When Kraft blends different coffees for the British (who drink coffee with milk), the
French (who drink it black), and Latin Americans (who want a chicory taste), it is
engaged in ________.
A) straight extensions
B) product adaptation
C) retailer versions
D) backward invention
E) forward invention
Dayton, Ohio-based Iams found success selling premium pet food through regional
veterinarians, breeders, and pet stores. This is an example of ________ differentiation.
A) service
B) employee
C) image
D) product
E) channel
Customers who view a service as homogeneous ________.
A) only patronize a preferred service provider
B) judge services on the basis of the providers
C) care less about the provider than about the price
D) pick a service provider based on functional attributes
E) opt for the service with the highest price, irrespective of quality
As the marketing manager of Cominform Pvt. Ltd., a manufacturer of health drinks,
you have selected 10 individuals who match the profile of your target customer, to
participate in a discussion on changing lifestyle trends related to health. You have also
hired a skilled moderator to facilitate the discussion and ensure that everyone
participates and stays focused on the topic. The moderator provides questions and
probes based on the ‘script” prepared by you. The discussions are also recorded for
further analysis. Which of the following methods of acquiring primary data is being
used in this case?
A) observational research
B) surveys
C) behavioral data
D) experiments
E) focus groups
Which of the following business practices involves reducing the number of
organizational levels to get closer to the customer?
A) flattening
B) globalizing
C) decentralization
D) merging
E) justifying
Market broadening and market diversification are likely tactics employed in ________
defense strategies.
A) position
B) flank
C) preemptive
D) counteroffensive
E) mobile
“Enriching Women’s Lives” is a three-word mantra that is used by Mary Kay. This is an
example of which of the following characteristics of good mission statements?
A) It is focused on a limited number of goals.
B) It is short, memorable, and meaningful.
C) It defines the major competitive spheres in which the company will operate.
D) It takes a long-term view.
E) It stresses the company’s major policies and values.