创业101 你的客户是谁 期末答案
创业101：你的客户是谁 期末参考答案
• 多选1. 影响客户终身价值的因素包括（ ）。Factors affecting the lifetime value of customers include ( ).
客户价值Customer value
客户关系生命周期Customer relationship life cycle
贴现率The discount rate
• 多选2. 控制客户流失的对策有（ ）。Competitive analysis of the main object is ( ).
进行全面质量管理Conduct total quality management
区分导致客户流失的原因，并找出哪些可以改进的地方Distinguish the reasons that lead to customer churn and find out what can be improved
关注不同群体的客户流失率，形成不同客户群体的流失率分布图To focus on the customer turnover rate of different groups, and to form the flow rate distribution of different customer groups
增进与客户的沟通Improve communication with customers
• 多选3. 有效市场细分的基本要求有（ ）。The basic requirements for efficient market segmentation are ( ).
可衡量性Measurable sex
价值性The value of sex
可到达性Can reach sexual
相对的稳定性Relative stability
• 多选4. 以下条件中，企业可以考虑通过低价实现市场占有率提高的有（ ）。In the following conditions, enterprises may consider the possibility of increasing market share through low prices ( ).
市场对价格反应迟钝The market is slow to respond to price
生产与分销的单位成本会随生产经验的积累而下降The unit cost of production and distribution will decrease with the accumulation of production experience
产品质量优良Excellent product quality
• 多选5. 下列属于市场细分对企业营销带来的利益有（ ）。The following are the benefits of market segmentation to enterprise marketing ( ).
有利于发现市场机会Good for discovery market opportunities
有利于掌握目标市场的特点It is helpful to grasp the characteristics of target market
有利于制定市场营销组合策略Facilitate the development of marketing mix strategies
有利于提高企业的竞争能有利于节省成本费用It is beneficial to improve the competition of enterprises to save cost
• 多选6. 下列价格形式中属于区分需求定价的有（ ）。The following price forms are divided into ( ).
公园门票对某些社会成员给予优惠Park tickets offer discounts to some members of society
在节假日或换季时举行“大甩卖”等活动During the holiday or season, there are “big sale” activities
对不同花色、不同款式的商品所定的不同价格Different prices for different types of products
• 多选7. 客户忠诚给企业带来的效应包括（ ）。The benefits of customer loyalty include ( ).
长期订单Orders for a long time
回头客Repeat customers
额外的价格Extra price
良好的口碑Good reputation
• 多选8. 下列属于有企业在市场定位过程中的做法有（ ）。The following are some of the practices that companies have in the process of market positioning ( ).
要了解竞争产品的市场定位Understand the market positioning of competitive products
要研究目标客户对该产品各种属性的重视程度To study the importance of target customers to the various attributes of the product
要选定本企业产品的特色和独特形象We should select the characteristics and unique image of our products
• 多选9. 客户满意可以从三个维度来衡量，它们是（ ）。Customer satisfaction can be measured in three dimensions, and they are ( ).
客户知识和经验Customer knowledge and experience
客户所获利益The interests of the client
产品或服务所支持的个人价值Personal value supported by products or services
• 多选10. 客户忠诚度最重要的影响因素有（ ）。The most important factor in loyalty is ( ).
满意satisfaction
愉悦pleasure
信赖Confide in
• 单选11. 为什么你需要在你已经进行了市场细分，并确定了潜在的终端用户之后构造一个终端用户画像？Why do you need an End User Profile after you’ve already conducted market segmentation and indicated potential end users?
即使你已经在你的市场细分探索到潜在的最终用户，有可能目标最终用户还是有很大多样性。There is likely to still be a lot of variety among your target end users, even after you’ve explored potential end users in your market segmentation.
• 单选12. 在客户关系管理里，下列情况中不是客户忠诚的表现有（ ）。 In customer relationship management, customer loyalty is not shown in the following situations ( ).
