Nova Southeastern University

MKT 5070

1)Which of the following is an example of channel differentiation?

1. 1. Berry's has an intensive training program for its customer-facing employees, to ensure a consistent service standard.
   2. The Swan Hotels use a distinctive signature fragrance in all outlets so that customers can associate the fragrance with the hotel.
   3. JEK's sophisticated customer database allows the company to handle queries and product returns much faster than competitors.
   4. RTZ shifted its products from supermarket aisles to exclusive stores as it realized that customers were willing to pay more in stores.
   5. Hayley's found success by allowing buyers to customize the color and some features of its appliances before buying them.

2. Which of the following is an example of image differentiation?
   1. Berry's has an intensive training program for its customer-facing staff, to ensure a consistent service standard.
   2. The Swan Hotels use a distinctive signature fragrance in all outlets so that customers can associate the fragrance with the hotel.
   3. JEK's sophisticated customer database allows the company to handle queries and product returns much faster than competitors.
   4. RTZ shifted its products from supermarket aisles to exclusive stores as it realized that customers were willing to pay more in stores.
   5. Hayley's found success by allowing buyers to customize the color and some features of its appliances before buying them.

3. Which of the following is an example of services differentiation?
   1. Berry's has an intensive training program for its customer-facing staff, to ensure a consistent service standard.
   2. The Swan Hotels use a distinctive signature fragrance in all outlets so that customers can associate the fragrance with the hotel.
   3. JEK's sophisticated customer database allows the company to handle queries and product returns much faster than competitors.
   4. RTZ shifted its products from supermarket aisles to exclusive stores as it realized that customers were willing to pay more in stores.
   5. Hayley's found success by allowing buyers to customize the color and some features of its appliances before buying them.

4. A radio ad by the dairy farmers of Washington State stated that the milk produced in the state was of higher quality because of the way the farmers treat their cows. They said that the difference comes from how comfortable they make their cows. Among others, this differentiation could certainly appeal to animal lovers and those moving toward organic products. This is an example of   .
   1. personnel differentiation
   2. channel differentiation
   3. service differentiation
   4. product differentiation
   5. image differentiation

5. A company which can differentiate itself by designing a better and faster delivery system that provides more effective and efficient solutions to consumers is most likely using               differentiation.
   1. services
   2. channel
   3. image
   4. product
   5. employee

6. The                        has the largest market share and usually shows the way to other firms in price changes, new-product introductions, distribution coverage, and promotional intensity.
   1. market challenger
   2. market entrant
   3. market follower
   4. market nicher
   5. market leader

7. When the total market expands, the                          usually gains the most.
   1. market challenger
   2. market leader
   3. market follower
   4. market nicher
   5. market entrant

8. When a firm looks for new users in groups that might use the product but do not, the firm is using the        strategy.
   1. new-market segment
   2. market-penetration
   3. geographical-expansion
   4. product development
   5. diversification

9. As the marketing manager of a company that manufactures floor tiles, Evans Smith is given a target to achieve 500 new customers by the end of summer. He decides to search the market for probable customers who might use the product but do not at present. Which of the following strategies is Evans pursuing to increase the market demand for his product?
   1. market-penetration strategy
   2. new-market segment strategy
   3. geographical-expansion strategy
   4. needs-assessment strategy
   5. consolidation strategy

10. When firms look for new users in groups that have never used the product before, the firm is using the        strategy.
    1. new-market segment
    2. market-penetration
    3. geographical-expansion
    4. product development
    5. diversification

11. When Starbucks introduced its Tazo Tea line to bring in new customers who had never gone to Starbucks because they don't drink coffee, Starbucks was employing a

                      strategy.

1. 1. market-penetration
   2. new-market segment
   3. geographical-expansion
   4. niche identification
   5. blue-ocean

12. Trendz Inc. is a leading brand of fashion clothing and accessories based in Houston. After gaining a strong foothold in the U.S., the company wants to foray into foreign markets. The management at Trends knows that people residing in other countries are likely to have different tastes and preferences, so they may have to redesign some of their offerings. Which of the following strategies is Trendz using?
    1. market-penetration strategy
    2. outsourcing strategy
    3. geographic-expansion strategy
    4. product differentiation strategy
    5. ethnocentric strategy

13. A market leader on the look out for more usage from existing customers should focus on increasing the frequency of consumption and                                                               .
    1. decreasing the product price
    2. the product line
    3. the amount of consumption
    4. decreasing production turnover time
    5. diversifying into unrelated markets

14. Which of the following marketing strategies requires either identifying additional opportunities to use the brand in the same basic way or identifying completely new and different ways to use the brand?
    1. increasing the amount of consumption
    2. decreasing the level of consumption
    3. increasing dedication to consumption
    4. increasing product innovation
    5. increasing frequency of consumption

15. When food product companies advertise recipes that use their branded products in entirely different ways, they are increasing the                                                                of the brand.
    1. amount of consumption
    2. level of consumption
    3. dedication to consumption
    4. frequency of consumption
    5. awareness consumption

16. Oliver, a company that produces different types of olive oil, launched a promotional campaign focusing on the alternative uses of olive oil. What strategy is the company implementing to expand its total market demand?
    1. using the new-market segment strategy to attract new customers
    2. improving the current level of product performance
    3. advertising new and different applications of the brand
    4. protecting its market share
    5. using the market-penetration strategy to attract new customers

17. Clorox runs ads stressing the many benefits of its bleach, such as how it eliminates kitchen odors, in order to generate additional opportunities to use the brand in the same basic way. This is an attempt to                .
    1. increase the amount of consumption
    2. increase the level of consumption
    3. increase the perception of consumption
    4. increase the frequency of consumption
    5. increase the emotional implications of consumption

18. Which of the following is the most constructive response a market leader can make when defending its market share?
    1. maintain basic cost control
    2. innovate continuously
    3. provide desired benefits
    4. meet challengers with a swift response
    5. provide expected benefits

19. To satisfy customers, a(n)                           marketer finds a stated need and fills it.
    1. creative
    2. responsive
    3. anticipative
    4. laidback
    5. inexperienced

20. A(n)                         marketer looks ahead to needs customers may have in the near future.
    1. laidback
    2. creative
    3. inexperienced
    4. responsive
    5. anticipative

21. A(n)                         marketer discovers solutions customers did not ask for but to which they

enthusiastically respond.

1. 1. laidback
   2. responsive
   3. inexperienced
   4. creative
   5. anticipative