Continuity，Promotion，Place
5. When identifying market segments，marketers 1ook at some variables，the most common being:
A. geographic Variables，demographic Variables，psychographic Variables．pricing Variables
B．geographic Variables，demographic Variables．psychographic Variables．Product-use Variables．
C. risk taking Variables．geographic Variables，product—use variables．grading Variables
D．distributing Variables，placing Variables．demographic Variables．psychographic Variables
6. The process of accumulating and analyzing market data in order to make better decisions is called：
A．market segmentation B．target marketing C．marketing mix strategies D．marketing—research
7. A group of individuals with similar traits will may purchase particular products is a：
A．common market segments B. product market C. target market D．consumer market mix Fill in Blanks：
1. ______________ represents a group of people who have similar needs and wants and are believed to have interest in the same products．
2. ____________ means collecting and analyzing data to identify a market and to answer questions of the number and the location of potential customers and so on·
3．Dividing a market into segments according to customers’needs，wants and interest is called__________. 4．Markets
may
be
segmented
based
on______________,
_________________, _______________，and ___________ variables． 5. The marketers must develop a comprehensive plan covering the following major areas such as__________, price, _______ and channels of distribution，four of which are usually called the marketing mix． 6. Marketing functions can be grouped into_____ functions (buying and selling), _____________functions (transportation and storage)，and facilitation functions(standardization and financing) True/False
1．In order to make more profits，marketers should try to zero in on al l the segments of market to satisfy al l the needs and wants of a11 people． 2．The Chinese managers realized that the key to a lasting success，in a market economy，lies in either production or selling．
3．The concept of finding the needs of the consumers and satisfying them is the essence of marketing．
4．In practice，marketing functions can be grouped into exchange functions like buying and selling.
5. Marketing functions can be grouped into distribution functions like standardization，financing and risk taking. Chapter 3 Product and Pricing Multiple Choice
1．Products that are widely available to consumers，purchased frequently，and easily accessible are：
a) shopping products．b) specialty products．c) convenience products．d) commodity products．
2．All of the following are phases in the product 1ife cycle except： a) promotion b) introduction． c) decline d) maturity． 3．When consumers compare the quality，and prices of competing goods before making the purchase decision，the goods are considered to be： a) shopping products b)specialty products c)convenience products d)product 1ine commodities．
4. The phase in the product life cycle in which sales are at their highest level is the：
a) maturity phase． b ) introduction phase． c) growth phase． d) decline phase．
5．Milk，newspapers．soda．and chewing gum are examples
a) shopping products．b)specialty products．c) convenience products． d)commodity products．
6．Sales of the product of_______ during the growth phase of the product
life cycle．
a)decrease rapidly b)remain unchanged c) increase rapidly d) decrease slowly
7．In satisfying the consumer, the ultimate goal is to develop a product that is
a) higher priced b) copyrighted c) patented d) superior to others．
8．Which of the following are goods that consumers would make an extra effort to purchase?
a) shopping products b)specialty products c) convenience products d) product mix commodities
9．Which of the following is most likely to be a convenience good? a)a Mercedes sports utility vehicle b)a new Haire washing machine
c)a gallon of milk d)a pair of Nike basketball shoes 10．The first step in creating a new product is to develop a(n)
a) production plan b) market test c) idea d)screening
l1．Which of the following describes a pricing strategy where firms charge a high initial price assuming there is no competitive product in the market a) price skimming b) penetration pricing c)loss—leader pricing d)odd pricing