14 Aug 1) When a company identifies the parts of the market it can serve best and most

1) When a company identifies the parts of the market it can
serve best and most profitably, it is practicing ________.
A) adapted marketing
B) mass marketing
C) market targeting
D) segmenting
E) differentiation

2) What are the four steps, in order, to designing a
customer-driven marketing strategy?
A) market segmentation, differentiation, positioning, and
targeting
B) positioning, market segmentation, mass marketing, and
targeting
C) market segmentation, targeting, differentiation, and positioning
D) market alignment, market segmentation, differentiation,
and market positioning
E) market recognition, market preference, market targeting,
and market insistence

3) Even though several options are available at any one time,
there ________ to segment a market.
A) is one single best way
B) is no single way
C) is a most effective way
D) are limited ways
E) are four ways

4) Your firm has decided to localize its products and
services to meet local market demands. A good approach to use would be ________
segmentation.
A) geographic
B) benefit
C) end-use
D) customer
E) image

5) Pendergraff Pet Supplies divides the pet market according
to the owners’ race, occupation, income, and family life cycle. What type of
segmentation does Pendergraff use?
A) geographic
B) behavioral
C) lifestyle
D) demographic
E) psychographic

6) Which of the following is the most popular method for
segmenting markets?
A) demographic
B) gender
C) psychographic
D) behavioral
E) geographic

7) Demographic variables are frequently used in market
segmentation because they ________.
A) create smaller segments than other methods do
B) create more easily reached segments than other methods do
C) do not involve stereotypes
D) are easy to measure in comparison to many other methods
E) involve fewer attributes to consider than other methods do

8) Marketers must be most careful to guard against which of
the following when using age and life-cycle segmentation?
A) underestimating
B) stereotyping
C) traditional marketing
D) cultural bias
E) gender bias

9) When Positive Image, Inc. caters to clothing, cosmetics,
and toiletries markets, it most likely uses which type of segmentation?
A) readiness
B) gender
C) behavior
D) occasions
E) geographic

10) Marketers of automobiles, financial services, and travel
are most likely to use which of the following types of segmentation?
A) gender
B) income
C) occasion
D) usage rate
E) readiness stage

11) Lifestyle characteristics and personality characteristics
are two types of variables used in ________ segmentation.
A) demographic
B) behavioral
C) social class
D) psychographic
E) user status

12) The division of buyers into groups based on their knowledge,
attitudes, uses, or responses to a product is ________ segmentation.
A) behavioral
B) psychographic
C) age and life cycle
D) demographic
E) geographic

13) Which type of segmentation centers on the use of the word
when, such as when consumers get the idea to buy, when
they actually make their purchase, or when they use the purchased item?
A) behavioral
B) psychographic
C) occasion
D) impulse
E) emergency

14) Markets can be segmented into groups of nonusers,
ex-users, potential users, first-time users, and regular users of a product.
This method of segmentation is called ________.
A) user status
B) usage rates
C) benefit
D) behavior
E) loyalty status

15) Your current assignment at York Foods is to find the
major benefits people look for in product classes, the kinds of people who look
for each benefit, and the major brands that deliver each benefit. What is this
segmentation method called?
A) benefit
B) behavioral
C) age and life cycle
D) psychographic
E) demographic

16) Shampoo marketers rate buyers as light, medium, or heavy
product users. This is ________ segmentation.
A) benefit
B) user status
C) usage rate
D) psychographic
E) occasions

17) Consumers can show their allegiance to brands, stores, or
companies. Marketers can use this information to segment consumers by ________.
A) user status
B) loyalty status
C) store type
D) brand preference
E) usage rate

18) By studying its less loyal buyers, a company can detect
which brands are most ________ its own.
A) competitive with
B) used with
C) overlooked with
D) similar to
E) complementary to

19) Many firms make an effort to identify smaller,
better-defined target groups by using ________.
A) differentiation
B) concentrated marketing
C) multiple segmentation bases
D) positioning
E) mass marketing

20) Consumer and business marketers use many of the same
variables to segment markets. Business marketers use all of the following
EXCEPT ________.
A) operating characteristics
B) purchasing approaches
C) situational factors
D) personal characteristics
E) brand personalities

21) As in consumer segmentation, many marketers believe that
________ and ________ segmentation provide the best basis for segmenting
business markets.
A) geographic; demographic
B) user status; user loyalty
C) benefits; buying behavior
D) age and life-cycle; psychographic
E) income; usage rate

