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A processed-meat manufacturer is moving downstream in terms of product flow by
launching a chain of retail outlets. Which diversification strategy is being used by the
company?
A.Forward vertical integration
B.Related diversification
C.Backward integration
D.Unrelated diversification
Volvo's emphasis on safety, Toyota's emphasis on reliability, and Norelco's promising a
"close and comfortable shave" highlights which determinant attribute?
A.Ingredients
B.Manufacturing process
C.Benefits
D.Endorsements
In a marketing functions audit, price questions have to do with:
A.the actions of major competitors.
B.cost-effectiveness.
C.the attainability of the present product-line objective.
D.sales force compensation.
Which of the following is true of an analogy forecasting method?
A.It is a useful approach for entrepreneurs to forecast sales of a new business.
B.It is best suited to forecast sales of established products than that of new products.
C.It is purely based on observations on what people actually do.
D.It conducts surveys to estimate market potential or forecast sales.
Goliath Corp. made overly optimistic forecasts of future sales volume. As a result, the
firm expanded too rapidly, and production capacity overshot the demand as growth
slowed. The excess, in turn, lead to an increase in price per unit. Which of the following
strategic traps did Goliath Corp. fall into during the shakeout period?
A. Sacrificing market share in favor of short-run profit
B. No clear competitive advantage as growth slows
C. Failure to anticipate transition from growth to maturity
D. Assumption that an early advantage will insulate the firm from price or service
competition
Which of the following methods is best suited to forecast sales of new products?
A. Statistical method
B. Survey
C. Observation
D. Analogy
_____ techniques, which are user-driven instead of marketer-driven, allow customers to
specify the nature of what is offered to them.
A.Rules-based personalization
B.Mass-customization
C.Collaborative filtering
D.Mass-media
_____ involves the sale of the same good---typically an informational good---to many
customers, who then combine it with information from other sources and distribute it.
A.Aggregation
B.Syndication
C.Customization
D.Subscription
Market-oriented organizations differ from product-oriented organizations in that
market-oriented organizations:
A.have narrower product lines.
B.make product packaging for the customer's convenience.
C.focus technical research on cost cutting in the production process.
D.use promotional tactics to emphasize product features, quality, and price.
AdventureBikes targets wilderness enthusiasts and introduced special robust bikes for
them. PowerDrink's target market comprises tennis players who need to replenish water
and salts lost through perspiration. These are examples of _____ segmentation that is
based on target consumers' activities.
A.demographic
B.geographical
C.geodemographic
D.behavioral
