1. When a company enters a new product category for which its current brand names are not appropriate, it will likely follow which of the following brand strategies ?
a) Product extension
b) Line extension
c) Market targeting
d) Market positioning
e) None of the above
2. In terms of special product life cycles, a _______ is a basic and distinctive mode of expressoin
a) Genre
b) Style
c) Fashion
d) Fad
e) None of the above
3. _______ consists of dividing a market into distinct groups of buyers on the basis of needs, characteristics, or behaviour who might require separate products or marketing mixes.
a) Product differentiation
b) Market segmentation
c) Market targeting
d) Market positioning
e) None of the above
4. ________ is the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter.
a) Mass Marketing
b) Market Segmentation
c) Market Targeting
d) Market Positioning
e) None of the Above
5. _________ factors are the most popular bases for segmenting customer groups.
a) Geographic
b) Demographic
c) Psychographic
d) Behavioral
e) None of the Above
6. When an international seller sells a plant, equipment, or technology to another country and agrees to take payment in the resulting products, it is called
a) B artier
b) Buy – back
c) Counter purchase
d) Like-value exchange
e) None of these
7. The stage in the product life cycle that focuses on expanding market and creating product awareness and trial is the :
a) Decline stage
b) Introducing stage
c) Growth stage
d) Maturity stage
e) None of these
8. A ______ is a promotion strategy that calls for using the sales force and trade promotion to move the product through channels.
a) Push strategy
b) Pull strategy
c) Blocking strategy
d) Integrated strategy
e) None of the above
9. A(n) _________ is a retail store that carries a narrow product line with a deep assortment within that line.
a) Shopping goods store
b) Convenience store
c) Specialty store
d) Department store
e) None of these
10. The term “Globalization” means _____
a) Opening the economy for world trade
b) Closing the economy
c) Both a and b
d) Neither a and b
e) None of these
