市场营销学题库marketing题库1(8)

AACSB: Reflective Thinking Skill: Application Objective: 7-4

23) Ford Motor Company emphasizes \?Ford Tough\

products. In doing so, the company has developed a differentiation strategy based on ________. A) people B) image C) products D) services E) positioning Answer: B Diff: 2 Page Ref: 213 AACSB: Reflective Thinking Skill: Application Objective: 7-4

24) Cheap Heaps Auto specializes in lower quality vehicles, with a few dents, priced a great deal lower than other used cars. Cheap Heaps has chosen to position their products with a ________ strategy. A) more-for-the same B) more-for-less C) same-for-less

D) less-for-much-less E) A or C Answer: D Diff: 2 Page Ref: 215 AACSB: Reflective Thinking Skill: Application Objective: 7-4

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25) Neiman Marcus claims superior quality, performance, and style. The owners provide the most upscale products and services and charge a higher price to cover the higher costs. What type of positioning does Neiman Marcus use? A) more-for-the-same B) more-for-more C) repositioning D) the-same-for-less E) more-for-less Answer: B Diff: 1 Page Ref: 215 AACSB: Reflective Thinking Skill: Application Objective: 7-4

26) Jolene Enterprises mass produces an all-purpose floor cleaner, mass distributes it and mass promotes it. This firm uses ________ marketing. A) segmented

B) undifferentiated C) traditional D) differentiated E) none of the above Answer: B Diff: 1 Page Ref: 201 AACSB: Reflective Thinking Skill: Application Objective: 7-3

27) A marketer focuses on several commonalities among all consumers. This marketer appears to be engaging in ________. A) differentiated marketing B) undifferentiated marketing C) segmented marketing D) concentrated marketing E) mass customization Answer: B Diff: 2 Page Ref: 201 AACSB: Analytic Skills Skill: Application Objective: 7-3

28) Which of the following is the most logical reason for Procter & Gamble offering products that compete with one another on the same supermarket shelves? A) Different people want a greater selection. B) Procter & Gamble has little competition.

C) Different people want different mixes of benefits from the products they buy.

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D) Retailers request it.

E) It creates healthy competition. Answer: C Diff: 3 Page Ref: 203 AACSB: Analytic Skills Skill: Application Objective: 7-3

29) Sanguine Services practices a marketing strategy where its limited resources are used to go after a large share of two small niches. Sanguine practices which one of these strategies? A) undifferentiated B) differentiated C) mass

D) concentrated

E) geographically dispersed Answer: D Diff: 2 Page Ref: 204 AACSB: Reflective Thinking Skill: Application Objective: 7-3

30) Bob and Phyllis Cords own two retail stores, one in Pottstown and one in

Norristown. Though the towns are only 40 miles apart, the consumers at both stores are very different demographically. Bob and Phyllis alter the product offerings between both locations in an effort to cater to both demographic groups. This is an example of ________. A) local marketing

B) psychographic segmentation C) micromarketing

D) demographic segmentation E) A and C Answer: E Diff: 2 Page Ref: 205 AACSB: Reflective Thinking Skill: Application Objective: 7-3

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