Marketing and B. Market Development
Chapter 2
Student: ______________________Xia Sheng_____________________________________
Fernando was thrilled to find out that his company had just decided to invest a great deal of money in the product he was managing. He knows that even with its recent high rate of growth and the fact that it dominates its market, he would need more money to establish it firmly. Using the BCG portfolio analysis, his product would be classified as a(n):
A. star.
B. cash cow.
C. question mark.
D. dog.
E. Anchor
2. Adrienne decides to add new sales representatives and increase advertising in her existing market for her current line of security systems. Adrienne is pursuing a __________ growth strategy.
A. segment development
B. market development
C. market penetration
D. diversification
E. product development\
3. Lionel is asked to conduct an STP analysis for his firm. The first step he should perform in this analysis is to:
A. develop a business mission statement.
B. choose the best target markets.
C. reposition existing segments.
D. divide the marketplace into subgroups.
E. conduct a SWOT analysis.
4. Laura is reviewing sales data after a recent in-store promotion of her company 's diet products. The data show success in some stores and limited response in others. Laura will probably next review the company 's:
A. financial statements, to investigate current and past profits.
B. brand awareness study, to assess national levels of awareness.
C. implementation programs, to see if the promotion was handled consistently in the different stores.
D. results for other product lines, to see how important diet products are to the firm.
E. analysis of national diet trends, to predict future sales levels.
5. If a firm wants to develop a sustainable competitive advantage, it should:
A. begin an aggressive campaign to buy up competitors.
B. copy the innovative features of other firms that are attractive to customers.
C. examine its
Student: ______________________Xia Sheng_____________________________________
Fernando was thrilled to find out that his company had just decided to invest a great deal of money in the product he was managing. He knows that even with its recent high rate of growth and the fact that it dominates its market, he would need more money to establish it firmly. Using the BCG portfolio analysis, his product would be classified as a(n):
A. star.
B. cash cow.
C. question mark.
D. dog.
E. Anchor
2. Adrienne decides to add new sales representatives and increase advertising in her existing market for her current line of security systems. Adrienne is pursuing a __________ growth strategy.
A. segment development
B. market development
C. market penetration
D. diversification
E. product development\
3. Lionel is asked to conduct an STP analysis for his firm. The first step he should perform in this analysis is to:
A. develop a business mission statement.
B. choose the best target markets.
C. reposition existing segments.
D. divide the marketplace into subgroups.
E. conduct a SWOT analysis.
4. Laura is reviewing sales data after a recent in-store promotion of her company 's diet products. The data show success in some stores and limited response in others. Laura will probably next review the company 's:
A. financial statements, to investigate current and past profits.
B. brand awareness study, to assess national levels of awareness.
C. implementation programs, to see if the promotion was handled consistently in the different stores.
D. results for other product lines, to see how important diet products are to the firm.
E. analysis of national diet trends, to predict future sales levels.
5. If a firm wants to develop a sustainable competitive advantage, it should:
A. begin an aggressive campaign to buy up competitors.
B. copy the innovative features of other firms that are attractive to customers.
C. examine its