Test Bank CH 7

Question 1

1) Companies know they cannot appeal to all buyers in the marketplace, or at least not in the same way. Reasons for this include all of the following EXCEPT ________.
A) buyers are too numerous
B) companies vary widely in their abilities to serve different market segments
C) buyers are varied in their needs and buying practices
D) companies need more information to offer the right products to the right customers
E) buyers are widely scattered

Answer 1

D

Question 2

2) ________ consists of evaluating each market segment’s attractiveness and selecting one or more segments to enter.
A) Positioning
B) Mass customization
C) Market targeting
D) Market segmentation
E) Differentiation

Answer 2

C

Question 3

3) ________ involves dividing a market into smaller segments of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes.
A) Mass customization
B) Market targeting
C) Market Segmentation
D) Differentiation
E) Positioning

Answer 3

C

Question 4

4) ________ involves actually distinguishing the firm’s market offering to create superior customer value.
A) Mass customization
B) Differentiation
C) Market segmentation
D) Diversifying
E) Targeting

Answer 4

B

Question 5

5) When marketers at Fair & Leigh Inc. selected the Millennials, a demographic group that includes many college students, as an untapped group of potential customers for their new line of products, they were engaging in ________.
A) occasion segmenting
B) local marketing
C) market diversification
D) market targeting
E) product positioning

Answer 5

D

Question 6

6) ________ consists of arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.
A) Mass customization
B) Targeting
C) Segmentation
D) Differentiation
E) Positioning

Answer 6

E

Question 7

10) Which of the following is NOT one of the major variables used in segmenting consumer markets?
A) demographic
B) behavioral
C) ethical
D) geographic
E) psychographics

Answer 7

C

Question 8

11) ________ calls for dividing the market into regions, states, counties, cities, or even neighborhoods.
A) Benefit segmentation
B) Geographic segmentation
C) Demographic segmentation
D) Psychographic segmentation
E) Occasion segmentation

Answer 8

B

Question 9

14) Many companies today are localizing their products, advertising, promotion, and sales efforts to fit the needs of individual regions, cities, and neighborhoods. This is an example of .________
A) geographic segmentation
B) product diversification
C) branding
D) psychographic segmentation
E) demographic segmentation

Answer 9

A

Question 10

15) ________ segmentation divides the market into segments based on variables such as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, and generation.
A) Geographic
B) Benefit
C) Occasion
D) Psychographic
E) Demographic

Answer 10

E

Question 11

16) Delta Motorworks markets its cars based on the age, gender, and income of its customers. Which of the following types of market segmentation is evident here?
A) geographic segmentation
B) benefit segmentation
C) occasion segmentation
D) demographic segmentation
E) psychographic segmentation

Answer 11

D

Question 12

17) ________ segmentation divides buyers into different segments based on social class, lifestyle, or personality characteristics.
A) Benefit
B) Occasion
C) Geographic
D) Demographic
E) Psychographic

Answer 12

E

Question 13

19) Which of the following variables are the most popular for marketers to use in segmenting customer groups?
A) ethical
B) psychographic
C) demographic
D) behavioral
E) geographic

Answer 13

C

Question 14

20) ________ can be a poor predictor of a person’s health, work or family status, needs, or buying power.
A) Occupation
B) Education
C) Ethnicity
D) Religion
E) Age

Answer 14

E

Question 15

21) ________ segmentation has long been used in clothing, cosmetics, toiletries, and magazines.
A) Behavioral
B) Gender
C) Benefit
D) Occasion
E) Geographic

Answer 15

B

Question 16

22) Gilron Holidays runs a premium membership club that caters to customers whose annual salary exceeds $100,000. Members of this club are offered seasonal discounts at select luxury hotels in select cities worldwide. Gilron Holidays most likely follows a(n) ________ segmentation approach.
A) gender
B) benefit
C) occasion
D) income
E) geographic

Answer 16

D

Question 17

23) ________ segmentation divides buyers into different segments based on lifestyle or personality characteristics.
A) Benefit
B) Occasion
C) Geographic
D) Demographic
E) Psychographic

Answer 17

E

Question 18

24) Marketers who use ________ often segment their markets by consumer lifestyles and base their marketing strategies on lifestyle appeals.
A) demographic segmentation
B) geographic segmentation
C) benefit segmentation
D) psychographic segmentation
E) occasion segmentation

