SOLVED

51) ________ involves evaluating each market segment’s attractiveness and selecting one or more segments to enter. A) Market segmentation B) Product differentiation C) Market targeting D) Market mixing E) Positioning 52) Most companies today enter a new market by serving a ________; if this proves successful, they ________. A) single market segment; add segments B) multitude of segments; add more segments C) few segments; add more segments D) niche; differentiate E) target market; reposition 53) ________ is the place a product occupies in the consumer’s mind relative to competitors’ products. A) Product placement B) Product position C) Market segmentation D) Market targeting E) Product promotion 54) Jill Reno has researched new markets and has decided which segments to enter. Next she should decide what ________ her company should occupy in those segments. A) position B) place C) rank D) rating E) percentage of space 55) Effective positioning begins with ________ the company’s marketing offer in order to give consumers more perceived value. A) pricing B) aligning C) differentiating D) promoting E) placing 56) In the four Ps of the marketing mix, design, packaging, services, and variety all fall under the category of ________. A) product B) price C) promotion D) place E) position 57) The text suggests that instead of thinking of selling products, marketers would be wise to take the customer’s view and think of ________. A) providing convenience B) offering solutions to problems C) initiating two-way communication D) offering discounts E) connecting services and products 58) In the marketing management functions, a SWOT analysis should ________ a marketing plan. A) precede B) coincide with C) follow D) evaluate E) take priority over 59) In a SWOT analysis, which of the following would be considered a strength? A) internal limitations B) trends in the market C) favorable factors in the environment D) factors that challenge the company’s performance E) internal resources 60) In a SWOT analysis, which of the following refers to factors in the external environment? A) strengths B) strategies C) weaknesses D) opportunities E) trends