Kraft foods created a magazine full of recipes and

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59. Kraft foods created a magazine full of recipes and coupons for customers as well as a web site with product and recipe information. The goal was to get current customers to purchase more of Kraft’s products. These activities are representative of a _____ strategy. a. diversification b. product development c. market development d. market penetration e. product penetration ANS: D Selling more of the same product to existing markets is market penetration. PTS: 1 REF: 22 OBJ: 02-6 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Strategy 60. _____ is a strategy that attempts to attract new customers to existing products. PTS: 1 REF: 22 OBJ: 02-6 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Strategy 61. In order to expand its sales into the U.S. market, BRL, an Australia-based winemaker, agreed to a mer- ger with a U.S.-based wine distribution company. According to Ansoff's Strategic Opportunity Matrix, BRL would be implementing a _____ strategy. PTS: 1 REF: 22 OBJ: 02-6 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Strategy 62. Yard Whimzees, a Statesboro, Georgia sign business, began by making wooden signs for residential use to announce births, anniversaries and such. They then turned to the business market making signs for businesses. Creating signs for a new market is an implementation of a _____ strategy.
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PTS: 1 REF: 22 OBJ: 02-6 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Strategy 63. Pajamagrams was only marketing pajamas to women. Now they offer pajamas for men and kids. This is an example of a _____ strategy. a. market development b. product development c. market penetration d. product penetration e. divestment ANS: A Market development finds new uses for a product to stimulate sales among new customers. PTS: 1 REF: 22 OBJ: 02-6 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Strategy
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  • Spring '10
  • Patterson
  • Marketing, AACSB Reflective Thinking

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