Marketing Course Note

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 four times the market share of Procter & Gamble's nearest competitor. Which of the following is a disadvantage of Procter & Gamble's differentiated marketing strategy? a- lost sales that would have been made with an undifferentiated marketing strategy across all segments b- lost customer loyalty due to lack of brand loyalty c- increased costs for separate marketing plans for each brand d- other suppliers controlling pricing e- lack of resources to succeed in an attractive segment

2) It is most accurate to say that successful niche marketing relies on a firm's ________ and its ________. a-marketing strategy; services b- individual relationships with customers; positioning c- superior products; value network partners d- greater knowledge of customers' needs; special reputation e- competitive advantage in comparison to mass-market companies; affordable pricing

3) Today, the low cost of setting up shop ________ makes it even more profitable to serve very small niches. a-in malls in major cities b- in mail-order catalogs c- on the Internet d- near major competitors e- far from competitors

4) As You Like It, Inc., customizes its offers to each individual consumer. This practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations is referred to as ________ marketing. a-niche b- micro c- variable d- mass e- undifferentiated
5) Which of the following is the narrowest strategy? ( a- segmented strategy b- local marketing c- differentiated marketing d- mass marketing e- undifferentiated marketing

6) Under what