22) International Drilling Company segments its foreign
markets by their overall level of economic development. This firm segments on
what basis?
A) political factors
B) legal factors
C) geographic factors
D) economic factors
E) cultural factors

23) Lexus targets wealthy consumers with similar needs and
buying behaviors, even though the consumers are located in different countries.
This is an example of ________.
A) intermarket segmentation
B) loyalty segmentation
C) life-cycle segmentation
D) targeting segmentation
E) psychographic segmentation

24) Cross-market segmentation is also known as ________.
A) intermarket segmentation
B) international segmentation
C) regional segmentation
D) mass-market segmentation
E) micromarketing

25) When the size, purchasing power, and profiles of a market
segment can be determined, it possesses the requirement of being ________.
A) measurable
B) accessible
C) substantial
D) actionable
E) observable

26) When a business market segment is large or profitable
enough to serve, it is termed ________.
A) measurable
B) accessible
C) substantial
D) actionable
E) differentiable

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

28) You have discovered that the segments you are targeting
are conceptually distinguishable and respond differently to different marketing
mix elements and programs. These segments are ________.
A) accessible
B) measurable
C) reachable
D) differentiable
E) observable

29) The markets you have chosen to serve in four western
states can be effectively reached and served. You would tell the marketing
manager that these segments are ________.
A) measurable
B) accessible
C) substantial
D) actionable
E) profitable

30) To evaluate the different market segments your company
serves, you would look at all of these factors EXCEPT which one?
A) segment size
B) segment growth
C) segment structural attractiveness
D) company values
E) company resources

31) Barney Hopkins has compiled a list of things that make
segments more attractive. Which one of the following items should NOT be on the
list?
A) relative power of buyers
B) lack of powerful suppliers to control prices
C) few substitute products
D) competition with superior resources
E) financial resources

32) Which of the following is NOT one of the reasons a
segment would be less attractive to a company?
A) strong competitors
B) substitute products
C) concentrated market
D) power of buyers
E) power of suppliers

33) In general, a company should enter only segments in which
it can ________ and ________.
A) offer lower prices; ship faster
B) offer superior value; gain advantages over competitors
C) offer superior value; ship faster
D) gain advantages over competitors; mass market its products
E) offer lower prices; develop customer loyalty

34) Mass marketers, such as Target and Venture Stores, often
ignore market segment differences and target the whole market with one offer.
What is their approach to segmenting?
A) undifferentiated marketing
B) differentiated marketing
C) target marketing
D) concentrated marketing
E) micromarketing

35) The 55-year-old baby boomers share common needs in music
and performers. When a music company decides to serve this group, the group is
called a(n) ________.
A) market segment
B) target market
C) niche market
D) micro market
E) undifferentiated market

36) When New Port Shipping uses segmented marketing, it
targets several segments and designs separate offers for each one. This
approach is called ________ marketing.
A) undifferentiated
B) differentiated
C) target
D) individual
E) niche

37) Developing a strong position within several segments
creates more total sales than ________ marketing across all segments.
A) undifferentiated
B) differentiated
C) niche
D) target
E) individual

38) ByWay Ventures chose a differentiated marketing strategy.
The company had to weigh ________ against ________ when selecting this
strategy.
A) extra research; costs
B) sales analysis; sales
C) increased sales; increased costs
D) geographic segmentation; demographic segmentation
E) attitudes; perceptions

39) P&G sells six brands of laundry detergent in the
United States, each designed for one of six laundry segments P&G has
identified. Together, these six brands take 62% of market share. Which of the
following is a disadvantage of P&G’s differentiated marketing strategy?
A) lost sales that would have been made with an
undifferentiated marketing strategy across all segments
B) lost customer loyalty due to lack of brand loyalty
C) increased costs for separate marketing plans for each
brand
D) other suppliers controlling pricing
E) lack of resources to succeed in an attractive segment

40) Successful niche marketing is most dependent on a firm’s
________ and its ________.
A) promotions strategy; services
B) individual relationships with customers; positioning
C) superior products; value network partners
D) greater knowledge of customers’ needs; special reputation
E) competitive advantage in comparison to mass-market
companies; affordable pricing

41) Using concentrated marketing, the marketer goes after a
________ share of ________.
A) small; a small market
B) small; a large market
C) large; one or a few niches
D) large; the mass market
E) moderate; local

