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- 1. Multiple Choice
Selecting which segments of a population to serve is called ________.
positioning
market segmentation
differentiation
target marketing
- 2. Multiple Choice
Mr Sekaran now has the buying power to purchase the desktop computer that he has wanted for the last six months. Sekaran's want now has become a(n)
demand
necessity
exchange
need
- 3. Multiple Choice
In a SWOT analysis, ________ include favorable trends in the external environment
threats
opportunity
strength
bonus
- 4. Multiple Choice
_______ refers to activities that communicate the merits of the product and persuade target customers to buy it.
promotion
position
prospecting
segmentation
- 5. Multiple Choice
A mission statement serves as a ________
statement of the organization's purpose
reward plan for the organization's highly skilled employees
statement of the organization's current liabilities
statement of the organization's net profits
- 6. Multiple Choice
Marketers use mobile channels for several purposes. Which of the following is LEAST likely to be one of those purposes?
Enrich the brand experience.
Stimulate immediate buying
Make shopping easier
Send billing statement
- 7. Multiple Choice
When demand for athletic shoes produced by Nike and endorsed by Michael Jordan is high, Nike limits how many pairs of shoes are manufactured. This action maintains strong demand by limiting supply. This decision contradicts the philosophy of which marketing concept?
societal marketing concept
production concept
marketing concept
selling concept
- 8. Multiple Choice
Marketing is defined as a social and managerial process by which individuals and organizations obtain what they need and want through _______.
value creation and exchange
innovation and creativity
sales and revenue creation
research and development
- 9. Multiple Choice
Mission statements should ________ and be defined in terms of ________.
be market oriented; satisfying basic customer needs
embody the company's short-term plans; current opportunities
be technology oriented; meeting the self-actualization needs of customers
address sales and profits; the net return on investments
- 10. Multiple Choice
Companies may want to downsize their business portfolios for all but which of the following reasons?
The products might simply age.
The customers may have purchased all they need
The firm may have entered areas where it lacks experience
The market environment might change
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