14 Aug 1. As market growth slows during the maturity stage of market evolution, the ma

1.
As
market growth slows during the maturity stage of market evolution, the market
splits into finer segments and high ________ occurs.
a.
market
ideation
b.
market
consolidation
c.
market
fragmentation
d.
market
deflation
e.
market
escalation

2.
Market
fragmentation in the market evolution process is often followed by ________
caused by the emergence of a new attribute that has strong appeal.
a.
a
market consolidation
b.
a
market dissolution
c.
a
market expansion
d.
a
market abandonment
e.
a
market harvesting

111.
Its
not delivery, its DiGiorno! This ad campaign helped DiGiornos pizza become
the frozen pizza leader. Which of the following terms is most associated with
the companys promotional success strategy?

a.
Price
leader
b.
Value
relationships
c.
Vertical
integration
d.
Superior
quality control
e.
Clever
positioning

112.
________
may be based on virtually any type of attribute or benefit. For example, FedEx
uses guaranteed overnight delivery and Nike uses performance.
a.
Points-of-parity
b.
Points-of-difference
c.
Points
of conflict
d.
Points
of defensibility
e.
Points
of service

113.
Consumers
might not consider a travel agency truly a travel agency unless it is able to
make air and hotel reservations, provide advice about leisure packages, and
offer various ticket payment and delivery options. These service elements are considered
________.
a.
competitive
points-of-difference
b.
competitive
points-of-parity
c.
category
points-of-difference
d.
category
points-of-parity
e.
conceptual
points-of-parity

114.
As a
marketing manager, which of the following would be the best purpose for your
organizations competitive points-of-parity?
a.
To
point out competitive points-of-difference
b.
To
emphasize competitive points-of-difference
c.
To
rationalize competitive points-of-difference
d.
To
globalize competitive points-of-difference
e.
To
negate competitive points-of-difference

115.
If your
task was to construct a positioning statement for a new product that your
company was considering as an addition to your product portfolio, what would be
the best first step for you to take?
a.
State
the products cost
b.
State
the products membership in a category
c.
State
who manufactured the product
d.
State
the image of the product
e.
State
who would distribute the product

116.
Tums
claims to have the most acid-reducing components of any antacid. In what way is the brands category
membership being conveyed?
a.
Comparing
to exemplars
b.
Relying
on the product descriptor
c.
Announcing
category benefits
d.
Focusing
on reliability
e.
Persuasion
based on believability

117.
A
marketer that wants to anchor a point-of-difference for Dove soap on brand
benefits might emphasize which of the following?
a.
The
soap is one-quarter cleansing cream.
b.
Dove
products include bar soaps and shampoos.
c.
Dove
soap helps users have softer skin.
d.
The
Dove brand is widely available.
e.
None
of the above.

118.
Assume
that you are in a position to develop your organizations points-of-difference
for an upcoming promotional campaign. Which of the following sets of consumer
desirability criteria would best fit your promotional task?
a.
Value,
location, service
b.
Loyalty,
customization, status
c.
Value,
reliability, dependability
d.
Relevance,
distinctiveness, believability
e.
Licensing
opportunities, promotional protection, and believability

119.
Equal
sugar substitute became a category leader by differentiating itself on its
authenticity as a product derived from sugar.
This POD demonstrates ________ because target consumers found it to be unique and superior.
a.
believability
b.
relevance
c.
feasibility
d.
communicability
e.
distinctiveness

120.
A
marketing manager asks a subordinate, Can the favorability of the new brand
association we just created in our recent ad campaign be reinforced and
strengthened over time? Which of the following delivery criteria used for
choosing points-of-difference would be most appropriate to the question
asked?
a.
Relevance
b.
Communicability
c.
Sustainability
d.
Feasibility
e.
Comparisons

121.
A
________ should follow the form: To (target group and need), our (brand) is
(the concept) that (what the point-of-difference is or does).
a.
feasibility
statement
b.
positioning
statement
c.
breakaway
branding campaign
d.
brand
specification
e.
category
membership mechanism

122.
Which
of the following is NOT a negatively correlated attribute and benefit?
a.
Efficacious
versus mild
b.
Varied
versus simple
c.
Powerful
versus safe
d.
Nutritious
versus good tasting
e.
Low
price versus low quality

123.
Your
products profit curve is in the negative. Which of the following stages of the
product life cycle is your product most likely in?
f.
Introduction
g.
Growth
h.
Maturity
i.
Decline
j.
Abandonment