Answer 18

D

Question 19

25) ________ segmentation divides buyers into segments based on their knowledge, attitudes, uses, or responses concerning a product.
A) Behavioral
B) Psychographic
C) Age and life cycle
D) Gender
E) Geographic

Answer 19

A

Question 20

26) ________ segmentation refers to dividing the market into segments according to occasions when buyers get the idea to buy, actually make their purchase, or use the purchased item.
A) Gender
B) Psychographic
C) Occasion
D) Geographic
E) Income

Answer 20

C

Question 21

27) Malcolm Sanders, a graduate student from Boston, makes customized snowboards for local snowboarding enthusiasts. The demand for snowboards peaks during the winter months, a busy time for Malcolm. He advertises more aggressively and sells most of his snowboards around this time. Which market segmentation approach does Malcolm most likely use?
A) gender segmentation
B) psychographic segmentation
C) occasion segmentation
D) geographic segmentation
E) age and life-cycle segmentation

Answer 21

C

Question 22

28) Tropicana promotes drinking orange juice at any time of day as a cool, refreshing drink. The market segmentation approach Tropicana is using is ________.
A) occasion segmentation
B) benefit segmentation
C) age and life-cycle segmentation
D) gender segmentation
E) behavioral segmentation

Answer 22

A

Question 23

29) ________ requires finding the major advantages people look for in a product class, the kinds of people who look for each positive aspect of a product, and the major brands that deliver it.
A) Gender segmentation
B) Psychographic segmentation
C) Benefit segmentation
D) Geographic segmentation
E) Age and life-cycle segmentation

Answer 23

C

Question 24

30) Calypso Motors recently rolled out its Proteus hatchback. Proteus combines the attractiveness of a luxury car with the excellent agility of a sports car. Calypso Motors is confident that Proteus will appeal to both sports car enthusiasts as well as the luxury segment. Which of the following types of market segmentation is evident here?
A) gender segmentation
B) income segmentation
C) benefit segmentation
D) geographic segmentation
E) age and life-cycle segmentation

Answer 24

C

Question 25

31) Which of the following refers to a behavioral segmentation variable that involves segmenting markets into nonusers, ex-users, potential users, first-time users, and regular users of a product?
A) user status
B) usage rates
C) gender status
D) income status
E) loyalty status

Answer 25

A

Question 26

32) In the context of behavioral segmentation, who among the following is a potential user?
A) Anita, who recently had a baby
B) Peter, who recently changed his job
C) Mary, who enrolled as a graduate student in a university last year
D) Gina, who opened a dental clinic in Orange County
E) Raj, who is planning a trip to Hawaii with friends

Answer 26

A

Question 27

33) In the context of behavioral segmentation, markets segmented by ________ can be categorized into light, medium, and heavy product users.
A) benefits sought
B) loyalty status
C) usage rate
D) user status
E) occasion

Answer 27

C

Question 28

34) A recent study conducted by Estelle Cosmetics Company showed that heavy users of Estelle’s products comprise a small percentage of the market. The study indicated that less than 7 percent of all shoppers buy nearly 71 percent of Estelle’s products in the United States. This is an example of ________.
A) benefit segmentation
B) segmentation by loyalty status
C) segmentation by usage rate
D) psychographic segmentation
E) occasion segmentation

Answer 28

C

Question 29

35) Consumers who show their allegiance to brands, stores, or companies help marketers to segment consumers by their ________.
A) user status
B) degree of loyalty
C) income
D) geographic location
E) benefit-seeking attitudes

Answer 29

B

Question 30

36) Which of the following is true about behavioral segmentation on the basis of the loyalty variable?
A) Consumers tend to pay more for products that are targeted at their respective age group or generation.
B) By looking at customers who are shifting away from its brand, a company can learn about its marketing weaknesses and take actions to correct them.
C) Highly loyal customers of a brand are less likely to engage in word-of-mouth publicity than those who are not.
D) Completely loyal customers of a brand are typically loyal to two or three brands of a given product.
E) Only consumers who seek premium or luxury services are subjected to behavioral segmentation based on the loyalty variable.

Answer 30

B

Question 31

37) Which of the following is true about multivariable segmentation systems?
A) Marketers using multiple segmentation bases tend to ignore smaller markets.
B) Marketers often use multiple segmentation bases to control inflation.
C) Multiple segmentation rarely involves the use of demographic data.
D) Multiple segmentation is ineffective in large markets.
E) Multiple segmentation bases help identify smaller, better-defined target groups.

