MASY

–

1 GC 1230 Strategic Marketing Mini Quiz

3

,

 

Fall

 

2

1

 

 

Student

 

Name

and Date

:

__________________________________________________

_____________________________________

 

Instructions

:

As with your previous assignment

s

,

this quiz consists of a combination of multiple choice and

short answer questions.

Type your name and the date above.

Please remember

f

or each multiple

–

choice

question

 

to

do two things:

 

(1)

highlight

(in color)

 

the letter and response that you think best answers the

question

; and (2)

type the letter of the response th

at you are selecting on the line provided for each question.

For each short answer question, type your answers in the space provided

.

 

 

Be sure to read the questions carefully

,

 

and to answer them completely.

 

Good Luck!!

 

Multiple Choice Questions

:

6

points each

 

 

1

)

 

A market segment is less attractive

to a company

when ________.

 

A) t

here are few aggressive competitors in the segment

 

B) it is difficult for new entrants to enter the segment

 

C)

substitute products are unavailable in the segment

 

D)

it contains powerful suppliers who can control prices

 

E) buyers in the market

segment have weak bargaining powers

 

 

2

)

 

Breedworthy, a dog food company, divides the market according to the dog owners’ gender, occupation,

income, and family life cycle. In this case,

which of the following variables has the company used for market

segmentation?

 

__________

 

A) geographic

 

B) psychographic

 

C)

demographic

 

 

D)

benefit

 

E) occasion

 

 

3

)

 

Takashimaya

, a

 

luxury

retailer

, charges

 

higher

price

s

 

for its products than its competitors. Despite the high

prices, the

retailer

 

is popular among customers for its quality and service in comparison to

other

retailers

 

in

the market. In this case,

Takashim

aya

 

offers a(n) ________ value proposition.

 

A)

more

–

for

–

the

–

same

 

 

B)

more

–

for

–

more

 

C) more

–

for

–

less

 

D) all

–

or

–

nothing

 

E) same

–

for

–

less

 

 

4)

 

The marketing manager of

Jones Soda

, a leadin

g producer of soft drinks, is considering a differentiated

marketing strategy. An important consideration is weighing increased sales against ________ before

selecting this strategy.

 

A)

increased costs

 

 

B) increased demand

 

C)

decreased production

 

D) decreas

ed prices

 

E) increased profits

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

MASY-1 GC 1230 Strategic Marketing Mini Quiz 3, Fall 21

Student Name and Date:

_______________________________________________________________________________________

Instructions: As with your previous assignments, this quiz consists of a combination of multiple choice and

short answer questions. Type your name and the date above. Please remember for each multiple-choice

question to do two things: (1) highlight (in color) the letter and response that you think best answers the

question; and (2) type the letter of the response that you are selecting on the line provided for each question.

For each short answer question, type your answers in the space provided.

 

Be sure to read the questions carefully, and to answer them completely. Good Luck!!

Multiple Choice Questions: 6 points each

1) A market segment is less attractive to a company when ________.

A) there are few aggressive competitors in the segment

B) it is difficult for new entrants to enter the segment

C) substitute products are unavailable in the segment

D) it contains powerful suppliers who can control prices

E) buyers in the market segment have weak bargaining powers

 

2) Breedworthy, a dog food company, divides the market according to the dog owners’ gender, occupation,

income, and family life cycle. In this case, which of the following variables has the company used for market

segmentation? __________

A) geographic

B) psychographic

C) demographic

D) benefit

E) occasion

 

3) Takashimaya, a luxury retailer, charges higher prices for its products than its competitors. Despite the high

prices, the retailer is popular among customers for its quality and service in comparison to other retailers in

the market. In this case, Takashimaya offers a(n) ________ value proposition.

A) more-for-the-same

B) more-for-more

C) more-for-less

D) all-or-nothing

E) same-for-less

 

4) The marketing manager of Jones Soda, a leading producer of soft drinks, is considering a differentiated

marketing strategy. An important consideration is weighing increased sales against ________ before

selecting this strategy.

A) increased costs

B) increased demand

C) decreased production

D) decreased prices

E) increased profits