SOLVED

91) An undifferentiated marketing strategy is most likely to be successful in which of the following scenarios? A) The market has many competitors. B) The product or service has wide appeal. C) Growth of the market has stabilized. D) The market is slowly shrinking. E) The market has a few strong competitors. 92) Jolene Enterprises mass produces an all-purpose floor cleaner, mass distributes it, and mass promotes it. This firm uses a(n)________. A) segmented strategy B) undifferentiated targeting strategy C) focused targeting strategy D) differentiated targeting strategy E) concentrated targeting strategy 93) Using a concentrated targeting strategy, the marketer goes after a ________ but ________ consumer segment. A) small; undefined B) small; well-defined C) large; well-defined D) large; undefined E) medium-sized; local 94) Favorite Memories is a small company that specializes in serving women over the age of 50 who are special occasion gift shoppers overlooked by major competitors. Which of the following best describes Favorite Memories’ market targeting strategy? A) undifferentiated targeting B) custom marketing C) differentiated targeting D) concentrated targeting E) mass customization 95) Saturn is “a different kind of company, different kind of a car”; the Hummer is “like nothing else.” These statements indicate a firm’s ________. A) product portfolio B) target markets C) positioning D) brand personality E) segmentation 96) Jaygo Food Stores hires better employees than the competition by conducting lengthy searches and interviews. Management also trains employees much better than competitors. Jaygo has gained a strong competitive advantage through which type of differentiation? A) image B) people C) services D) product features E) cost 97) If Sam described Coca-Cola as an all-American, Pepsi-Cola as a young daredevil, and Dr. Pepper as a nonconformist, he would be describing the sodas’ ________. A) VALS2 profiles B) target markets C) brand personalities D) NAICS classifications E) trade promotions 98) The dentist’s office calling to remind you of your scheduled appointment for the next day is an example of ________. A) CRM B) customer equity C) undifferentiated targeting D) share of customer E) repositioning 99) Average collectors of an artist’s miniatures will buy four new ones each year. The collectibles are available at a number of retail locations and from several catalog retailers. To ensure she gets a greater ________, the owner of The Door Gift Shop sends her customers who are collectors a postcard every time the store adds a new one to her store’s inventory. A) share of communication B) segment profile C) customer allocation D) share of customer E) brand perception 100) A building supply company has many high-volume customers and many low-volume customers. A CRM system would be LEAST likely to help the company management decide to use which of the following methods for communicating with low-volume customers? A) Every November, send each customer a new calendar that has the phone number of the building supply company printed on the cover. B) Once or twice a year, mail a new product catalog to each customer. C) Every few months, have a customer service representative from the building supply company call each customer. D) Have a sales representative make a personal one-on-one appointment with every low-volume customer at least twice a month. E) Give each low-volume customer the company Web address to check building supply products sold by the company.