Answer 31

E

Question 32

38) Which of the following is NOT a benefit of using multivariable segmentation systems?
A) help companies identify key customer segments
B) help companies reach key customer segments more efficiently
C) help companies more accurately price their products to appeal to key customer segments
D) help companies better understand key customer segments
E) help companies tailor market offering to the needs of the key customer segments

Answer 32

C

Question 33

39) Which of the following is NOT a common variable used by both consumer and business marketers while segmenting markets?
A) operating characteristics
B) loyalty status
C) usage rate
D) geographic location
E) benefits sought

Answer 33

A

Question 34

40) Business marketers use geographic, demographic, benefit, user status, usage rate, and loyalty status to segment their markets. They also use ________, customer operating characteristics, purchasing approaches, and situational factors.
A) weather patterns
B) psychographics
C) ethical traits
D) budgets and financial status
E) personal characteristics

Answer 34

E

Question 35

41) ________ segmentation assumes that nations close to one another will have many common traits and behaviors.
A) Geographic
B) Occasion
C) Psychographic
D) Benefit
E) Demographic

Answer 35

A

Question 36

42) Double Drill Inc. segments its foreign markets by per capita income. This firm segments the international markets based on ________.
A) political factors
B) legal factors
C) geographic location
D) economic factors
E) cultural factors

Answer 36

D

Question 37

43) Pacific Fisheries divides its customers into different regional units, such as Asia, Australia, and the Americas. This is an example of ________ segmentation.
A) demographic
B) psychographic
C) geographic
D) occasion
E) benefit

Answer 37

C

Question 38

44) Marketers often segment international markets according to the type and stability of government. In such instances, they segment markets based on ________.
A) geographic location
B) economic factors
C) cultural factors
D) political factors
E) sociocultural factors

Answer 38

D

Question 39

45) Anchor Tractors focuses on selling its farm equipment in North America and Europe. It has not yet considered expanding into the Middle East. Which factor is likely most important in this decision regarding expansion?
A) geographic
B) political
C) demographic
D) personality
E) cultural

Answer 39

B

Question 40

46) Which of the following refers to a cultural factor in the context of segmenting international markets?
A) receptivity of foreign firms
B) economic development of the country
C) population income levels
D) stability of the government
E) values and attitudes

Answer 40

E

Question 41

47) Using ________ segmentation, marketers form segments of consumers who have similar needs and buying behaviors even though they are located in different countries.
A) psychographic
B) demographic
C) occasion
D) benefit
E) intermarket

Answer 41

E

Question 42

48) Orion Inc. markets luxury watches. It targets the wealthy global elite segment, regardless of their geographic location. Orion most likely uses ________ segmentation.
A) income
B) age-group
C) occasion
D) benefit
E) cross-market

Answer 42

E

Question 43

49) Teen Mania Inc., a company marketing adventure sports merchandise for teenagers, targets the world’s teenagers, who have similar needs and buying behavior even though they are located in different countries. Which market segmentation is evident here?
A) income segmentation
B) psychographic segmentation
C) gender segmentation
D) intermarket segmentation
E) occasion segmentation

Answer 43

D

Question 44

50) An American cola-manufacturing company that primarily targets rebellious and adventurous people most likely uses ________ segmentation.
A) occasion
B) geographic
C) income
D) benefit
E) psychographic

Answer 44

E

Question 45

51) An Irish company that manufactures umbrellas and ponchos primarily targeting consumers during the winter months is using ________ segmentation.
A) psychographic
B) income
C) geographic
D) occasion
E) benefit

Answer 45

D

Question 46

52) Venus Inc., a company designing and marketing branded diamond jewelry, targets wealthy consumers with similar needs and buying behaviors, even though the consumers are located in different countries. This is an example of ________ segmentation.
A) intermarket
B) loyalty
C) life-cycle
D) income
E) psychographic

Answer 46

A

Question 47

53) Papillon, a popular retailer of chic women’s clothing, segments its market according to consumer lifestyles. Papillon most likely uses ________ segmentation for segmenting its market.
A) geographic
B) psychographic
C) benefit
D) age and life-cycle
E) occasion

