Marketers and senior managers like to see graphical

Question 1

Potential strategic fit is a function of all of the following EXCEPT:

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A.

firm’s strengths

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B.

firm’s resources

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C.

brand personalities

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D.

product prices

Question 2

What are two perspectives a business can use in assessing each segment's attractiveness in terms of its potential for targeting?

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A.

profitability and marketability

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B.

profitability and strategic fit

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C.

marketability and strategic fit

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D.

marketability and positioning

Question 3

A company tries to serve the segments whose needs match their _______, and in doing so hope to make very happy and loyal customers who will be very profitable.

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A.

abilities to deliver/delight

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B.

Opportunities

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C.

financial resources

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D.

Targets

Question 4

Fiat Chrysler is developing a marketing strategy for a new hybrid car and just discovered that their biggest competitor is launching a very similar product at almost exactly the same time. In a SWOT analysis, the competitor’s product would be a (n) _____.

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A.

Strength

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B.

Weakness

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C.

Opportunity

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D.

Threat

Question 5

A form of comparative analysis where customers show their opinions of another firm’s strengths vis-à-vis their competitors is a ______.

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A.

perceptual map

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B.

SWOT analysis

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C.

conjoint analysis

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D.

target comparison

Question 6

Which branding approach provides stronger financial outcomes to the company?

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A.

umbrella approach

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B.

house of brands

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C.

community branding

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D.

marketing approach

Question 7

Companies build associations to their brands through _____.

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A.

classical conditioning

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B.

operant conditioning

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C.

Learning

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D.

behavioral studies

Question 8

A brand name whose image is waning is less of a liability in which approach?

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A.

umbrella approach

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B.

community approach

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C.

house of brands

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D.

marketing approach

Question 9

Which is an example of co-branding?

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A.

Krispy Kreme gets a new donut flavor

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B.

Nike offers golf balls as part of its golf line

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C.

QuickBooks has its basic software, a version for Macs, another for small business needs, and premier packets for professionals, nonprofits, retailers

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D.

Brembo brakes are in Aston Martins

Question 10

One way marketers get customers to relate to brands is by creating a brand _______, such as Apple’s classification as “exciting” or how Gillette is action oriented.

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A.

Spokesperson

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B.

Image

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C.

Personality

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D.

Awareness

Question 11

A __________ is the general term used to describe both goods and services.

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A.

Price

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B.

Product

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C.

Promotion

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D.

Place

Question 12

Marianne is shopping for a new Apple Watch. Which of the 4Ps is most central to her purchase?

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A.

Price

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B.

Promotion

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C.

Place

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D.

Product