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general business data bank




Question;1.;As;market growth slows during the maturity stage of market evolution, the market;splits into finer segments and high ________ occurs.;a.;market;ideation;b.;market;consolidation;c.;market;fragmentation;d.;market;deflation;e.;market;escalation;2.;Market;fragmentation in the market evolution process is often followed by;caused by the emergence of a new attribute that has strong appeal.;a.;a;market consolidation;b.;a;market dissolution;c.;a;market expansion;d.;a;market abandonment;e.;a;market harvesting;111.;?It?s;not delivery, it?s DiGiorno!? This ad campaign helped DiGiorno?s pizza become;the frozen pizza leader. Which of the following terms is most associated with;the company?s promotional success strategy?;a.;Price;leader;b.;Value;relationships;c.;Vertical;integration;d.;Superior;quality control;e.;Clever;positioning;112.;may be based on virtually any type of attribute or benefit. For example, FedEx;uses ?guaranteed overnight delivery? and Nike uses ?performance.?;a.;Points-of-parity;b.;Points-of-difference;c.;Points;of conflict;d.;Points;of defensibility;e.;Points;of service;113.;Consumers;might not consider a travel agency truly a travel agency unless it is able to;make air and hotel reservations, provide advice about leisure packages, and;offer various ticket payment and delivery options. These service elements are considered;a.;competitive;points-of-difference;b.;competitive;points-of-parity;c.;category;points-of-difference;d.;category;points-of-parity;e.;conceptual;points-of-parity;114.;As a;marketing manager, which of the following would be the best purpose for your;organization?s competitive points-of-parity?;a.;To;point out competitive points-of-difference;b.;To;emphasize competitive points-of-difference;c.;To;rationalize competitive points-of-difference;d.;To;globalize competitive points-of-difference;e.;To;negate competitive points-of-difference;115.;If your;task was to construct a positioning statement for a new product that your;company was considering as an addition to your product portfolio, what would be;the best first step for you to take?;a.;State;the product?s cost;b.;State;the product?s membership in a category;c.;State;who manufactured the product;d.;State;the image of the product;e.;State;who would distribute the product;116.;Tums;claims to have the most acid-reducing components of any antacid. In what way is the brand?s category;membership being conveyed?;a.;Comparing;to exemplars;b.;Relying;on the product descriptor;c.;Announcing;category benefits;d.;Focusing;on reliability;e.;Persuasion;based on believability;117.;A;marketer that wants to anchor a point-of-difference for Dove soap on brand;benefits might emphasize which of the following?;a.;The;soap is one-quarter cleansing cream.;b.;Dove;products include bar soaps and shampoos.;c.;Dove;soap helps users have softer skin.;d.;The;Dove brand is widely available.;e.;None;of the above.;118.;Assume;that you are in a position to develop your organization?s points-of-difference;for an upcoming promotional campaign. Which of the following sets of consumer;desirability criteria would best fit your promotional task?;a.;Value;location, service;b.;Loyalty;customization, status;c.;Value;reliability, dependability;d.;Relevance;distinctiveness, believability;e.;Licensing;opportunities, promotional protection, and believability;119.;Equal;sugar substitute became a category leader by differentiating itself on its;authenticity as a product derived from sugar.;This POD demonstrates ________ because target consumers found it to be unique and superior.;a.;believability;b.;relevance;c.;feasibility;d.;communicability;e.;distinctiveness;120.;A;marketing manager asks a subordinate, ?Can the favorability of the new brand;association we just created in our recent ad campaign be reinforced and;strengthened over time?? Which of the following delivery criteria used for;choosing points-of-difference would be most appropriate to the question;asked?;a.;Relevance;b.;Communicability;c.;Sustainability;d.;Feasibility;e.;Comparisons;121.;A;should follow the form: To (target group and need), our (brand) is;(the concept) that (what the point-of-difference is or does).;a.;feasibility;statement;b.;positioning;statement;c.;breakaway;branding campaign;d.;brand;specification;e.;category;membership mechanism;122.;Which;of the following is NOT a negatively correlated attribute and benefit?;a.;Efficacious;versus mild;b.;Varied;versus simple;c.;Powerful;versus safe;d.;Nutritious;versus good tasting;e.;Low;price versus low quality;123.;Your;product?s profit curve is in the negative. Which of the following stages of the;product life cycle is your product most likely in?;f.;Introduction;g.;Growth;h.;Maturity;i.;Decline;j.;Abandonment;124.;While;looking a series of special-case product life cycles, you observe that one of;the life cycles has had a rapid growth in sales resulting in a severe peak of;the sales curve followed by a rapid decline. Which of the following product;life-cycle curves is most likely represented by the above illustration?;a.;Style;life cycle;b.;Fashion;life cycle;c.;Fad;life cycle;d.;Niche;life cycle;e.;Techno;life cycle;125.;The pioneer advantage does not always ensure success in the;marketplace. All of the following are reasons cited by the text that a market;pioneer?s product might not be successful EXCEPT ________.;a.;the new;product was too crude;b.;the;new product was improperly positioned;c.;the;new product appeared when there was strong demand;d.;the;product-development costs exhausted the innovator?s resources;e.;managerial;incompetence;126.;While Wikipedia has ridden its pioneer advantage to become as familiar;as eBay and Google, Citizendium believes it can overtake Wikipedia as the most;popular online collaborative Internet encyclopedia because its;includes significantly reduced R&D time.;a.;product life cycle;b.;leverageable advantage;c.;core competency;d.;channel differentiation;e.;second mover advantag;127.;Markets often need modification to be able to grow and flourish. When;AARP began to recruit members that were 50?55 years of age instead of pursuing;their normal target market of 65+ seniors, it was using a market modification;strategy called ________.;a.;converting;nonusers;b.;entering;new market segments;c.;winning;competitors? customers;d.;value;vision;e.;age;discounting;128.;A firm in the growth stage faces a trade-off between ________ and;a.;high market share, high current profit;b.;high valuation, high current profit;c.;high growth potential, high market share;d.;high current profit, high growth potential;e.;high market share, high valuation;129.;As an entrepreneur you have decided to launch two products simultaneously;to capture two different parts of the market. You are employing a(n);a.;single-niche;strategy;b.;multiple-niche;strategy;c.;standardization;strategy;d.;mass-market;strategy;e.;adaptive;strategy;130.;The energy-bar market created by PowerBar ultimately split into a;variety of subcategories, including those directed at specific segments and;some possessing specific attributes.;This is an example of ________.;a.;market consolidation;b.;consumer determinism;c.;breakaway marketing;d.;market fragmentation;e.;channel differentiation


Paper#47289 | Written in 18-Jul-2015

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