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Chapter 13 - Marketing: Helping Buyers Buy
227. After years of using a mass marketing strategy, Digital Print Shops has responded to
new competition from national chain stores by focusing on small market segments that
have been ignored by their larger competitors. Digital believes that by offering these
market segments personalized customer services it can attract a loyal group of customers
willing to pay premium prices. Digital's strategy to improve profits is known as:
A. environmental scanning.
B. niche marketing.
C. micro-marketing.
D. respondent change.
Feedback: Niche marketing is the process of finding small but profitable market segments and
offering products designed to appeal specifically to those groups.
228. As a marketing manager for Kitch-It-Tools, Jim is frustrated with the way his
organization markets their kitchen utensils. Currently Kitch-It-Tools utilizes a strategy
aimed towards the largest possible number of people, relying heavily on television and
radio advertising. Jim complains that the firm is not listening to its customers and is in
danger of losing many of them to firms that create a personal dialogue with their buyers.
Presently Kitch-It-Tools practices:
A. a constant change strategy.
B. relationship marketing.
C. mass marketing.
D. market segmentation.
Feedback: Mass marketing means developing products and promotions that are designed to
please large groups of people. This approach relies heavily on mass media to promote
products, which can lead to one-way messages rather than personal dialogues with customers.
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245. Describe the steps involved in the marketing process.
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