Question 1

5 out of 5 points

At the micro level, the analyses look not at the market or the industry overall, but at individuals in that market or industry, that is, ________ ________ ________ and companies themselves, respectively.

Response

Feedback:

Corre

ct

Question 2

5 out of 5 points

Marketers of such consumer services such as health care, vacation homes, and life insurance are capitalizing on the general trend of an ageing population, and are developing and implementing marketing strategies accordingly. What macroenvironmental trend is acting as acatalyst here?

Question 3

5 out of 5 points

The rise in production of products such as hybrid gas-electric vehicles, phosphate-free detergents, and high-efficiency light bulbs are all indicative of the impact of which of the following macroenvironmental force?

Response

Question 4

0 out of 5 points

According to Porter's five competitive forces, ________ occurs among firms that produce products that are close substitutes for each other, especially when one competitor acts to improve its standing or protect its position.

Response

Feedback:

Incorrect

the correct

response is

rivalry (p. 96)

Question 5

5 out of 5 points

For most companies and most goods or services, it's all about delivering what patrick Barwise and Sean Meehan call ________ ________ ________--the basics that customers expect a good marketer to provide in a particular product category.

Question 6

5 out of 5 points

According to the opportunity/threat matrix, which of the following events should be closely monitored?

Question 7

5 out of 5 points

The US Postal Service faces several challenges. The emergence of e-mail and mailable digital images are examples of which competitive force?

Response

Question 8

5 out of 5 points

Statistical methods are not recommended for new product managers charged with forecasting sales for a new product because

Question 9

5 out of 5 points

Diffusion of innovation theory allows

Response

Feedback:

Corre

ct

Question 10

5 out of 5 points

Brendin Co. is a retail chain specializing in business and casual wear for working women. Each week, all Brendin retail outlets receive sales information about their garments in terms of style and color; merchandise category (e.g., dress or casual); store, area, or region; and for various time periods. This is an example of the use of

Response

Feedback:

Corre

ct

Question 11

5 out of 5 points

What training method is most useful for improving interpersonal skills?

Response

Question 12

5 out of 5 points

Company A uses loyalty cards to track and analyze customer buying patterns and to offer customers coupons and incentives tailored to their buying behavior. Which of the market knowledge systems does the company use?

Response

Feedback:

Corre

ct

Question 13

5 out of 5 points

When major television manufacturers introduced the High Definition television, they had to account for characteristics like picture quality the levels of which were unprecedented. They used data from the introduction of color television when black and white TV's were the only sets available.

This is an example of what kind of forecasting?

Question 14

5 out of 5 points

The design, collection, analysis, and reporting of research intended to gather data pertinent to a particular marketing challenge or situation is referred to as

Response

Feedback:

Corre

ct

Question 15

5 out of 5 points

There is an increasingly important trend toward ________ in which extremely small market segments are targeted.

Response

Feedback:

Corre

ct

Question 16

5 out of 5 points

Which of the following is not an important step in the market segmentation process?

Question 17

5 out of 5 points

Customer needs are expressed in ________ ________ from a particular product or service. Response

Question 18

5 out of 5 points

Which of the following illustrations exemplifies behavioral segmentation?

Response

Question 19

5 out of 5 points

Most firms no longer aim a single product and marketing program at the mass market. instead, they break that market into ________ ________ on the basis of meaningful differences in the benefits sought by different groups of customers.

Question 20

5 out of 5 points

A ________-________ strategy involves serving one or more segments that, while not the largest, consist of a sufficient number of customers seeking somewhat-specialized benefits from a good or service.