42) Today, the low cost of setting up shop ________ makes it
even more profitable to serve very small niches.
A) in malls in major cities
B) in central business districts
C) on the Internet
D) near major competitors
E) far from competitors

43) Which of the segmenting strategies carries
higher-than-average risks in consumer markets?
A) concentrated
B) mass
C) differentiated
D) undifferentiated
E) multiple-segment

44) As You Like It, Inc. customizes its offers to each
individual consumer. This practice of tailoring products and marketing programs
to suit the tastes of specific individuals and locations is referred to as
________ marketing.
A) niche
B) mass
C) differentiated
D) undifferentiated
E) micro

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

46) Which of the following is the narrowest marketing
strategy?
A) segmented strategy
B) local marketing
C) differentiated marketing
D) mass marketing
E) undifferentiated marketing

47) Which of the following is NOT a drawback of local
marketing?
A) It can drive up manufacturing costs.
B) It can drive up marketing costs by reducing economies of
scale.
C) It can create logistics problems.
D) A brand’s overall image might be diluted through too much
variation.
E) Supporting technologies are not available.

48) When Walmart customizes its merchandise store by store to
meet shopper needs, it is practicing ________.
A) niche marketing
B) psychographic marketing
C) local marketing
D) social segmentation
E) individual marketing

49) When a company interacts one-on-one with large numbers of
customers to create customer-unique value by designing products and services
tailor-made to individual needs, it is following ________.
A) micromarketing
B) mass marketing
C) mass customization
D) differentiated marketing
E) localization

50) When choosing a target marketing strategy, many factors
need to be considered. Which of the following does your text NOT mention as
important?
A) company resources
B) degree of product variability
C) product life-cycle stage
D) product cost
E) competitors’ marketing strategies

51) When competitors use differentiated or concentrated
marketing, ________ marketing can be disastrous.
A) differentiated
B) undifferentiated
C) concentrated
D) customized
E) localized

52) Target marketing sometimes generates controversy and
concern. Issues usually involve the targeting of ________ consumers with
________ products.
A) elderly; durable
B) young; appealing
C) vulnerable; marketing
D) vulnerable; potentially harmful
E) unexpected; deceptive

53) It is considered socially irresponsible when the
marketing of adult products spills over into the ________ segment.
A) elderly
B) child
C) animal
D) minority
E) senior
Answer:

54) Cigarette, beer, and fast-food marketers have generated
much controversy in recent years by their attempts to target ________.
A) urban professionals
B) the elderly
C) inner-city minorities
D) the poor in foreign markets
E) suburban adults

55) Most attempts to target children and minority groups
provide ________ to target customers.
A) benefits
B) education
C) disadvantages
D) harm
E) expenses

56) In target marketing, the issue of social responsibility
is not really who is targeted, but rather ________ and for ________.
A) why; what
B) how; what
C) why; how long
D) where; how long
E) how; how long

57) Which group determines a product’s position relative to
competing products?
A) manufacturers
B) wholesalers
C) retailers
D) consumers
E) suppliers

58) A product’s position is based on important attributes as
perceived by ________.
A) suppliers
B) competitors
C) market conditions
D) consumers
E) managers

59) Which of the listed choices is NOT a positioning task?
A) identifying a set of possible competitive advantages upon
which to build a position
B) surveying frequent users of the product
C) selecting an overall positioning strategy
D) effectively communicating and delivering the chosen
position to the market
E) selecting the right competitive advantages

60) A company or store gains a(n) ________ by differentiating
its products and delivering more value.
A) competitive advantage
B) positioning advantage
C) cost advantage
D) efficiency advantage
E) synergy

61) A company or market offer can be differentiated along the
lines of product, image, services, channels, or ________.
A) labeling
B) packaging
C) people
D) customer service
E) reputation

62) Which type of differentiation is used to gain competitive
advantage through the way a firm designs its distribution coverage, expertise,
and performance?
A) services differentiation
B) channel differentiation
C) people differentiation
D) product differentiation
E) price differentiation

63) When firms use symbols, colors, or characters to convey
their personalities, they are using ________ differentiation.
A) image
B) people
C) company
D) reputation
E) subliminal

64) Ad man Rosser Reeves believes that firms should develop a
USP for each brand and stick to it. What does USP stand for?
A) unique selling product
B) unique services practice
C) unique sales pitch
D) unique selling proposition
E) unique strategic practice

