4.2 營銷規劃：练习题

Which of the following is most likely to be defined as a niche market?

Which of the following best explains why market segmentation is a critical component of marketing planning for a business with limited financial resources?

A firm is analyzing a positioning map (market map) for its luxury watch brand. The y-axis represents Price and the x-axis represents Quality. If the firm identifies a 'gap in the market' in the bottom-right quadrant, what does this represent?

In the context of marketing planning, which element of the marketing mix is specifically concerned with the methods used to inform and persuade customers to purchase a product?

Which of the following elements is typically found in a formal marketing plan?

In the context of marketing planning, define the term niche marketing.

In marketing planning, explain why a business might choose to target a niche market rather than a mass market.

In marketing planning, how does the marketing audit serve as a prerequisite for setting effective marketing objectives?

A company identifies three distinct market segments based on demographic and psychographic factors: 'Budget Conscious Parents', 'Tech Enthusiast Professionals', and 'Health-Oriented Seniors'.

(a) Explain why a business would choose a differentiated marketing strategy over an undifferentiated one for these segments. [3]
(b) For the 'Health-Oriented Seniors' segment, recommend a specific strategy for two Ps of the marketing mix (one must be from the extended mix). [4]