超星 - Homework for Ch6 - 查题吧

单选题

The sale of turkeys in the United States is highest in mid- to late November, as people buy turkeys to serve at Thanksgiving. Grocery stores that specifically advertise turkeys at this time of year are segmenting on the basis of ________.

A. benefits
B. user status
C. buyer-readiness stage
D. demographics
E. occasion

单选题

Linda was buying all her groceries from Home Needs supermarket for the past 5 years. She recently came across The Convenience Store(便利店), another supermarket just a few miles away from her place and started buying her groceries from them. Linda can be best described as a(n) ________.

A. split loyal
B. antiloyal
C. shifting loyal
D. hard-core loyal
E. switcher

单选题

When Amy goes shopping for clothes, she goes into every store in the mall looking for the best deal. She is very price conscious(价格敏感). On the basis of loyalty status, Amy can be described as a(n) ________.

A. switcher
B. split loyal
C. shifting loyal
D. hard-core loyal
E. anti-loyal

单选题

Mothers-to-be(准妈妈) are potential users who will turn into heavy users of infant products and services. By targeting mothers-to-be as future heavy users, producers of these products and services are segmenting consumers on the basis of ________.

A. attitude
B. buyer-readiness stage
C. loyalty status
D. user status
E. benefits

单选题

If a buyer is loyal to two or three different brands of soap, this buyer's loyalty status can be described as being among the ________.

A. switchers
B. shifting loyals
C. split loyals
D. hard-core loyals
E. antiloyals

单选题

Pete always buys Purina dog food for his dog because he believes that it is the best value for the nutritional content. Pete's loyalty status is best described as ________.

A. split loyal
B. shifting loyal
C. consistent loyal
D. hard-core loyal
E. switcher

单选题

A company can learn a great deal by analyzing the degrees of brand loyalty. For example, ________ can show the firm which brands are most competitive with its own.

A. hard-core loyals
B. split loyals
C. shifting loyals
D. switchers
E. antiloyals

单选题

A company can learn a great deal by analyzing the degrees of brand loyalty. For example, ________ can help identify the products' strengths.

A. switchers
B. split loyals
C. antiloyals
D. shifting loyals
E. hard-core loyals

单选题

If a marketer is seeking to segment a business market, which of the following variables is generally felt to be the most important?

A. personal characteristics
B. demographic variables
C. situational factors
D. operating variables
E. purchasing approaches

判断题

The main dimensions of the VALS segmentation framework are consumer motivation and consumer resources.

A. 对
B. 错

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