65) A brand difference is worth establishing and promoting to
the extent that it satisfies all of the criteria below EXCEPT which one?
A) important
B) distinctive
C) divisible
D) affordable
E) noticeable
1) When a company identifies the parts of the market it can
serve best and most profitably, it is practicing ________.A) adapted marketingB) mass marketingC) market targetingD) segmentingE) differentiation2) What are the four steps, in order, to designing a
customer-driven marketing strategy?A) market segmentation, differentiation, positioning, and
targetingB) positioning, market segmentation, mass marketing, and
targetingC) market segmentation, targeting, differentiation, and positioningD) market alignment, market segmentation, differentiation,
and market positioningE) market recognition, market preference, market targeting,
and market insistence3) Even though several options are available at any one time,
there ________ to segment a market.A) is one single best wayB) is no single wayC) is a most effective wayD) are limited waysE) are four ways4) Your firm has decided to localize its products and
services to meet local market demands. A good approach to use would be ________
segmentation.A) geographicB) benefitC) end-useD) customerE) image5) Pendergraff Pet Supplies divides the pet market according
to the owners’ race, occupation, income, and family life cycle. What type of
segmentation does Pendergraff use?A) geographicB) behavioralC) lifestyleD) demographicE) psychographic6) Which of the following is the most popular method for
segmenting markets?A) demographicB) genderC) psychographicD) behavioralE) geographic7) Demographic variables are frequently used in market
segmentation because they ________.A) create smaller segments than other methods doB) create more easily reached segments than other methods doC) do not involve stereotypesD) are easy to measure in comparison to many other methodsE) involve fewer attributes to consider than other methods do8) Marketers must be most careful to guard against which of
the following when using age and life-cycle segmentation?A) underestimatingB) stereotypingC) traditional marketingD) cultural biasE) gender bias9) When Positive Image, Inc. caters to clothing, cosmetics,
and toiletries markets, it most likely uses which type of segmentation?A) readinessB) genderC) behaviorD) occasionsE) geographic10) Marketers of automobiles, financial services, and travel
are most likely to use which of the following types of segmentation?A) genderB) incomeC) occasionD) usage rateE) readiness stage11) Lifestyle characteristics and personality characteristics
are two types of variables used in ________ segmentation.A) demographicB) behavioralC) social classD) psychographicE) user status12) The division of buyers into groups based on their knowledge,
attitudes, uses, or responses to a product is ________ segmentation.A) behavioralB) psychographicC) age and life cycleD) demographicE) geographic13) Which type of segmentation centers on the use of the word
when, such as when consumers get the idea to buy, when
they actually make their purchase, or when they use the purchased item?A) behavioralB) psychographicC) occasionD) impulseE) emergency14) Markets can be segmented into groups of nonusers,
ex-users, potential users, first-time users, and regular users of a product.
This method of segmentation is called ________.A) user statusB) usage ratesC) benefitD) behaviorE) loyalty status15) Your current assignment at York Foods is to find the
major benefits people look for in product classes, the kinds of people who look
for each benefit, and the major brands that deliver each benefit. What is this
segmentation method called?A) benefitB) behavioralC) age and life cycleD) psychographicE) demographic16) Shampoo marketers rate buyers as light, medium, or heavy
product users. This is ________ segmentation.A) benefitB) user statusC) usage rateD) psychographicE) occasions17) Consumers can show their allegiance to brands, stores, or
companies. Marketers can use this information to segment consumers by ________.A) user statusB) loyalty statusC) store typeD) brand preferenceE) usage rate18) By studying its less loyal buyers, a company can detect
which brands are most ________ its own.A) competitive withB) used withC) overlooked withD) similar toE) complementary to19) Many firms make an effort to identify smaller,
better-defined target groups by using ________.A) differentiationB) concentrated marketingC) multiple segmentation basesD) positioningE) mass marketing20) Consumer and business marketers use many of the same
variables to segment markets. Business marketers use all of the following
EXCEPT ________.A) operating characteristicsB) purchasing approachesC) situational factorsD) personal characteristicsE) brand personalities21) As in consumer segmentation, many marketers believe that
________ and ________ segmentation provide the best basis for segmenting
business markets.A) geographic; demographicB) user status; user loyaltyC) benefits; buying behaviorD) age and life-cycle; psychographicE) income; usage rate22) International Drilling Company segments its foreign
markets by their overall level of economic development. This firm segments on