Answer 47

B

Question 48

54) Bailey’s Burgers promotes the Bailey’s Jumbo Burger as a fun snack for teens and young adults. In this instance, Bailey’s Burgers is practicing ________ segmentation.
A) benefit
B) age and life-cycle
C) psychographic
D) geographic
E) gender

Answer 48

B

Question 49

55) Business information services such as Experian Marketing Services and Nielsen help marketers to ________.
A) save significant amounts of money on shipping products
B) spend more time identifying potential customers
C) learn more specific details from consumers about their products
D) segment people and locations into marketable groups of like-minded consumers
E) expand their product offerings to interested clients and provide high-quality service to them

Answer 49

D

Question 50

56) When the size, purchasing power, and profile of a market segment can be calculated, the market is ________.
A) measurable
B) profitable
C) substantial
D) actionable
E) competitive

Answer 50

A

Question 51

57) A market segment that is large enough or profitable enough to serve is ________.
A) measurable
B) accessible
C) substantial
D) profitable
E) differentiable

Answer 51

C

Question 52

58) When an effective program can be designed for attracting and serving a particular segment, the segment is best described as ________.
A) accessible
B) measurable
C) competitive
D) actionable
E) differentiable

Answer 52

D

Question 53

59) ________ segments are conceptually distinguishable and respond differently to different marketing mix elements and programs.
A) Complex
B) Measurable
C) Competitive
D) Differentiable
E) Homogeneous

Answer 53

D

Question 54

60) Market segments that can be effectively reached and served are ________.
A) measurable
B) accessible
C) substantial
D) actionable
E) profitable

Answer 54

B

Question 55

61) Different soft drinks target different personalities. This is an example of ________ segmentation.
A) psychographic
B) demographic
C) occasion
D) life-cycle
E) benefits

Answer 55

A

Question 56

85) Market targeting is ________.
A) arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers
B) dividing a market into distinct groups of buyers who have different needs and characteristics
C) evaluating segment attractiveness and deciding how many and which segment(s) to serve
D) marketing to buyers with separate marketing strategies or mixes
E) differentiating the firm’s market offering to create customer value

Answer 56

C

Question 57

86) Which of the following is LEAST relevant when a firm evaluates different market segments?
A) segment size and growth
B) company resources
C) segment structural attractiveness
D) core competencies of competitors
E) company objectives

Answer 57

D

Question 58

87) Which of the following is the reason a company may choose not to focus on the largest,
fastest-growing segments?
A) The smaller segments may be more profitable to the firm.
B) It may lack the skills to serve larger segments.
C) The right size and growth characteristics don’t match its goals.
D) The segments may be too competitive.
E) It may lack the physical and financial resources to serve larger segments

Answer 58

A

Question 59

88) A segment is less attractive if it ________.
A) is difficult for new entrants to enter
B) is substantial
C) is actionable
D) already contains many strong and aggressive competitors
E) contains weak suppliers

Answer 59

D

Question 60

89) Several structural factors affect long-run segment attractiveness. These include all of the
following EXCEPT ________.
A) easy entry by new competitors
B) the segment does not match the company’s long-run objectives
C) strong and aggressive competitors
D) many substitute products
E) power of buyers

Answer 60

B

Question 61

90) A ________ consists of a set of buyers who share common needs or characteristics that the company decides to serve.
A) marketing channel
B) citizen-action group
C) distribution channel
D) customer franchise
E) target market

Answer 61

E

Question 62

91) ________ refers to a market-coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer.
A) Individual marketing
B) Local marketing
C) Niche marketing
D) Undifferentiated marketing
E) Segmented marketing

Answer 62

D

Question 63

92) Sanguine Services is a small company that uses a marketing strategy in which its limited resources are employed to target a large share of two small market segments. Sanguine most likely uses which of the following marketing strategies?
A) individual marketing
B) one-to-one marketing
C) mass marketing
D) concentrated marketing
E) trigger-based marketing

Answer 63

D

Question 64

93) A market-coverage strategy in which a firm decides to target several market segments and designs separate offers for each is known as ________.
A) mass marketing
B) differentiated marketing
C) concentrated marketing
D) individual marketing
E) cross-marketing

Answer 64

B

Question 65

94) Which of the following is a disadvantage of using a differentiated marketing strategy? A) It generates far lower sales compared to an undifferentiated marketing strategy.
B) Customer loyalty is negatively impacted and difficult to obtain.
C) The costs of doing business increase.
D) Quality control problems increase.
E) Product safety decreases.

