11. _____ is a detailed assessment of the current marketing conditions facing the company, its product lines, or its individual brands.

A. Matrix analysis B. Micro analysis C. Situation analysis

D. Opportunity analysis

E. Competitive analysis

13. The market segmentation process A. divides a market into distinct groups that have heterogeneous needs. B. divides a market into distinct groups that will respond similarly to marketing actions. C. offers one version of the product to all markets. D. creates products for several markets that have independent needs. E. positions products in the minds of prospects and customers.

15. The communication process begins with the process of A. encoding. B. encrypting. C. channeling.

D. decoding E. bolstering.