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MKT304 - Chapter 2

Authored by Hoang HL)

English

University

Used 3+ times

MKT304 - Chapter 2
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15 questions

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1.

MULTIPLE CHOICE QUESTION

5 sec • 1 pt

According to the marketing and promotions process model, the marketing process begins with the

development of the marketing mix.


development of a marketing strategy and analysis.

development of the promotional mix.

determination of the target market.


2.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

"Thirteen percent of all American males are shorter than 5'6". A retail store that sells exclusively to men of this size is using

market aggregation.

undifferentiated marketing.


concentrated marketing.


market atomization.


3.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

A(n) _____ is a document that evolves from an organization's overall corporate strategy and serves as a guide for specific marketing programs and policies.


strategic marketing plan


integrated marketing communications plan


situation analysis


opportunity analysis


4.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

_____ is a detailed assessment of the current marketing conditions facing the company, its product lines, or its individual brands.


Strategic marketing plan


Integrated marketing communications plan


Situation analysis


Opportunity analysis


5.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

 _____ is about building and maintaining a favorable identity and image of the company and/or its products or services in the mind of the consumer

Positioning


Repositioning


Segmentation


Targeting


6.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

_____ is a bundle of benefits or values that satisfies the needs of consumers.


Product use positioning


Market


Product


Value


7.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

Offering quality products that command a premium price, providing superior customer service, having the lowest production costs and lower prices etc. are ways of

achieving competitive advantage.


market segmentation.

mass marketing.


market opportunity.

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