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In which of the following stages of customer experience process does the direction of
cash flow occur from customer to producer?
A.Customer insight
B.Product delivery
C.Production promotion, customer acquisition, and brand building
D.Product return or disposal
Identify the market characteristic that affirms growth extension in maturing markets
through application of an extended use strategy.
A. Insufficient competencies to preempt underdeveloped applications segments
B. Relatively heterogeneous market with a variety of segments
C. Relatively high penetration but low frequency of use in one or more major segments
D. Relatively low penetration in one or more segments
Identify the share maintenance marketing objective for share leaders.
A.Delineate into niche target markets in product growth stage.
B.Stimulate selective demand among innovators.
C.Retain existing customers and ensure brand loyalty.
D.Stimulate secondary demand to help speed up overall market growth.
Identify the performance dimension that is commonly measured in terms of sales
growth relative to competitors or changes in market share.
A. Adaptability
B. Effectiveness
C. Synergy
D. Efficiency
Key issues in an annual marketing plan:
A.identifies the main opportunities and threats to the product that the plan must deal
with in the coming year.
B.summarizes the overall strategic approach that will be used to meet the plan's
objectives.
C.describes actions to be taken if specific threats or opportunities materialize during the
planning period.
D.specifies the goals to be accomplished in terms of sales volume, market share, and
profit.
Based on the market attractiveness/competitive position matrix, which of the following
strategies should a firm consider when the market attractiveness is low and the
competitive position is strong?
A. It should build selectively on strengths and invest to improve position only in areas
where risk is low.
B. It should emphasize profitability by increasing productivity and build up ability to
counter competition.
C. It should protect current strengths of the firm and seek ways to increase current
earnings without speeding market's decline.
D. It should invest more to grow at a maximum rate and concentrate on maintaining
strength.
Which of the following is a difference between physical and perceptual positioning?
A.Physical positioning represents product specs and communication, but perceptual
positioning does not.
B.In a perceptual positioning analysis, data is readily available, but in physical
positioning analyses it is not.
C.Perceptual positioning has a consumer orientation while physical positioning has a
technical orientation.
D.Physical positioning analysis is based in perceptual measures, while perceptual
positioning analysis is based in objective measures.
Identify the stage of the contingency planning process that involves specifying what
information or measures are needed to determine whether the implementation of the
action plan is on schedule?
A.Assigning probabilities of being right about the assumptions
B.Ranking the importance of each assumption
C.Tracking and monitoring the action plan
D.Identifying the action plan
A distribution agency was using facsimile machines to send and receive long-distance
messages. This was replaced with an all-in-one printer that could scan, copy, and fax.
The cost of the new printer was almost the same as the facsimile machine. For the
manufacturer of facsimile machines, this example exemplifies:
A.the entry barrier for new entrants.
B.the bargaining power of buyers.
C.the threat of substitute products.
D.the bargaining power of suppliers.
Identify the scenario emphasizing the impact of income on consumer markets that are
segmented demographically.
A.MobServ, a mobile service provider, focusing attention on the 65-plus segments to
improve market penetration
B.CarsForWomen Inc. launching an online information service aimed at women to
directly influence eight out of ten vehicle purchases
C.Cyan Mobiles launching a subsidiary to create an ultra-exclusive mobile telephone
targeting customers who buy luxurious products
D.GloGarments creating needs for specialized goods and services due to increase in the
number of men opting for neon clothing
The _____ quality dimension refers to the consistency of performance from purchase to
purchase or to a product's uptime, the percentage of time that it can perform
satisfactorily over its life.
A. brand equity
B. serviceability
C. reliability
D. durability
A bank positions itself using its deposit safety as an attribute. Why would this
positioning not create an impact in the consumer's mind?
A.Because consumers can consider only those attributes of which they are aware
B.Because the positioning effort was kept too simple and complexity was not included
C.Because the importance attached to a bank's deposit safety varies largely among
consumers
D.Because most consumers perceive all banks to be about equally safe
To develop differentiated positioning focused on untapped segments using a market
expansion strategy, a firm should:
A. encourage larger volume purchases for nonperishable products.
B. stimulate additional primary demand by promoting new features.
C. develop a differentiated flanker brand with more appealing unique features.
D. move storage of the product closer to the point of end use by offering additional
package sizes.