Answer 65

C

Question 66

95) With a(n) ________ marketing strategy, a firm goes after a large share of one or a few smaller niches.
A) individual
B) mass
C) concentrated
D) differentiated
E) local

Answer 66

C

Question 67

96) Which of the following is true about the concentrated marketing strategy?
A) Companies that rely on a few segments for all of their business will suffer if a segment turns sour.
B) Concentrated marketing is not profitable for most firms.
C) Niche marketing involves few risks for most firms.
D) Concentrated marketing involves going after a small share of a large market.
E) The Internet has limited the use and benefits of niche marketing.

Answer 67

A

Question 68

97) ________ is the practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations.
A) Mass marketing
B) Trigger-based marketing
C) Differentiated marketing
D) Concentrated marketing
E) Micromarketing

Answer 68

E

Question 69

98) ________ marketing tailors brands and promotions to the needs and wants of regional customer groups, such as cities, neighborhoods, and even specific stores.
A) Undifferentiated
B) Differentiated
C) Niche
D) Local
E) Individual

Answer 69

D

Question 70

99) Which of the following is a drawback of local marketing?
A) Local marketing increases manufacturing costs by reducing the economies of scale.
B) Local marketing requires specialization that is difficult to identify.
C) Local marketing is not profitable for most small firms.
D) Local marketing cannot accommodate the needs of modern buyers who are technology savvy.
E) Local marketing almost always results in brand dilution.

Answer 70

A

Question 71

100) Andrew Levitt runs a retail store in Norristown. Andrew’s store stocks cold weather products as Norristown mostly has sub-zero temperatures. Which of the following is evident here?
A) local marketing
B) concentrated marketing
C) segmented marketing
D) mass marketing
E) direct marketing

Answer 71

A

Question 72

101) A public relations firm tailors its advertising and promotional services according to the needs and preferences of specific customers. This exemplifies ________.
A) trigger-based marketing
B) mass marketing
C) segmented marketing
D) individual marketing
E) concentrated marketing

Answer 72

D

Question 73

102) When a company customizes its merchandise store by store to meet shopper needs, it is practicing ________ marketing.
A) niche
B) mass
C) local
D) segmented
E) trigger-based

Answer 73

C

Question 74

103) ________ is the process by which firms interact one-to-one with masses of customers to design products and services tailor-made to individual needs.
A) Product diversification
B) Micromarketing
C) Mass customization
D) Differentiated marketing
E) Local marketing

Answer 74

C

Question 75

104) When order requests come in, the designers of Titus Furniture often go to a client’s location to note their requirements, budget, and expected date of delivery. In this way, Titus Furniture is successful in tailor-making products for its customers. This is an example of .________
A) market diversification
B) undifferentiated marketing
C) mass customization
D) differentiated marketing
E) trigger-based marketing

Answer 75

C

Question 76

105) Which of the following marketing strategies is most suitable for smaller firms with limited resources?
A) mass marketing
B) undifferentiated marketing
C) niche marketing
D) differentiated marketing
E) one-to-one marketing

Answer 76

C

Question 77

106) Rex Steelworks makes steel sheets which the firm markets and sells to companies all over the world. Which of the following marketing strategies is most suitable for Rex Steelworks?
A) one-to-one marketing
B) undifferentiated marketing
C) individual marketing
D) local marketing
E) trigger-based marketing

Answer 77

B

Question 78

107) GamaPix makes point-and-shoot cameras and handycams for amateur photographers and hobbyists. It also has a separate line of cameras dedicated to professional photographers. Additionally, it designs separate offers for each segment. Which of the following marketing strategies does GamaPix most likely use in this instance?
A) mass marketing
B) differentiated marketing
C) individual marketing
D) local marketing
E) direct marketing

Answer 78

B

Question 79

08) Jean Malone, a market researcher, recently found that most people in Bradburg County purchase automobiles with predominantly functional designs and prefer darker colors. Which of the following marketing strategies should Jean most likely recommend to an automobile dealer interested in opening a dealership in Bradburg County?
A) one-to-one marketing
B) undifferentiated marketing
C) segmented marketing
D) individual marketing
E) direct marketing

Answer 79

B

Question 80

109) Shine Enterprises mass produces an all-purpose floor cleaner that is aimed at the whole market. This firm uses a(n) ________ marketing strategy.
A) segmented
B) undifferentiated
C) individual
D) niche
E) one-to-one

