Exam (elaborations)
Chapter 2 quiz Questions & 100% Verified Correct Answers with complete solutions (Latest update
Chapter 2 quiz Questions & 100% Verified Correct Answers with complete solutions (Latest update
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Chapter 2 quizdirect channels. - ANS-Advocare, Tupperware, and Mary Kay are examples of companies that
choose not to use any channel intermediaries, but instead sell to their customers through
benefits. - ANS-A company that aims to position a product based on its salient features is using
positioning based on
gain a competitive advantage. - ANS-Fly High Airlines provides outstanding customer service,
which gives it an edge over its competitors. This outstanding customer service is used to
select target market - ANS-In developing a strategic marketing plan, what should the company
do immediately after evaluating the opportunities presented by various market segments?
demographic - ANS-WomensHealth.com, a website targeting women, is an example of using
gender as a basis for successful ________ segmentation.
by product class. - ANS-When Dole encourages consumers to "drink their fruits," claiming that
eight ounces of juice is the equivalent of two whole fruits, it is positioning itself
differentiated marketing. - ANS-AB Rail Inc., a private railroad firm, offers both economy-class
and business-class tickets, marketing to each segment separately using individualized
marketing programs. With respect to the types of market coverage alternatives, the railroad
company is using
competitive advantage. - ANS-The Reflective Enterprise brand is practically a household name.
To protect their brand equity, Reflective Enterprises spends huge amounts in advertising to
maintain their brand recognition and reputation as the highest-quality service provider in their
market. Reflective Enterprises recognized the importance of investing in
True - ANS-Grace Mode, a car manufacturer, has adopted concentrated marketing strategy by
marketing its vehicles exclusively at the premium segment.
False - ANS-5-Hour ENERGY positioning itself as a sugar-free energy shot is an example of
positioning by product user.
psychographic segmentation. - ANS-Eve Bar Corp., a chain of restaurants in London, launches
an ad campaign that is designed to attract people who enjoy the "fast-paced lifestyle." In this
scenario, the chain is using
brand identity - ANS-Which of the following consists of the combination of the name, logo,
symbols, design, packaging, and image of associations held by consumers?
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