Marketing Final Exam

Occurs when sales of a new product cut into sales of

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Unformatted text preview: oduction of stomach acids while still marketing traditional antacids. Traditional antacids treat heartburn by neutralizing stomach acid. If sales of the new acid blockers reduce sales of the traditional antacids, then _____ has occurred. a. demarketing b. cannibalization c. undifferentiation d. repositioning e. perceptual confusion ANS: B Cannibalization occurs when sales of a new product cut into sales of a firm’s existing products. PTS: 1 REF: 134 Thinking KEY: CB&E Model Strategy OBJ: 08-7 TOP: AACSB Reflective MSC: BLOOMS Application 109. When Procter & Gamble (P&G) introduced Liquid Tide to a new segment, consumers in the traditional powdered detergent segment switched to the liquid product. Rather than real sales growth, P&G simply experienced the shifting of existing customers to a new product. This exemplifies a drawback of multisegment targeting strategy called: a. demarketing b. selective perception c. undifferentiation d. cannibalization e. market repositioning ANS: D Cannibalization occurs when sales of a new product cut into sales of a firm’s existing products. PTS: 1 Thinking REF: 134 OBJ: 08-7 TOP: AACSB Reflective KEY: CB&E Model Strategy MSC: BLOOMS Application 110. Clorox saw sales of its bleach products suffer when it introduced laundry detergents with bleach as an added ingredient. This is an example of: a. demarketing b. cannibalization c. undifferentiation d. repositioning e. perceptual confusion ANS: B Cannibalization occurs when sales of a new product cut into sales of a firm’s existing products. PTS: 1 REF: 134 Thinking KEY: CB&E Model Strategy OBJ: 08-7 TOP: AACSB Reflective MSC: BLOOMS Application 111. An individualized marketing method that utilizes customer information to build long-term, personalized, and profitable relationships with each customer is referred to as: a. 80/20 marketing b. interpersonal marketing c. zoned marketing d. one-to-one marketing e. individual marketing ANS: D This is the definition of one-to-one marketing. PTS: 1 REF: 134 Thinking KEY: CB&E Model Strategy OBJ: 08-8 TOP: AACSB Reflective MSC: BLOOMS Knowledge 112. Mirage Resorts in Las Vegas has a system that allows hotel clerks instantaneous access to a client’s gambling history to determine what sort of room or complimentary services will provide the guests with the highest level of service. The resort is practicing: a. firewall marketing b. one-to-one marketing c. an application of the 80/20 rule d. transactional marketing e. marketing through technology ANS: B One-to-one marketing is an individualized method of marketing to customers. PTS: 1 REF: 129 Thinking KEY: CB&E Model Strategy OBJ: 08-8 TOP: AACSB Reflective MSC: BLOOMS Application 113. Lands’ End offers customers the option of having jeans and other types of pants made to fit them according to their waist, hip, and leg length measurements. This is an example of: a. b. c. d. e. an application of the 80/20 rule firewall marketing one-to-one marketing transf...
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This document was uploaded on 09/29/2013.

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