Quiz 2 - *Question 1 Scenario 6.2 Use the following to...

Info icon This preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
**Question 1 Scenario 6.2 Use the following to answer the questions. GE Transportation produces locomotive engines for sale in countries around the world. After looking at the total market for locomotive engines, the company found that different rail lines wanted engines. Major rail lines in the U.S. and South America wanted engines to haul heavy freight. Rail lines in Sweden and Germany were interested in a cleaner, greener locomotive engine. Rail lines operated by several Eastern European countries wanted locomotive engines for running short distances between cities in their own country. GE Transportation is currently manufacturing its GE 4400 for heavy freight, its Hybrid Eco-Engine, and its Dash 9, suited for shortline transport. Refer to Scenario 6.2. If a GE Transportation researcher analyzes monthly sales data for a four- year time frame, looking for periodic fluctuations, the researcher is doing a ____ analysis. Correct Answer: cycle ** Question 2 A business advantage of the concentrated targeting strategy for any company is that it Correct Answer: allows a firm to develop a special marketing mix for a single market segment. ** Question 3 Scenario 6.2 Use the following to answer the questions. GE Transportation produces locomotive engines for sale in countries around the world. After looking at the total market for locomotive engines, the company found that different rail lines wanted engines. Major rail lines in the U.S. and South America wanted engines to haul heavy freight. Rail lines in Sweden and Germany were interested in a cleaner, greener locomotive engine. Rail lines operated by several Eastern European countries wanted locomotive engines for running short distances between cities in their own country. GE Transportation is currently manufacturing its GE 4400 for heavy freight, its Hybrid Eco-Engine, and its Dash 9, suited for shortline transport. Refer to Scenario 6.2. What segmentation variable is GE Transportation using to select a target market? Correct Answer: Benefit expectations ** Question 4 When markets are comprised of people with differing product needs, the marketing manager should use a(n) ____ strategy. Correct Answer: concentrated or differentiated targeting ** Question 5 The forecasting techniques that assume past sales patterns will continue into the future are all variations of Correct Answer: time series analysis. ** Question 6
Image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
When selecting specific target markets, a firm should Correct Answer: choose the segments most in line with the firm's objectives and long-term growth. ** Question 7 Positioning a product to avoid competition may be best when the Correct Answer: product's performance characteristics are not significantly different from those of competing brands. ** Question 8 If Jaguar focused all its marketing efforts for the new Jaguar XKR on professionals earning more than $250,000, it would be using a(n) ____ strategy.
Image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern