Question

13. You have discovered that the sments you are targeting programs. This segmenting requirement is called ???????? e and respond differently to different marketing mix elements onceptually a. accessible c. reachable b. measurable d. differentiable 14. Mary ates targets several different market segments while ning separate offers for each one. This approach is called a. undifferentiated c. multi-segmented marketing. b. differentiated d. mass 15, Neiman Marcus claims superior quality, performance, and style. The pnce to cover the higher costs. What type of positioning does Neiman Marcus use? a. more-for-the-same strategy c. repositioning strategy b. more-for-more strategy d. the-same-for-less strategy 16. Products and services fall into two broad classes based on the types of that use them. Which is one of these broad classes? consumers b. brand equity d. brand extension a. industrial products are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase efort. a. Shopping products c. Specialty products b. Unsought products d. Industrial products 18. Companies may set prices low for which of the following reasons EXCEPT to prevent competition from entering the market a. b. to stabilize the market c. to create excitement for a product d. to prepare for an easy exit from a market 19. When Polaroid sets the general price range of its cameras low and the markup on its film high, it was practicing a. market-penetration pricing c. product line pricing b. market-skimming pricing d. captive-product pricing 20. from the manufacturer or service provider is the set of firms that supply the raw materials, components, parts, information, finances, and expertise needed to create a product or service. b. Upstream d. Congruous a. Downstream c. Separated

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