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

26. A _ pricing strategy for an offering begins with an assessment of customer needs and perceptions. Then a target price is set based on customer perceptions of worth. (A) cost-based (B) target costing (C) value-based (D) value-added (E) competition-based

27. Providing extra amenities to differentiate and support high-priced products is referred to as _ pricing. (A) high-low (B) value-added (C) target return (D) everyday low (E) cost-plus

28. Under _, the market consists of many buyers and sellers trading over a range of prices rather than a single market price. (A) pure competition (B) monopolistic competition (C) oligopolistic competition (D) a pure monopoly (E) a pure monopsony

29. With each new generation of Apple iPhone, iPad, or Mac computer, new models start at a high price then work their way down as newer models are introduced. Apple initially uses a _ strategy. (A) market-skimming (B) target costing (C) deceptive (D) market-penetration (E) predatory

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