1. In previous parts of the marketing planning process of this extra credit you established that the market’s behavior was heterogeneous, the company’s resources were moderate relative to its major competitors, and the competition was very high. Which of the following would be true with respect to the stage in the life cycle for its product lines?
A) Introduction
B) Growth
C) Maturity
D) Decline
2. In previous parts of the marketing planning process of this extra credit you established that the company’s relative market share was above one, making it the sector’s leader, that efficacy was the primary motivation (i.e. functional utility or need), and that the market was growing at over 15% (i.e. not saturated). Which general marketing strategy should be used?
a. Acquire customers through more effective positioning
b. Increase number of buyers by increasing their purchasing rate
c. Retain customers by increasing their satisfaction
d. Increase number of buyers by out competing competitors
3. In previous parts of the marketing planning process of this extra credit you established that with respect to customers’ stage in the hierarchy of decision making, the company’s greatest challenge was in the awareness, liking/interest stages. Which of the following communication objectives would be most appropriate? (check all that apply)
A) Close sales
B) Provide Information
C) Create Demand
D) Build Loyalty
4. In previous parts of the marketing planning process of this extra credit you established that with respect to customers’ stage in the hierarchy of decision making, the company’s greatest challenge was in the awareness, liking/interest stages. Which of the following would be one of the top three promotional mix elements that should be used? (check all that apply)
A) Sponsorship
B) Advertising
C) Personal Selling (to trade)
D) Sales Promotion
E) Publicity