Answer 80

B

Question 81

110) ________ marketing is more suited for uniform products, such as grapefruit or steel.
A) Niche
B) Undifferentiated
C) One-to-one
D) Trigger-based
E) Local

Answer 81

B

Question 82

111) ________ marketing is more suited for products that vary in design. A) Mass
B) Local
C) Direct
D) Differentiated
E) Individual

Answer 82

D

Question 83

112) A catalog retailer in the United States has identified African American professionals between the ages of 35 and 45 as a group of potential customers for its products. The retailer plans to direct its marketing efforts toward this group of consumers. Which of the following market segmentation variables did the catalog retailer most likely use?
A) demographic
B) psychographic
C) user status
D) loyalty status
E) usage rate

Answer 83

A

Question 84

113) Market targeting can bring up concerns about privacy and abuse in all of the following ways EXCEPT ________.
A) when marketing toward children
B) when entertainment and commercial content blend
C) when customers opt in to receive focused content
D) when deceptive messaging is used
E) when e-mails are personalized based on Internet searches by the customer

Answer 84

C

Question 85

134) ________ refers to how a company will create differentiated value for targeted segments and what positions it wants to occupy in those segments.
A) Targeted marketing
B) Market segmentation
C) Product positioning
D) Value proposition
E) Niche marketing

Answer 85

D

Question 86

135) A ________ refers to the way a product is defined by consumers on important attributes— the place the product occupies in consumers’ minds relative to competing products.
A) core competency
B) value stream
C) value proposition
D) product position
E) product specification

Answer 86

D

Question 87

136) ________ show(s) consumer perceptions of a company’s brands versus competing products on important buying dimensions.
A) Differentiation
B) Positioning
C) Market targeting
D) Perceptual positioning maps
E) Market segmentation

Answer 87

D

Question 88

137) To the extent that a company can differentiate and position itself as providing superior customer value, it gains ________.
A) competitive advantage
B) complementary assets
C) service life
D) core competencies
E) contingent liability

Answer 88

A

Question 89

139) Even when competing offers look the same, buyers may perceive a difference based on ________ differentiation.
A) image
B) people
C) price
D) channel
E) services

Answer 89

A

Question 90

140) Harvey’s Bookstore is a popular online bookstore that has differentiated itself through smooth-functioning delivery networks. This is an example of ________ differentiation.
A) product
B) image
C) price
D) channel
E) people

Answer 90

D

Question 91

142) The full mix of benefits on which a brand is differentiated and positioned is known as the brand’s ________.
A) value proposition
B) service life
C) value stream
D) supply chain
E) Demand chain

Answer 91

A

Question 92

146) While there may be many differences between brands, not all are meaningful or relevant to consumers. Which of the following is NOT a criterion for establishing the value of a difference to promote?
A) superior; the difference is superior to other ways that customers might obtain the same benefit
B) affordable; buyers can afford to pay the difference
C) profitable; the company can introduce the difference profitably
D) important; the difference delivers a highly valued benefit to target buyers
E) visually appealing; customers will be able to see and appreciate the difference

Answer 92

E

Question 93

150) Which of the following states the product’s membership in a category and then shows its point of difference from other members of the category?
A) a mission statement
B) a vision statement
C) a general need description
D) a positioning statement
E) an order-routine specification

Answer 93

D

Question 94

151) “To busy multitaskers who need help remembering things, Evernote is a digital content management application that makes it easy to capture and remember moments and ideas from your everyday life using your computer, phone, tablet, and the Web.” This is an example of a(n) ________.
A) positioning statement
B) statement of purpose
C) order-routine specification
D) vision statement
E) product specification

Answer 94

A

Question 95

153) Apex describes its clothing line as, “Elegance and attitude, now as one. For the daily office-goer, who takes pride in what he or she wears everyday, Apex makes sure you get noticed.” This exemplifies a ________.
A) statement of purpose
B) vision statement
C) positioning statement
D) general need description
E) product specification

Answer 95

C

Question 96

155) Symbols such as the McDonald’s golden arches, the colorful Google logo, the Nike swoosh, or Apple’s “bite mark” logo provide strong company or brand recognition and are indicative of ________ differentiation.
A) people
B) image
C) channel
D) services
E) product

Answer 96

B