Marketing Final Exam

Of being the biggest source of industrial air

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Unformatted text preview: b. c. d. e. repositioning reintermediation demarketing reengineering ANS: B This is the definition of repositioning. PTS: 1 REF: 137 Thinking KEY: CB&E Model Strategy OBJ: 08-9 TOP: AACSB Reflective MSC: BLOOMS Knowledge 134. The Southern Company is the largest provider of utilities in the southeastern United States. It has also been accused of being the biggest source of industrial air pollution in the area. Southern is trying to change consumers’ perceptions of the company by sponsoring a series of television programs on how to preserve our environment. The Southern Company is hoping the programming will lead to: a. repositioning b. reengineering c. demarketing d. undifferentiated targeting e. one-to-one marketing ANS: A Repositioning means changing the customers’ perception of a brand in relation to competing brands. PTS: 1 REF: 137 Thinking KEY: CB&E Model Strategy OBJ: 08-9 TOP: AACSB Reflective MSC: BLOOMS Application 135. H&R Block launched a $100 million marketing campaign to parlay the company’s intimate knowledge of 20 million customers’ finances into other services like mortgages and investment advice. Block has great brand recognition, but consumers only care about it four months out of the year. H&R Block is attempting to _____ itself to make people think of it as a company offering services year-round. a. reposition b. reengineer c. demarket d. undifferentiate e. niche ANS: A Repositioning means changing the customers’ perceptions of a brand in relation to competing brands. PTS: 1 REF: 137 Thinking KEY: CB&E Model Strategy OBJ: 08-9 TOP: AACSB Reflective MSC: BLOOMS Application 136. To be successful, most businesses focus on customer service. However, the cable industry has a history of poor customer service. Cable companies are facing competition for television customers who once had no choice but cable if they wanted to see more than local programs. In the face of this competition from direct broadcast satellites, cable companies are trying to use a _____ strategy to show that they have become customer oriented. a. segmentation b. product differentiation c. targeting d. repositioning e. demarketing ANS: D Repositioning is changing consumers’ perception of a brand in relation to its competitors. PTS: 1 REF: 137 Thinking KEY: CB&E Model Strategy OBJ: 08-9 TOP: AACSB Reflective MSC: BLOOMS Application Turkey Hunting Equipment Around the beginning of fall each year, about 2.7 million turkey hunters all over the United States start looking at catalogs for the perfect item to guarantee that this year they will kill a wild turkey, the most elusive game bird in North America. The devoted turkey stalker can stock up on everything from camouflaged turkey hunting socks, turkey license plate holders, vests with huge pockets for toting dead birds, and hunting videos to turkey decoys, turkey earrings, and turkey callers. Neil Cost is considered the best manufacturer of turkey callers in the world. It is his only...
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