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1
With ________ as a target market strategy, the firm concentrates on serving many needs of a particular customer group.
·
single-segment concentration
·
market specialization
·
selective specialization
·
product specialization
2
New-to-the-world products are ________.
·
new product enhancements that supplement established products
·
new products that create an entirely new market
·
existing products that are targeted to new geographical markets
·
low-cost products designed to obtain an edge in highly competitive markets
3
What can enhance the value of Web-based shopping experiences to serve as personal shopping assistants or Web-site guides?
·
Avatars
·
Smartphones
·
Tablets
·
4
What type of strategy consists of geographical pricing, price discounts and allowances, promotional pricing, and differentiated pricing?
·
Regular prices
·
Altered pricing
·
Fixed pricing
·
Price adaptation
5
Marketers must see themselves as benefit providers. For example, when a shopper purchases new shoes, he or she expects the shoes to cover his or her feet and allow him or her to walk unobstructed. This is an example of what level in the consumer-value hierarchy?
·
Basic product
·
Augmented product
·
Potential product
·
Pure tangible product
6
Which component of a marketing audit includes major developments in income, prices, savings, and credit that affect the company?
·
Technological
·
Political
·
Cultural
·
Economic
7
A firm must know where to position its product based on price and ________.
·
promotional efforts
·
region
·
quality
·
communication
8
Which of the following can induce a firm to expand into the international arena?
·
A saturated foreign market
·
A saturated domestic market
·
Cater to a domestic mass market
·
High income level of domestic consumers
9
Which of the following is a strategy that uses the manufacturer’s sales force, trade promotion money, or other means to induce intermediaries to carry, promote, and sell the product to end users?
·
Push strategy
·
Lock strategy
·
Pull strategy
·
Strategic plan
17
Marketers need to identify the hierarchy of attributes that guide consumer decision making in order to understand different competitive forces and how these various sets get formed. This process of identifying the hierarchy is called ________.
·
market partitioning
·
market estimation
·
brand association
·
market valuation
20
A company can learn a great deal by analyzing the degrees of brand loyalty. For example, ________ can show the firm which brands are most competitive with its own.
·
split loyals
·
switchers
·
hard-core loyals
·
shifting loyals
