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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