what basis?A) political factorsB) legal factorsC) geographic factorsD) economic factorsE) cultural factors23) Lexus targets wealthy consumers with similar needs and
buying behaviors, even though the consumers are located in different countries.
This is an example of ________.A) intermarket segmentationB) loyalty segmentationC) life-cycle segmentationD) targeting segmentationE) psychographic segmentation24) Cross-market segmentation is also known as ________.A) intermarket segmentationB) international segmentationC) regional segmentationD) mass-market segmentationE) micromarketing25) When the size, purchasing power, and profiles of a market
segment can be determined, it possesses the requirement of being ________.A) measurableB) accessibleC) substantialD) actionableE) observable26) When a business market segment is large or profitable
enough to serve, it is termed ________.A) measurableB) accessibleC) substantialD) actionableE) differentiable27) When an effective program can be designed for attracting
and serving a chosen segment, the segment is best described as ________.A) accessibleB) measurableC) reachableD) actionableE) differentiable28) You have discovered that the segments you are targeting
are conceptually distinguishable and respond differently to different marketing
mix elements and programs. These segments are ________.A) accessibleB) measurableC) reachableD) differentiableE) observable29) The markets you have chosen to serve in four western
states can be effectively reached and served. You would tell the marketing
manager that these segments are ________.A) measurableB) accessibleC) substantialD) actionableE) profitable30) To evaluate the different market segments your company
serves, you would look at all of these factors EXCEPT which one?A) segment sizeB) segment growthC) segment structural attractivenessD) company valuesE) company resources31) Barney Hopkins has compiled a list of things that make
segments more attractive. Which one of the following items should NOT be on the
list?A) relative power of buyersB) lack of powerful suppliers to control pricesC) few substitute productsD) competition with superior resourcesE) financial resources32) Which of the following is NOT one of the reasons a
segment would be less attractive to a company?A) strong competitorsB) substitute productsC) concentrated marketD) power of buyersE) power of suppliers33) In general, a company should enter only segments in which
it can ________ and ________.A) offer lower prices; ship fasterB) offer superior value; gain advantages over competitorsC) offer superior value; ship fasterD) gain advantages over competitors; mass market its productsE) offer lower prices; develop customer loyalty34) Mass marketers, such as Target and Venture Stores, often
ignore market segment differences and target the whole market with one offer.
What is their approach to segmenting?A) undifferentiated marketingB) differentiated marketingC) target marketingD) concentrated marketingE) micromarketing35) The 55-year-old baby boomers share common needs in music
and performers. When a music company decides to serve this group, the group is
called a(n) ________.A) market segmentB) target marketC) niche marketD) micro marketE) undifferentiated market36) When New Port Shipping uses segmented marketing, it
targets several segments and designs separate offers for each one. This
approach is called ________ marketing.A) undifferentiatedB) differentiatedC) targetD) individualE) niche37) Developing a strong position within several segments
creates more total sales than ________ marketing across all segments.A) undifferentiatedB) differentiatedC) nicheD) targetE) individual38) ByWay Ventures chose a differentiated marketing strategy.
The company had to weigh ________ against ________ when selecting this
strategy.A) extra research; costsB) sales analysis; salesC) increased sales; increased costsD) geographic segmentation; demographic segmentationE) attitudes; perceptions39) P&G sells six brands of laundry detergent in the
United States, each designed for one of six laundry segments P&G has
identified. Together, these six brands take 62% of market share. Which of the
following is a disadvantage of P&G’s differentiated marketing strategy?A) lost sales that would have been made with an
undifferentiated marketing strategy across all segmentsB) lost customer loyalty due to lack of brand loyaltyC) increased costs for separate marketing plans for each
brandD) other suppliers controlling pricingE) lack of resources to succeed in an attractive segment40) Successful niche marketing is most dependent on a firm’s
________ and its ________.A) promotions strategy; servicesB) individual relationships with customers; positioningC) superior products; value network partnersD) greater knowledge of customers’ needs; special reputationE) competitive advantage in comparison to mass-market
companies; affordable pricing41) Using concentrated marketing, the marketer goes after a
________ share of ________.A) small; a small marketB) small; a large marketC) large; one or a few nichesD) large; the mass marketE) moderate; local42) Today, the low cost of setting up shop ________ makes it
even more profitable to serve very small niches.A) in malls in major citiesB) in central business districtsC) on the InternetD) near major competitorsE) far from competitors43) Which of the segmenting strategies carries
