1.(p.8)What question needs to be specifically addressed while developing a business strategy?
A.What business are we in?
B.What business should we be in?
C.What portion of our total resources should we devote to each business to achieve overall goals and
objectives?
D.What distinctive competencies can give the business unit a competitive advantage?
2. (p.45) The following performance measures: market share, brand awareness and brand
preference are all measures of which of the following performance criteria.
A. Profitability
B. Contribution to owners
C. Competitive strength
D. Growth
3.(p.120)Diffusion of innovation theory allows
A.Marketers to estimate how rapidly an innovation is likely to be adopted by the target
market
B.Consumers to gauge the feasibility of product acceptance within their reference groups
C.Management to estimate how quickly innovation can seep into an organizational culture
D.Marketers to manipulate customer attitudes from the time they first hear about the new
product until they adopt it
4.(p.137-138)Which of the following statements emphasizes the impact of income in
segmenting markets geographically?
A.Mobile service providers are focusing attention on the 65-plus segment to improve
penetration
B.Toyota has launched an online information service aimed at women as they directly
influence eight out of ten vehicle purchases
C.Nokia has launched a subsidiary to create an ultra-exclusive mobile telephone targeting
customers buying prestige products
D.The increase in the number of working women has created needs for specialized goods
and services
5.(p.155)Physical positioning helps in all of the following ways except