即使遇到对企业产品的不满意，也不会向企业投诉 Even if you are not satisfied with the enterprise products, you will not complain to the enterprise
• 单选13. 最严格的估计你的总目标市场（TAM）的方法是：The most rigorous way to estimate your Total Addressable Market (TAM):
自下而上来分析：开发适合市场的最终用户形象。确定有多少最终用户存在于市场。把你期望每年从每个最终用户上取得的收入乘以最终用户的数量。该结果是TAM。Botton Up Analysis: Develop the end user profile for the market. Identify how many end users exist in that market. Multiply the number of end users by the amount of revenue you expect to generate from each end user per year. The product is the TAM.
• 单选14. How many markets should a startup initially attack? 初创公司应主动进军多少个市场？
1
• 单选15. What is the best description for a Decision-Making Unit, based on what you’ve learned in the course? 根据你在这次课中所学的知识，下列哪一项是对决策单位的最佳描述？
The individual(s) who decide whether the customer will buy your product. 决定消费者是否会购买你的产品的人。
• 单选16. What is the goal of creating an End User Profile? 建立终端用户介绍的目标是什么？
To create a description of a narrowly defined subset of end users with similar characteristics and similar needs. 通过相似的特点和需求对终端用户群体进行细化描述。
• 单选17. The TAM equals: TAM等于
The number of end users multiplied by the amount of revenue you will generate from each user on an annual basis. 终端用户数量乘以你一年中从每一个用户身上创造的资产。
• 单选18. 如某企业的市场占有率为30%，其三个最大的竞争者市场占有率分别为20%、12%、8%，则该企业的相对市场占有率为（ ）。If the market share of an enterprise is 30%, the market share of its three largest competitors is 20%, 12% and 8% respectively. The relative market share of the enterprise is ( ).
75%
• 单选19. In the process of their primary customer research and the development of their End User Profile, an MIT student team identifies a person who perfectly fits their End user Profile.
在他们的前期客户调研和最终用户特征描述过程中，一个MIT的学生团队发现一个非常匹配他们的最终用户特征的人。
One of the team members suggests that the team explore the possibility of bringing on that end user as an employee or even co-founder.
团队中的成员之一建议将这名最终用户发展成为他们的员工甚至联合创始人。
Discuss in the context of what you’ve learned in this course.
根据你从本门课程中学到的内容进行讨论。
It’s a huge advantage if someone who fits the End User Profile is on your team from the beginning. The depth of understanding you will then have about your customer will be a critical factor in your success. 如果在最初阶段你的团队中有符合最终用户描述特征的人是非常有优势的。你将会对你的客户有深入的了解，这将是你成功的重要因素。
• 单选20. Primary customer research is: 初期客户研究是指：
Speaking directly with customers 直接和客户交谈
• 单选21. 获得付费客户的重要警告是什么？What is the one caveat to the all-important goal of getting a paying customer?
你也想有一种良好并且可持续的生意。不是每个付费客户都能确保那样。You also want to build a good and sustainable business. Not every paying customer ensures that.
• 单选22. 市场细分化是依据（ ）的差异对市场进行的划分。Market segmentation is based ( )on the difference in the market.
买方The buyer
• 单选23. Saewon将要从MIT媒体实验室毕业。此前她在终生幼儿园组做研究时，爱上了玩具制作。Saewon is about to graduate from the MIT Media Lab. During her time there she conducted research at the Lifelong Kindergarten group where she fell in love with making toys.
她决定创业，为3-5岁的幼儿制作玩具。意识到孩子是最终用户（孩子玩儿玩具），家长是付费客户（家长付钱），她决定将产品开发过程定位为制作家长会喜欢的玩具。She decides to start a company that would make toys for children that are 3-5 years old. Realizing that children are the end users (that is, they use the toys) and parents are the customers (that is, they pay for toys), she decides to focus her product development on creating toys that parents would love.
评价Saewon产品开发的决策。Evaluate Saewon’s product development decision.
她应当首先关注最终用户，因为可持续的商业模式离不开一定数量的最终用户群体。She should focus on the end users first, because a sustainable business is unlikely without a committed group of end users.
