Using a targeting strategy a company develops one or

103) Using a ________ targeting strategy, a company develops one or more products for each of
several customer groups with different product needs.
A) fragmented
B) homogeneous
C) custom
D) differentiated
E) mass customization
104) When a firm offers one or more products to a single segment, it is using a ________
strategy.
107) Using ________, a company modifies a basic good or service to meet the needs of a
specific individual customer.
127) ________ means developing a marketing strategy aimed at influencing how a particular
market segment perceives a good or service in comparison to the competition.
136) The last step in developing a positioning strategy is to ________.
A) evaluate responses and modify as needed
B) identify segmentation variables
C) analyze the competitors' positions in the marketplace
D) describe a product with a competitive advantage
E) finalize the marketing mix
137) A company that tries to modify its brand image to keep up with changing times is using a
________ strategy.

138) A ________ is a distinct image that captures the character and benefits of a good or service.
Chapter 8 Innovation and New Product Development
5) A product has three distinct layers. The most basic level is the ________, which consists of all
the benefits the product will provide for consumers or business customers.
6) A product has three distinct layers. The second layer is the ________, which is the physical
good or delivered service.
A) actual product
B) augmented product
C) core product
D) innovation
E) brand
7) The ________ is the actual product plus supporting features, such as delivery, installation,
financing, and warranty.
15) Generally, consumer goods are either ________ or ________.