15. Which of the following is a psychographic characteristic of a consumer?
(A) gender
(B) age
(C) lifestyle
(D) occupation
(E) economic status

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國立臺北大學 112 學年度日間學士班轉學生招生考試試題

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16. Which of the following terms is used to describe a specific mix of human traits that may be attributed to a particular brand? (A) brand perception (B) brand architecture (C) brand personality (D) brand loyalty (E) brand equity

17. _ is the process of dividing a market into distinct groups of buyers who have different needs, characteristics, or behavior. (A) Differentiation (B) Mass marketing (C) Market targeting (D) Market segmentation (E) Positioning

18. Which of the following is the right order of the steps that companies generally follow in designing a customer-driven marketing strategy? (A) market segmentation, differentiation, positioning, and market targeting (B) positioning, market segmentation, mass marketing, and market targeting (C) market segmentation, market targeting, differentiation, and positioning (D) market alignment, market segmentation, differentiation, and market positioning (E) market recognition, market preference, market targeting, and market insistence

19. Lilly's, a furniture retailer, sells low-end furniture and accent pieces that are targeted toward lower-income consumer groups. Lilly's most likely segments the consumer market based on _ variables. (A) demographic (B) psychographic (C) universal (D) geographic (E) behavioral

20. Bakeries and coffee bistros that offer pumpkin-flavored items only during the autumn season target their consumers primarily through _ segmentation. (A) psychographic (B) demographic (C) income (D) occasion (E) age and life-cycle 試題隨卷繳交 接下頁 5 國立臺北大學 112 學年度日間學士班轉學生招生考試試題 學制系級：休閒運動管理學系日間學士班 2 年級 科 目：行銷學 第5頁 共10頁 ☐可 ☑不可使用計算機

21. Ninety-five percent of Rolls-Royce buyers customize their order in some way. The ability to customize their vehicle is an example of _. (A) niche marketing (B) local marketing (C) individual marketing (D) mass marketing (E) market segmentation

22. Harley-Davidson disciples share a common, deeply held attraction to the brand. Harley appeals include: freedom, independence, power, and authenticity. Harley-Davidson doesn't just sell motorcycles. It sells self-expression, lifestyles, aspirations, and dreams. This illustrates _. (A) an actual product (B) core customer values (C) simple bundling (D) an augmented product (E) complex bundling

23. Major appliances, furniture, and clothing are typical examples of _ products. (A) convenience (B) shopping (C) unsought (D) specialty (E) capital

24. Kallton is a multinational communications and information technology corporation. Its principal products are mobile telephones and tablets. It recently announced on its website that customers can suggest ideas for its upcoming product model. Contributors of short-listed ideas will be adequately rewarded. In this case, Kallton is using _ to generate new product ideas. (A) marketing strategy development (B) crowdsourcing (C) concept development (D) business analysis (E) test marketing

25. Using _, researchers measure consumer responses to new products and marketing tactics in laboratory stores or virtual online shopping environments. (A) simulated test markets (B) controlled test markets (C) business analysis (D) standard test markets (E) concept development 試題隨卷繳交 接背面 6 國立臺北大學 112 學年度日間學士班轉學生招生考試試題 學制系級：休閒運動管理學系日間學士班 2 年級 科 目：行銷學 第6頁 共10頁 ☐可 ☑不可使用計算機

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