124.
While
looking a series of special-case product life cycles, you observe that one of
the life cycles has had a rapid growth in sales resulting in a severe peak of
the sales curve followed by a rapid decline. Which of the following product
life-cycle curves is most likely represented by the above illustration?
a.
Style
life cycle
b.
Fashion
life cycle
c.
Fad
life cycle
d.
Niche
life cycle
e.
Techno
life cycle

125.
The pioneer advantage does not always ensure success in the
marketplace. All of the following are reasons cited by the text that a market
pioneers product might not be successful EXCEPT ________.
a.
the new
product was too crude
b.
the
new product was improperly positioned
c.
the
new product appeared when there was strong demand
d.
the
product-development costs exhausted the innovators resources
e.
managerial
incompetence

126.
While Wikipedia has ridden its pioneer advantage to become as familiar
as eBay and Google, Citizendium believes it can overtake Wikipedia as the most
popular online collaborative Internet encyclopedia because its ________
includes significantly reduced R&D time.
a.
product life cycle
b.
leverageable advantage
c.
core competency
d.
channel differentiation
e.
second mover advantag

127.
Markets often need modification to be able to grow and flourish. When
AARP began to recruit members that were 5055 years of age instead of pursuing
their normal target market of 65+ seniors, it was using a market modification
strategy called ________.
a.
converting
nonusers
b.
entering
new market segments
c.
winning
competitors customers
d.
value
vision
e.
age
discounting

128.
A firm in the growth stage faces a trade-off between ________ and
________.
a.
high market share; high current profit
b.
high valuation; high current profit
c.
high growth potential; high market share
d.
high current profit; high growth potential
e.
high market share; high valuation

129.
As an entrepreneur you have decided to launch two products simultaneously
to capture two different parts of the market. You are employing a(n)
________.
a.
single-niche
strategy
b.
multiple-niche
strategy
c.
standardization
strategy
d.
mass-market
strategy
e.
adaptive
strategy

130.
The energy-bar market created by PowerBar ultimately split into a
variety of subcategories, including those directed at specific segments and
some possessing specific attributes.
This is an example of ________.
a.
market consolidation
b.
consumer determinism
c.
breakaway marketing
d.
market fragmentation
e.
channel differentiation

