and are willing to adopt it after just a f
16、ew references.a) Innovatorsb) Early adoptersc) Early majority d) None of the aboveAnswer: B21) The _ consists of much more pragmatic consumers, who need to be convinced that the new product really works.a) Innovatorsb) Early adoptersc) Early majority d) None of the aboveAnswer: C22) The _ and _ want
17、 more evidence, but they are especially hard to persuade (check all that apply).a) Laggardsb) Early majorityc) Late majorityd) None of the aboveAnswer: A and C23) In Moores adoption cycle, the concept of _ refers to many new offerings failing to survive the jump from the early adopters to the early
18、majority groups.a) Crossing the chasmb) Switching strategyc) Breaking barriersd) None of the aboveAnswer: A24) Which of the following is not true about the adoption lifecycle?a) Innovators are the first to adopt, often before the new offering even is officially launched b) Early adopters see the ben
19、efits of the new technology and are willing to adopt it after just a few references c) The laggards consist of much more pragmatic consumers, who need to be convinced that the new product really works d) Both of the last two groups, late majority and laggards, also want more evidence, but they are e
20、specially hard to persuadeAnswer: C25) Changing the following factors can alter the rate of product diffusion, all else being equal (check all that apply).a) Complexityb) Trialabilityc) Relative advantaged) All of the aboveAnswer: D26) What is a part-worth in Conjoint Analysis?e) Data you need to ru
21、n Conjoint Analysisf) Measure the likelihood of choosing a productg) Measure the preference toward a producth) Measure the preference toward levels of product attributesAnswer: D27) Which of these factors is not important to early adoption.a) Observabilityb) Compatibility c) Lowest price d) Relative
22、 advantageAnswer: C28) _ helps marketers design and develop new products by thinking of products as bundles of attributes, then determining which combination of attributes is best suited to meet the preferences of customers.a) Choice modelsb) Conjoint analysisc) Perceptual mapsd) None of the aboveAn
23、swer: B29) The _ captures many of the people-and-product-based factors, but it also integrates pricing and advertising levels to predict adoption rates.a) Bass modelb) Choice modelc) Choice modeld) None of the aboveAnswer: ATRUE/FALSE QUESTIONS 30) Most firms rank innovation as a top strategic prior
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- 战略 营销 Test BankChapter Question Bank 28 2017
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