第 1 題
1 分Which of the following is the most accurate definition of market segmentation?
Cambridge International AS Level · Business (9609)
市場營銷的本質：練習題
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第 2 題
1 分A clothing retailer uses loyalty card data to track the purchasing habits of its existing customers and then sends personalized discount vouchers to encourage repeat visits. This strategy is best described as an application of:
第 3 題
1 分The diagram illustrates the market for luxury watches. If the cost of gold used in production increases while consumer demand remains unchanged, which of the following describes the most likely shift and the resulting change in equilibrium price?
第 4 題
1 分Which of the following is a characteristic feature of a niche market?
第 5 題
1 分Which of the following is a key characteristic of a product orientated business?
第 6 題
5 分In a customer-oriented business, if the market share of a flagship product drops from \(25\%\) to \(18\%\) while its sales volume remains constant, what does this indicate about market growth and the competitive landscape?
先自己寫一次答案，再對照解題步驟。
第 7 題
4 分A startup company has decided to target a niche market for handmade, eco-friendly stationery.
a) Define the term niche marketing.
b) Explain one advantage and one disadvantage for a small business operating in a niche market compared to a mass market.
c) State one reason why a business might eventually decide to switch from niche marketing to mass marketing.
先自己寫一次答案，再對照解題步驟。
第 8 題
5 分Explain the difference between product orientation and customer (market) orientation. Evaluate the importance of a market-oriented approach for a business operating in the fast-moving consumer electronics industry.
先自己寫一次答案，再對照解題步驟。
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