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________ involves essentially using the same marketing strategy approaches and
marketing mix worldwide
A) Adapted global marketing
B) Ambush marketing
C) Standardized global marketing
D) Export marketing
E) Niche marketing
The perceived value of different product offers can be reasonably assessed by
________.
A) conducting a SWOT analysis
B) conducting a break-even analysis
C) conducting surveys and experiments
D) collecting data about competitors' offers
E) setting a benchmark for product quality
When the size, purchasing power, and profiles of a market segment can be calculated,
the market is ________.
A) measurable
B) profitable
C) substantial
D) actionable
E) competitive
The art and science of choosing target markets and building profitable relationships
with them is called ________.
A) marketing management
B) positioning
C) marketing mix
D) market offering
E) differentiation
Competitors are most likely to react to a price change when ________.
A) a large number of competitors are involved
B) the product is uniform
C) the buyers are not well informed about product features
D) buyers are not well informed about price differences
E) the products are not uniform
________ occurs when two established brand names of different companies are used on
the same product.
A) Market diversification
B) Niche marketing
C) Co-branding
D) Licensing
E) Cannibalization
Which of the following is NOT a step in the strategic planning process?
A) defining the company mission
B) setting company objectives and goals
C) designing the business portfolio
D) planning marketing and other functional strategies
E) evaluating members of the company's value chain
Companies that have been in existence for some time often lose the marketing creativity
and passion that they had at the start. They now need to refresh their marketing
strategies and try new approaches, which is known as ________.
A) multi-level marketing
B) formulated marketing
C) ambush marketing
D) intrepreneurial marketing
E) affinity marketing
Tourism Australia's global marketing campaign, "There's nothing like Australia" is an
example of ________.
A) corporate image marketing
B) person marketing
C) organization marketing
D) internal marketing
E) place marketing
Gainville Inc. manufactures android phones. Each new Gainville phone launch
advances the cause of democratizing technology. Gainville, an expert in fostering
customer community, engages customers at a deep, emotional level, and has been
ranked one of the Breakaway Brands by the brand consultancy Kendell Associates.
Gainville is most likely positioned on ________.
A) basic product attributes
B) short-term benefits
C) service variability
D) self-image enhancement
E) strong beliefs and values
Deficient products are ________.
A) products that have neither immediate appeal nor long-run benefits
B) products that give high immediate satisfaction but only hurt consumers in the long
run
C) products that have low appeal but may benefit consumers in the long run
D) products that are either unsafe or inferior
E) products in the decline stage of the product life cycle
In an attempt to set the company apart from its competitors, Central Parcel Service
(CPS) has its employees wear brown uniforms and drive brown trucks. What type of
public relations tool is being used by CPS?
A) buzz marketing
B) corporate logos
C) corporate identity materials
D) product publicity
E) public service materials
With the recent explosion of information technologies, ________.
A) most marketing managers are overloaded with data and often overwhelmed by it
B) most marketing managers are concerned solely about the duplication of content
C) companies have ceased to feel the need for marketing information systems
D) companies have ceased to maintain internal databases
E) it has become more difficult and expensive to obtain primary data
In response to price cuts from competitors, a cereal company with several more
expensive and higher quality cereals introduced a lower-priced option to its product
line. This is an example of which of the following responses to a competitor's price cut?
A) raising the perceived value of a product
B) improving product quality
C) accepting a reduced market share
D) launching a "fighter brand"
E) using high-low pricing
