Marketing and Segment

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Spring 2013 MAR 4804 (Thurs)

Test Bank
Strategic Marketing

Quarter 2 Decisions

9. Which of the following can you not determine from market research?
a) The structure of the market
b) The market requirements
c) The market requirements of your competitors
d) The strengths and weaknesses of your competition

10. Conducting a Market Opportunity Analysis (MOA) is the first step in developing a marketing strategy.
e) True
f) False

11. What is a differentiated marketing strategy?
a. Selection of production components for a brand which provide the right amount of benefits
b. Selection of a name designed to project a defined image, purpose, or …show more content…

Brand Management consists of which of the following?
a. Brand design
b. Brand name
c. Brand price
d. All of the above

40. Which of the following things are consumers not buying when they buy a product?
a. Sex appeal
b. Excitement
c. Less work
d. Specific components

41. Your firm’s success in brand design depends on whether your final selection of components satisfies the complete set of needs of the customer while keeping in mind their price sensitivity.
a. True
b. False

42. The success of your brand design decision depends upon what?
a. Your ability to evaluate whether component X or component Y provides the right amount of the desired benefit
b. Your ability to evaluate which component your competitors will be using
c. Your ability to evaluate which component the sales people can best sell
d. Your ability to evaluate what your executive team wants

43. What is brand labeling?
a. Selection of production components for a brand that provide the right amount of benefits
b. Selection of a name designed to project a defined image, purpose, or benefit of a brand
c. Selection of individual segments for market development
d. Development of a unique marketing strategy for each segment

44. What is brand design?
a. Selection of production components for a brand which provide the right amount of benefits
b. Selection of a name designed to project a defined image, purpose, or benefit of a brand
c. Selection of individual segments

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