《营销学原理》 期末考试试卷 (20 points) According to USA Today,a recent trend among aging baby-boomers of the purchase of a second home became noticeable in 1999,when 13%of all home purchases were made by buyers of second homes.Most of these buyers reached the peak of their earnings and were seeking places for retirement,vacations,weekend getaways,or part-year residences. Consequently,most of them purchased homes near recreational areas such as the seaside,mountains,or the desert.They also tended to demand all the amenities(舒适的环境)of their primary residence. 38%of these buyers paid for their second homes with cash,rather than financing them with mortgages(抵押贷款)，as do most buyers in the overall residential real estate(房地产)market.Between 1996and 1999,second-home purchases jumped roughly 64%,with California gaining the largest proportion (buyers.As long as the aging baby-boomers feel confident in their purchasing power,they will continue to purchase second homes. Now answer the following questions: (I)Demography(人口统计学)is the study of the social and economic factors that influence how individual consumers behave.Geodemography combines geographic information and consumer demographic information to identify market segments with patterns of similar consumption. Does it seem reasonable to use geodemographics as a means of segmenting a market in areas that are most desirable to second-home buyers?Explain.(11 points) (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) 2.Product Mix of Procter Gamble China (20 points) >《营销学原理》 期末考试试卷 (20 points) According to USA Today, a recent trend among aging baby-boomers of the purchase of a second home became noticeable in 1999, when 13% of all home purchases were made by buyers of second homes. Most of these buyers reached the peak of their earnings and were seeking places for retirement, vacations, weekend getaways, or part-year residences. Consequently, most of them purchased homes near recreational areas such as the seaside, mountains, or the desert. They also tended to demand all the amenities (舒适的环境)of their primary residence. 38% of these buyers paid for their second homes with cash, rather than financing them with mortgages (抵押贷款), as do most buyers in the overall residential real estate (房地产) market. Between 1996 and 1999, second-home purchases jumped roughly 64%, with California gaining the largest proportion (比例) buyers. As long as the aging baby-boomers feel confident in their purchasing power, they will continue to purchase second homes. Now answer the following questions: (1) Demography （人口统计学）is the study of the social and economic factors that influence how individual consumers behave. Geodemography combines geographic information and consumer demographic information to identify market segments with patterns of similar consumption. Does it seem reasonable to use geodemographics as a means of segmenting a market in areas that are most desirable to second-home buyers? Explain. (11 points) (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) 2. Product Mix of Procter & Gamble China (20 points) 7