MKTG Mini Quiz 03

MKTG Mini Quiz 03 - All 3 The Boston Consulting Group matrix is a 2x2 matrix with on one axis and on the other axis This creates four positions

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All 3 The Boston Consulting Group matrix is a 2x2 matrix with ___________ on one axis and ___________ on the other axis. This creates four positions: cash cows, stars, problem children (or question marks) and dogs. e. market growth rate, relative market share A (n) ______________ targeting strategy focuses on one specific marketing segment with one marketing mix? b. Concentrated Which of the following was NOT one of the bases for market segmentation discussed in class? d. Statistics According to your instructor, which of the bases for segmentation is most frequently used by marketers? d. Demographic Marketers recognize that people living in one part of the country may have tastes that are different than people in other parts of the country. For example, when traveling in the southern United States, Iced tea is served with the sweetener already in it while in the Northern states, iced tea is served unsweetened. These differences are the reason that __________ segmentation can be useful for many products. e. Geographic. According to your instructor, why is it that many businesses may be unaware of how they are actually perceived in the market place. c. Because much of the information executives get is from people who are paid by the company. What is the difference between market potential and sales potential? e. Market potential is the upper limit of sales for the industry as a whole, sales potential is the upper limit of sales for your company. Roxanne has completed her positioning analysis and believes she understands why her adult milk beverage has been performing so badly. Her product was the first product to use aseptic packaging, which allows milk to be stored at room temperature for long periods of time. Introduced in 1999, the product was positioned as a survival food because everybody was worrying about Y2K problems at the turn of the century. Today people are more concerned about nutrition and her aseptic milk is very low in fat. To take advantage of this, she changes her advertising slogan from "It will keep you alive in the next century" to "A healthy beverage, ready and waiting". Roxanne is trying to? c. Reposition her product against itself Roxanne has developed a new adult milk beverage that is enhanced with vitamins. There has never been a product like this before and she is wondering how many cases she should manufacture in the first year of production. Roxanne is likely to use the ___ _________ method to forecast demand. b. Test market
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According to your instructor, what is a major disadvantage of the trend analysis method to forecasting? a. Relying on statistical analysis means you risk ignoring foreseeable environmental factors. Which of the following is NOT something you should consider when developing market segments? a. The number of people in a segment
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This note was uploaded on 09/20/2011 for the course MKTG 431 taught by Professor Brucerobertson during the Spring '07 term at S.F. State.

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MKTG Mini Quiz 03 - All 3 The Boston Consulting Group matrix is a 2x2 matrix with on one axis and on the other axis This creates four positions

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