higher-than-average risks in consumer markets?A) concentratedB) massC) differentiatedD) undifferentiatedE) multiple-segment44) As You Like It, Inc. customizes its offers to each
individual consumer. This practice of tailoring products and marketing programs
to suit the tastes of specific individuals and locations is referred to as
________ marketing.A) nicheB) massC) differentiatedD) undifferentiatedE) micro45) ________ tailors brands and promotions to the needs and
wants of specific cities, neighborhoods, and even stores.A) UndifferentiatedB) Differentiated marketingC) Niche marketingD) Local marketingE) Individual marketing46) Which of the following is the narrowest marketing
strategy?A) segmented strategyB) local marketingC) differentiated marketingD) mass marketingE) undifferentiated marketing47) Which of the following is NOT a drawback of local
marketing?A) It can drive up manufacturing costs.B) It can drive up marketing costs by reducing economies of
scale.C) It can create logistics problems.D) A brand’s overall image might be diluted through too much
variation.E) Supporting technologies are not available.48) When Walmart customizes its merchandise store by store to
meet shopper needs, it is practicing ________.A) niche marketingB) psychographic marketingC) local marketingD) social segmentationE) individual marketing49) When a company interacts one-on-one with large numbers of
customers to create customer-unique value by designing products and services
tailor-made to individual needs, it is following ________.A) micromarketingB) mass marketingC) mass customizationD) differentiated marketingE) localization50) When choosing a target marketing strategy, many factors
need to be considered. Which of the following does your text NOT mention as
important?A) company resourcesB) degree of product variabilityC) product life-cycle stageD) product costE) competitors’ marketing strategies51) When competitors use differentiated or concentrated
marketing, ________ marketing can be disastrous.A) differentiatedB) undifferentiatedC) concentratedD) customizedE) localized52) Target marketing sometimes generates controversy and
concern. Issues usually involve the targeting of ________ consumers with
________ products.A) elderly; durableB) young; appealingC) vulnerable; marketingD) vulnerable; potentially harmfulE) unexpected; deceptive53) It is considered socially irresponsible when the
marketing of adult products spills over into the ________ segment.A) elderlyB) childC) animalD) minorityE) seniorAnswer: 54) Cigarette, beer, and fast-food marketers have generated
much controversy in recent years by their attempts to target ________.A) urban professionalsB) the elderlyC) inner-city minoritiesD) the poor in foreign marketsE) suburban adults55) Most attempts to target children and minority groups
provide ________ to target customers.A) benefitsB) educationC) disadvantagesD) harmE) expenses56) In target marketing, the issue of social responsibility
is not really who is targeted, but rather ________ and for ________.A) why; whatB) how; whatC) why; how longD) where; how longE) how; how long57) Which group determines a product’s position relative to
competing products?A) manufacturersB) wholesalersC) retailersD) consumersE) suppliers58) A product’s position is based on important attributes as
perceived by ________.A) suppliersB) competitorsC) market conditionsD) consumersE) managers59) Which of the listed choices is NOT a positioning task?A) identifying a set of possible competitive advantages upon
which to build a positionB) surveying frequent users of the productC) selecting an overall positioning strategyD) effectively communicating and delivering the chosen
position to the marketE) selecting the right competitive advantages60) A company or store gains a(n) ________ by differentiating
its products and delivering more value.A) competitive advantageB) positioning advantageC) cost advantageD) efficiency advantageE) synergy61) A company or market offer can be differentiated along the
lines of product, image, services, channels, or ________.A) labelingB) packagingC) peopleD) customer serviceE) reputation62) Which type of differentiation is used to gain competitive
advantage through the way a firm designs its distribution coverage, expertise,
and performance?A) services differentiationB) channel differentiationC) people differentiationD) product differentiationE) price differentiation63) When firms use symbols, colors, or characters to convey
their personalities, they are using ________ differentiation.A) imageB) peopleC) companyD) reputationE) subliminal64) Ad man Rosser Reeves believes that firms should develop a
USP for each brand and stick to it. What does USP stand for?A) unique selling productB) unique services practiceC) unique sales pitchD) unique selling propositionE) unique strategic practice65) A brand difference is worth establishing and promoting to
the extent that it satisfies all of the criteria below EXCEPT which one?A) importantB) distinctiveC) divisibleD) affordableE) noticeable

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