Question 1: Which of the following refers to a market situation where one firm completely controls a broad product-market?
Monopolistic competition
Oligopoly
Monopoly
Pure competition
Question 2: Given its interest in the broad product-market for "ready-to-eat, health-conscious snack foods," which of the following should the GoodHealth Foods Co. do first?
Develop a plan for getting support from intermediaries
Develop each of the four Ps at the same time
Segment the product-market to try to identify homogeneous submarkets and select an attractive target market
Decide what low-fat product or products it will offer
Question 3: A well recognized brand or patent is considered to be what kind of strength?
Marketing strength
Financial strength
Production strength
Engineering strength
Question 4: The direct market environment:
includes customers, the company, and competitors.
consists of variables that can be controlled.
is broader in scope than the external environment.
includes economic and technological environments.
Question 5: The disaggregating step in market segmentation involves:
brainstorming about very different solutions to various generic needs.
looking for similarities in needs.
selecting target markets.
developing suitable marketing mixes.
Question 6: A cluster analysis of the toothpaste market would probably show that:
the broad product-market can be served effectively with one marketing mix.
most consumers are mainly concerned about brightness of teeth.
factors such as taste, price, and whitening are not important.
different market segments seek different product benefits.
Question 7: The greatest growth in the world's population over the next several years will come from:
Western Europe.
Africa.
Australia.
Russia and the nations of the former Soviet bloc.
Question 8: Swanson Beverages, Inc. is using __________ to compare the strengths and weaknesses of its current target market and marketing mix with what its competitors are doing (or are likely to do).
clustering
competitor analysis
brand positioning
marketing mix review
Question 9: Which of the following statements BEST describes a generic market?
In a generic market, sellers offer various, often diverse, ways of satisfying broadly similar needs.
In a generic market, consumers are offered various close substitute ways of satisfying needs.
In a generic market, the characteristics are the same as the product-market.
In a generic market, companies sell unbranded products.
Question 10: AT&T reacted to the popularity of the cellular phone by adding several cellular models to its line of regular phones. The availability and popularity of cellular phones is most likely due to changes in which two environments?
Political and cultural
Technological and legal
Legal and economic
Social and technological
Question 11: How can a positioning analysis help a marketing manager identify target market opportunities? If you were a marketing manager for your cell phone company, what would you include in a positioning analysis for that company?
Question 12: How might a firm's resources limit its search for opportunities? Cite two specific examples for two specific resources.