制卧爱价贸易大考 《营销学原理》 期末考试试卷答案 segment (2)Using geodemographics as a basis for segmentation,what kinds of products or services would you think of marketing to the second-home buyers described in the article? (9 points) Suggested answers: A good marketer might offer such homebuyers security services and alarms,yard and house maintenance services,and rental agencies.Further,buyers of second homes probably don't want to have to do a lot of maintenance work. Consequently,a good marketer might offer them replacement windows, low-maintenance siding,etc.Finally,buyers of get-away homes would probably want entertainment products like stereos,TVs,and VCRs.The second-home buyers usually have higher income,higher social status,and higher education background.(3 points) They need for convenience,comfort and efficiency.Further,buyers of second homes probably don't want to have to do a lot of maintenance work.(3 points) A good marketer might offer such homebuyers security services and alarms,yard and house maintenance services,and rental agencies.A good marketer might offer them replacement windows,low-maintenance siding,etc.Finally,buyers of get-away homes would probably want entertainment products like stereos,TVs, and VCRs.(3 points) Criteria: a.3 points for analysis of consumer characteristics; b.3 points for analysis of consumer needs; c.3 points for possible products and service of consumer characteristics 2.Product Mix of Procter Gamble China (20 points) (1)Define the width,length,and consistency of a product mix.Figure out the product mix of Procter Gamble China in terms of width,length, and consistency.(9 points) Suggested answers: Product mix width refers to the number of different product lines the company carries.(1 point)The mix width of P&G China is 8:Hair Care, Skin Care,Personal Cleaning,Oral Care,Feminine Protection,Baby Care, Snacks Beverages and Laundry.(2 point) Product mix length refers to the total number of items the company carries within its product lines.(1 point)P&G China sells 5 Hair Care brands,2 Skin Care brands,3 Personal Cleaning brands,1 Oral Care brand,1 Feminine Protection brand,1 Baby diaper brand,1 Snack brand and 2 Laundry detergent brands.(2 points) Product mix consistency refers to how closely related the various product lines are in end use,production requirements,distribution channels,or some other way.(1 point)Laundry products and oral/skin/beauty care items of P&G China are consistent insofar as they are consumer goods that go through the same distribution channels and perform the similar functions for《营销学原理》 期末考试试卷答案 segment (2) Using geodemographics as a basis for segmentation, what kinds of products or services would you think of marketing to the second-home buyers described in the article? (9 points) Suggested answers： A good marketer might offer such homebuyers security services and alarms, yard and house maintenance services, and rental agencies. Further, buyers of second homes probably don't want to have to do a lot of maintenance work. Consequently, a good marketer might offer them replacement windows, low-maintenance siding, etc. Finally, buyers of get-away homes would probably want entertainment products like stereos, TVs, and VCRs. The second-home buyers usually have higher income, higher social status, and higher education background. (3 points) They need for convenience, comfort and efficiency. Further, buyers of second homes probably don't want to have to do a lot of maintenance work. (3 points) A good marketer might offer such homebuyers security services and alarms, yard and house maintenance services, and rental agencies. A good marketer might offer them replacement windows, low-maintenance siding, etc. Finally, buyers of get-away homes would probably want entertainment products like stereos, TVs, and VCRs. (3 points) Criteria: a.3 points for analysis of consumer characteristics; b. 3 points for analysis of consumer needs; c. 3 points for possible products and service of consumer characteristics. 2. Product Mix of Procter & Gamble China (20 points) (1) Define the width, length, and consistency of a product mix. Figure out the product mix of Procter & Gamble China in terms of width, length, and consistency. (9 points) Suggested answers： 9 Product mix width refers to the number of different product lines the company carries. (1 point) The mix width of P&G China is 8: Hair Care, Skin Care, Personal Cleaning, Oral Care, Feminine Protection, Baby Care, Snacks & Beverages and Laundry. (2 point) 9 Product mix length refers to the total number of items the company carries within its product lines. (1 point) P&G China sells 5 Hair Care brands, 2 Skin Care brands, 3 Personal Cleaning brands, 1 Oral Care brand, 1 Feminine Protection brand, 1 Baby diaper brand, 1 Snack brand and 2 Laundry detergent brands. (2 points) 9 Product mix consistency refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way. (1 point) Laundry products and oral/skin/beauty care items of P&G China are consistent insofar as they are consumer goods that go through the same distribution channels and perform the similar functions for 4