1) Which of the following is most closelyassociated with a proactive marketing orientation?
A. It involves delivering superior value.
B. It is about understanding and meeting customers’ expressedneeds.
C. It represents the “make and sell” philosophy.
D. The marketer focuses on the customers’ latent or hiddenneeds.
2) Marketing __________ is the art and science of choosing targetmarkets and getting, keeping, and growing customers throughcreating, delivering, and communicating superior customervalue.
A. internally
B. management
C. segmentation
D. integration
3) Business buyers ______________.
A. are geographically as diverse as consumers
B. tend to be geographically concentrated with over half of them inseven states
C. are largely concentrated in the southwestern United States
D. use geographical dispersion to keep shipping costs low
4) Toyota, the maker of the Scion brand, is using what kind ofbrand strategy with Scion products?
A. Separate family names
B. Blanket family names
C. Individual names
D. Corporate names
5) BMW, the maker of the Mini Cooper brand, is using what kind ofbrand strategy with its Mini products?
A. Individual names
B. Blanket family names
C. Separate family names
D. Corporate names
6) Brands can play a number of specific roles within a company’sbrand portfolio. For example, a __________ is positioned withrespect to competitors’ brands so that more important andprofitable brands retain their desired positioning.
A. cash cow
B. low-end, entry level brand
C. high-end, prestige brand
D. flanker
7) When Apple introduced its popular iPod Nano model, it droppedits Mini iPod at the same time. The Mini was, at the time, the mostpopular MP3 player in the marketplace. This is an example of__________.
A. brand extension
B. preemptive cannibalization
C. a brand shake-out
D. product maturity
8) A ___________ is when a parent brand is used on a new producttargeting a new market segment within a category currently servedby the parent.
A. joint-venture co-brand
B. same company co-brand
C. category extension
D. line extension
9) ___________ are formal statements of expected productperformance by the manufacturer.
A. Open pricing statements
B. Promotional statements
C. Warranties
D. General guarantees
10) Mazda’s Miata convertible originally drew the most interestfrom women between the ages of 35 and 55. In order to interest morepotential customers in the roadster, Mazda beefed up the model withheavier shocks and a faster engine, and then emphasized performancein its advertising. This is an example of creating a new product by____________.
A. repositioning
B. the development of a new product line
C. market diversification strategy
D. product development strategy
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