1.
As
market growth slows during the maturity stage of market evolution, the market
splits into finer segments and high ________ occurs. a.
market
ideationb.
market
consolidationc.
market
fragmentationd.
market
deflatione.
market
escalation 2.
Market
fragmentation in the market evolution process is often followed by ________
caused by the emergence of a new attribute that has strong appeal. a.
a
market consolidation b.
a
market dissolutionc.
a
market expansiond.
a
market abandonment e.
a
market harvesting 111.
Its
not delivery, its DiGiorno! This ad campaign helped DiGiornos pizza become
the frozen pizza leader. Which of the following terms is most associated with
the companys promotional success strategy?
a.
Price
leaderb.
Value
relationshipsc.
Vertical
integrationd.
Superior
quality controle.
Clever
positioning 112.
________
may be based on virtually any type of attribute or benefit. For example, FedEx
uses guaranteed overnight delivery and Nike uses performance. a.
Points-of-parityb.
Points-of-differencec.
Points
of conflictd.
Points
of defensibilitye.
Points
of service 113.
Consumers
might not consider a travel agency truly a travel agency unless it is able to
make air and hotel reservations, provide advice about leisure packages, and
offer various ticket payment and delivery options. These service elements are considered
________.a.
competitive
points-of-differenceb.
competitive
points-of-parityc.
category
points-of-differenced.
category
points-of-paritye.
conceptual
points-of-parity 114.
As a
marketing manager, which of the following would be the best purpose for your
organizations competitive points-of-parity? a.
To
point out competitive points-of-differenceb.
To
emphasize competitive points-of-differencec.
To
rationalize competitive points-of-differenced.
To
globalize competitive points-of-differencee.
To
negate competitive points-of-difference 115.
If your
task was to construct a positioning statement for a new product that your
company was considering as an addition to your product portfolio, what would be
the best first step for you to take? a.
State
the products costb.
State
the products membership in a categoryc.
State
who manufactured the product d.
State
the image of the producte.
State
who would distribute the product116.
Tums
claims to have the most acid-reducing components of any antacid. In what way is the brands category
membership being conveyed?a.
Comparing
to exemplarsb.
Relying
on the product descriptorc.
Announcing
category benefitsd.
Focusing
on reliabilitye.
Persuasion
based on believability 117.
A
marketer that wants to anchor a point-of-difference for Dove soap on brand
benefits might emphasize which of the following?a.
The
soap is one-quarter cleansing cream.b.
Dove
products include bar soaps and shampoos.c.
Dove
soap helps users have softer skin.d.
The
Dove brand is widely available.e.
None
of the above. 118.
Assume
that you are in a position to develop your organizations points-of-difference
for an upcoming promotional campaign. Which of the following sets of consumer
desirability criteria would best fit your promotional task? a.
Value,
location, serviceb.
Loyalty,
customization, statusc.
Value,
reliability, dependabilityd.
Relevance,
distinctiveness, believabilitye.
Licensing
opportunities, promotional protection, and believability119.
Equal
sugar substitute became a category leader by differentiating itself on its
authenticity as a product derived from sugar.
This POD demonstrates ________ because target consumers found it to be unique and superior. a.
believabilityb.
relevancec.
feasibilityd.
communicabilitye.
distinctiveness 120.
A
marketing manager asks a subordinate, Can the favorability of the new brand
association we just created in our recent ad campaign be reinforced and
strengthened over time? Which of the following delivery criteria used for
choosing points-of-difference would be most appropriate to the question
asked? a.
Relevanceb.
Communicabilityc.
Sustainabilityd.
Feasibilitye.
Comparisons121.
A
________ should follow the form: To (target group and need), our (brand) is
(the concept) that (what the point-of-difference is or does).a.
feasibility
statementb.
positioning
statementc.
breakaway
branding campaignd.
brand
specificatione.
category
membership mechanism 122.
Which
of the following is NOT a negatively correlated attribute and benefit?a.
Efficacious
versus mildb.
Varied
versus simplec.
Powerful
versus safed.
Nutritious
versus good tastinge.
Low
price versus low quality 123.
Your
products profit curve is in the negative. Which of the following stages of the
product life cycle is your product most likely in?f.
Introductiong.
Growthh.
Maturityi.
Declinej.
Abandonment 124.
While
looking a series of special-case product life cycles, you observe that one of
the life cycles has had a rapid growth in sales resulting in a severe peak of
the sales curve followed by a rapid decline. Which of the following product
life-cycle curves is most likely represented by the above illustration? a.
Style
life cycleb.
Fashion
life cyclec.
Fad
life cycle d.
Niche
life cyclee.
Techno
life cycle 125.
The pioneer advantage does not always ensure success in the
marketplace. All of the following are reasons cited by the text that a market
pioneers product might not be successful EXCEPT ________. a.
the new
product was too crudeb.
the
new product was improperly positionedc.
the
new product appeared when there was strong demandd.
the
product-development costs exhausted the innovators resources e.
managerial
incompetence 126.
While Wikipedia has ridden its pioneer advantage to become as familiar
as eBay and Google, Citizendium believes it can overtake Wikipedia as the most
popular online collaborative Internet encyclopedia because its ________
includes significantly reduced R&D time.a.
product life cycleb.
leverageable advantagec.
core competencyd.
channel differentiatione.
second mover advantag 127.
Markets often need modification to be able to grow and flourish. When
AARP began to recruit members that were 5055 years of age instead of pursuing
their normal target market of 65+ seniors, it was using a market modification
strategy called ________.a.
converting
nonusersb.
entering
new market segmentsc.
winning
competitors customersd.
value
visione.
age
discounting 128.
A firm in the growth stage faces a trade-off between ________ and
________.a.
high market share; high current profitb.
high valuation; high current profitc.
high growth potential; high market shared.
high current profit; high growth potentiale.
high market share; high valuation129.
As an entrepreneur you have decided to launch two products simultaneously
to capture two different parts of the market. You are employing a(n)
________. a.
single-niche
strategyb.
multiple-niche
strategyc.
standardization
strategyd.
mass-market
strategye.
adaptive
strategy 130.
The energy-bar market created by PowerBar ultimately split into a
variety of subcategories, including those directed at specific segments and
some possessing specific attributes.
This is an example of ________.a.
market consolidationb.
consumer determinismc.
breakaway marketingd.
market fragmentatione.
channel differentiation

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