Which of the following is a primary objective of mass-market penetration strategies?
A.Recoup development and commercialization costs as soon as possible.
B.Maintain leading share position in target segment.
C.Maximize number of triers and adopters in target segment.
D.Maximize number of triers and adopters in total market.
Among self-managing teams, _____ refers to the theory that those doing the work
should have the means to do what it takes to please the customer.
A.hierarchy
B.joint venture
C.centralization
D.empowerment
Which of the following is true of a live test market?
A.It does not protect a firm from competitors who use marketing tactics that mislead the
company conducting the tests.
B.It is the cheapest method to forecast sales.
C.It is more prevalent than experimental test markets.
D.It does not let a firm’s competitors to buy the checkout scanner data without bearing
test marketing expenses.
The matrix form is the most:
A. bureaucratic type of organization.
B. centralized type of organization.
C. specialized type of organization.
D. common type of organization.
Decisions about the organization’s scope and resource deployments across its divisions
or businesses are the primary focus of _____ strategy.
A. business
B.corporate
C.marketing
D.functional
Which of the following is the final step in a typical contingency planning process?
A.Specifying alternative response options
B.Identifying critical assumptions about the future
C.Ordering of critical assumptions by rank
D.Tracking/monitoring of action plan
Which of the following is the last step of the performance measurement process?
A. Taking corrective action
B. Evaluating feedback data
C. Obtaining feedback data
D. Defining customer satisfaction metrics
What strategy would a challenger be pursuing if its primary objective is to capture a
modest share of repeat purchases in several market segments?
A.Frontal attack strategy
B.Leapfrog strategy
C.Guerrilla attack strategy
D.Encirclement strategy
The characteristic of a new product becoming more valuable with an increase in the
number of users within informational networks is referred to as_____.
A.network externality
B.increasing returns to scale
C.benchmarking
D.disintermediation
A(n) _____ refers to a recurring buying situation handled on a routine basis.
A. straight rebuy
B. old rebuy
C. modified rebuy
D. new buy
A firm develops line extensions, new brands, or alternative product forms utilizing
similar technologies to appeal to multiple market segments. Identify the strategy
employed here.
A.Flanker strategy
B.Fortress strategy
C.Confrontation strategy
D.Market expansion strategy
Which of the following is the primary objective of niche strategies in a declining
market?
A. Increasing share of the declining market with an eye to future profits and encourage
weaker competitors to exit
B. Maintaining share in short term as market declines, even if margins must be
sacrificed
C. Focusing on strengthening position in one or a few relatively substantial segments
with potential for future profits
D. Maximizing short-term cash flow
Which of the following is an ideal characteristic of SBUs?
A. Control over those factors necessary for successful performance
B. A common set of product-markets
C. Non-accountability for their own profits
D. A heterogenous set of markets to serve with a limited number of related technologies
_____ is the process by which a market is divided into distinct subsets of customers
with similar needs and characteristics that lead them to respond in similar ways to a
particular product offering and marketing program.
A.Market capitalization
B.Market segmentation
C.Brand positioning
D.Marketing mix
What is the purpose of marketing functions audit?
A.To evaluate the adequacy of the systems that develop the firm’s product-market entry
action plans
B.To evaluate the firm’s overall structure and the extent of synergy between the various
marketing units
C.To examine the profitability of the company’s individual products, markets, and key
accounts
D.To examine, in detail, the adequacy of the firm’s ability to handle each of the
marketing-mix elements
Write a short note on designing marketing metrics.