____ 6. Yuengling is the oldest brewery in the United States. It was founded in 1827 in a time when breweries dotted the nation. The brewery only sells in a ten state area on the eastern seaboard. For over 170 years, this strategy has given the brewery a: a. brand name strategy b. competitive advantage c. price differentiation advantage d. marketing competitive advantage e. sustainable competitive advantage ____ 7. Market penetration occurs when: a. a supermarket adds a new store b. a U.S.-based company begins to sell its products in China c. Motown records sells DVDs to Wal-Mart d. Yoplait yogurt coupons to its existing customers e. 3M distributes breathe-right nasal strips in Europe ____ 8. Pure Digital Technologies created the Flip, is a digital camera that is priced around $150. It filled a gap between expensive digital cameras and web cams. The flip plugs straight into your computer and the video can easily be viewed and shared instantly. Creating a new product for a new market is called _____. a. divestment b. segment development c. target marketing d. diversification e. directed growth ____ 9. Which of the following category in the portfolio matrix is a market leader and growing fast? a. star b. meteor c. cash cow d. shiner e. top dog ____ 10. Spray's development of Craisins sweetened dried cranberries to compete against raisins most directly affected the _____ element of the company's marketing mix. a. place b. production c. product d. distribution e. target market ____ 11. A planning manager visiting a company's health and beauty aids division discovers the division has no effective method for allocating resources, nor for evaluating actual results against planned results. His suggestion to the division would likely be to prepare a: a. marketing audit b. contingency plan c. service audit d. market share analysis e. series of tactical evaluations DeFeet International trial Trial
This is the goal of repositioning. REF: 131 78. ANS: A Repositioning changing the customers’ perceptions of a brand in relation to competing brands. REF: 131 79. ANS: A Cost targets one segment in the market. REF: 127 80. ANS: A The types of psychographic segmentation include personality, motives, lifestyles, and geodemographics. This is an example of geodemographics, which is segmenting potential customers into neighborhood lifestyle categories. REF: 122 81. ANS: D A marketing decision support system is defined as an interactive, flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions. REF: 135 82. ANS: C Marketing research would be appropriate to use to determine how the publisher could provide greater customer satisfaction. REF: 136 83. ANS: B Primary data are information collected for the first time and are used to gain a better understanding of a particular problem. REF: 139-141 84. ANS: B Marketing researchers are applying computer technology in mall interviewing in several ways. REF: 139-140 85. ANS: C The question encouraged an answer phrased in the customer's own words. REF: 141 86. ANS: C Open-ended questions encourage unlimited answer choices phrased in the respondent's own words. REF: 141 87. ANS: B This is the definition of a scaled-response question. REF: 141 88. ANS: B