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Quiz 02 (Chapter 7-11)
Question
1
Marks: 1
Developing a strong position within several segments creates more total sales than ________ marketing across all segments Choose one answer.
|a. niche||
|b. target||
|c. individual||
|d. undifferentiated||
|e. differentiated||

Question
2
Marks: 1
In evaluating different market segments, a firm should look at three factors: segment size and growth, segment structural attractiveness, and company objectives and resources. Answer:
True
False

Question
3
Marks: 1
In general, a company should enter only segments in which it can ________ and ________.

Choose one answer.
|a. gain advantages over competitors; differentiate its products|| |b. offer superior value; gain advantages over competitors|| |c. identify behaviors; understanding spending power||
|d. offer superior value; ship faster||
|e. offer lower prices; ship faster||

Question
4
Marks: 1
Procter & Gamble sells six brands of laundry detergent in the United States, each designed for one of six laundry segments Procter & Gamble has identified. Together, these six brands take 62% of market share. Which of the following is a disadvantage of Procter & Gamble's differentiated marketing strategy?

Choose one answer.
|a. lack of resources to succeed in an attractive segment||
|b. increased costs for separate marketing plans for each brand|| |c. other suppliers controlling pricing||
|d. lost customer loyalty due to lack of brand loyalty||
|e. lost sales that would have been made with an undifferentiated marketing strategy across all segments||

Question
5
Marks: 1
Many companies now use a combination of phone, e-mail, fax, Internet, and other technologies to provide ________ .

Choose one answer.
|a. labeling information||
|b. support services||
|c. product mixes||
|d. brand equity||
|e. packaging advantages||

Question
6
Marks: 1
Public health campaigns to reduce alcoholism, drug abuse, smoking, and obesity are all examples of Choose one answer.
|a. specialty products||
|b. consumer products||
|c. shopping products||
|d. responsibility marketing||
|e. social marketing||

Question
7
Marks: 1
The third level of a product that product planners must consider is a ________ that offers additional consumer services and benefits. Choose one answer.
|a. brand equity||
|b. brand extension||
|c. image||
|d. augmented product||
|e. industrial product||

Question
8
Marks: 1
The diversity in types of PS tooth paste products of Unilever product mix decision which represent for product line length. Answer:
True
False

Question
9
Marks: 1
Product improvements, product modifications, and original products can all be classified as ________. Choose one answer.
|a. product extensions||
|b. pioneer products||
|c. new products||
|d. product strategies||
|e. test products||

Question
10
Marks: 1
Which type of new-product development process focuses on finding new ways to solve customer problems and create more customer-satisfying experiences? Choose one answer.
|a. team-based new-product development||
|b. sequential product development||
|c. new-product development||
|d. concept testing||
|e. customer-centered new-product development||

Question
11
Marks: 1
Which of the following is NOT a potential reason for a new product to fail?

Choose one answer.
|a. ineffective advertising||
|b. an incorrectly positioned product||
|c. an underestimated market size||
|d. higher than anticipated costs of product development||
|e. a poorly designed product||

Question
12
Marks: 1
New product development starts with ________.
Choose one answer.
|a. concept development||
|b. idea generation||
|c. idea screening||
|d. test marketing||
|e. concept testing||

Question
13
Marks: 1
When amusement parks and movie theaters charge admission plus fees for food and other attractions, they are following a ________ pricing strategy. Choose one answer.
|a....
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