QUESTION 1

1. What is one advantage of using a concentrated targeting strategy?

A. It means that organizations can view the total market as receptive to its product.

B. It enables the use of a highly specialized marketing mix

C. It can reach customers in two or more segments that might otherwise be missed.

D. It avoids the danger of putting all resources in one micro market

1. What is product positioning the process of?

A. finding the correct location for retail outlets to sell a product category

B. finding the right channel of distribution for a product

C. creating the desired image of the firm's product with respect to its competition

D. competing with competitors' products in the retailers' stores for the best position on the shelf

1. A firm's marketing mix is intended to bring about a mutually satisfying exchange relationship with a market

A. True

B. False