• 单选24. What is the level of specificity that you need to strive for with the End User Profile? 你需要在终端用户介绍上达到什么样细致程度？
A comprehensive spectrum of demographic, behavioral, and motivational factors. 包括人口、行为和激励因素在内的一系列全面因素。
• 单选25. 需求是指人们有能力购买并愿意购买某个（种）具体产品的愿望，也就是说，需求可表示为（ ）。Demand means that people have the ability to purchase and are willing to purchase a specific product, which means that demand can be expressed as ( ).
欲望 购买力desire The purchasing power
• 单选26. 在创业的初创阶段，创业者最主要的需求首先是解决（ ）问题。 In the start-up stage, the primary demand of entrepreneurs is to solve ( ) problems first
生存 survive
• 判断27. “反市场细分”就是反对市场细分。Anti-market segmentation is against market segmentation.（ ）
错误
• 判断28. 市场调查的作用之一是有利于准确地市场定位，更好地满足顾客需要，增强企业竞争力。One of the roles of market research is to make accurate market positioning, better meet customer needs and enhance enterprise competitiveness.（ ）
正确
• 判断29. 企业进行营销决策的主要依据是每一类客户的行为特征、需求价值取向和成本收益。The main basis of the marketing decision is the behavior characteristics, demand value orientation and cost benefit of each type of customer.（ ）
正确
• 判断30. 忠诚的客户来源于满意的客户，满意的客户不一定是忠诚的客户。Loyal customers come from satisfied customers, and satisfied customers are not necessarily loyal customers.（ ）
错误
• 判断31. 通过市场细分化过程，细分出的每一个细分市场，对企业时长营销都有重要的意义。Through the process of market segmentation, each segment of the market segment has important significance to the company’s marketing.（ ）
错误
• 判断32. 当企业渠道管理能力较强时，应选择长渠道营销。When the enterprise channel management ability is stronger, should choose long channel marketing.（ ）
错误
• 判断33. 客户在整个生命周期内给企业带来的所有贡献称为客户终生价值。客户在整个生命周期内给企业带来的所有贡献称为客户终生价值。All of the contributions that customers bring to the enterprise throughout their life cycle are called lifetime value. All of the contributions that customers bring to the enterprise throughout their life cycle are called lifetime value.（ ）
正确
• 判断34. 在同类产品市场上，同一细分时长的客户需求具有较多的共同性。In the same kind of product market, the customer demand of the same subdivision has more commonality.（ ）
正确
• 判断35. 市场细分将揭示看似相似的目标客户群体之间的重要区别。Market segmentation will reveal important differences between seemingly similar groups of target customers．（ ）
正确
• 判断36. 客户关系管理是一项企业经营的商业策略，其核心思想是将企业的客户作为最重要的企业资源，透过选择和管理客户，挖掘其最大的长期价值。Customer relationship management (CRM) is a business strategy of enterprise management, its core idea is to enterprise customers as the most important resource of enterprise, through the selection and management of the customer, excavate its biggest long-term value.（ ）
正确
• 判断37. 以客户为中心就是要求企业与所有客户都建立稳定的关系。Customer-focused is to require companies to establish stable relationships with all customers.（ ）
错误
• 判断38. 按客户对企业的利润贡献不同，对于优秀客户要尽力关怀，对于不良客户可逐渐淘汰。According to the customer’s profit contribution to the company different, for good customers to try to care for, for bad customers can be phased out.（ ）
正确
• 判断39. 按照二八法则对客户进行分类管理和服务，企业可以把无限的资源集中到为最有价值的客户服务上，剔除不能为企业创造利润的无效客户。According to law and classification management and service with the customers, enterprises can take unlimited resources to focus on for the most valuable customer service, eliminate invalid cannot create profits for the enterprise customers.（ ）
错误
• 判断40. 虽然向顾客传送超凡的价值无疑可以带来经营上的成功，但是实现“所有客户100%的满意”不一定能为企业带来利润。While delivering exceptional value to customers can undoubtedly lead to business success, achieving “100% satisfaction with all customers” does not necessarily bring profits to the enterprise.（ ）
正确
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