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B. the strategic marketing process.C. the situational marketing triad.D. the developmental market analysis.E. the market determinant method.173. A tool that helps a firm search for growth opportunities from among current and new markets as well as current and new products is referred to as __________. A. diversification analysisB. divestment analysisC. open road analysisD. matrix prospectingE. market prospecting174. Diversification analysis refers to A. a tool that helps a firm search for growth opportunities from among current and new markets as well as current and new products.B. a tool that helps identify the degree to which a firm or organization is in compliance with government regulations regarding the hiring of minorities.C. a formula used to award government contracts based upon a firm or organization complicity with federal hiring guidelines.D. a tool used to determine the appeal of each SBU or offering and then determine the amount of cash, if any, each should receive.E. a tool used to determine which products within a company's product line should be dropped to do a loss of market share in the industry.2-52
Chapter 02 - Developing Successful Marketing and Organizational Strategies175. Which of the following statements regarding diversification analysis is most accurate? A. Diversification analysis should only be used by companies that are well established; new companies that use this process run the risk of trying to do too much too soon.B. For any product there is both a current and a new product and for any product there is both a current market and a new market.C. Most companies will discover, through diversification analysis, that there is at least one product that is completely targeted to the wrong market.D. Diversification analysis is only effective for consumer products.E. Diversification analysis is used to forecast and calculate industry figures for potential new products.176. The marketing strategy to increase sales of current product in existing markets is referred to as A. market penetration.B. market development.C. market infiltration.D. market diversification.E. market capitalization.177. Market penetration refers to the strategy of A. increasing sales of current products in existing markets.B. selling existing products to new markets.C. selling new products to new markets.D. selling new products to existing markets.E. selling two competing brands but owning them both.178. The marketing strategy to sell existing products to new markets is referred to as __________. A. market penetrationB. market infiltrationC. market developmentD. market diversificationE. market capitalization2-53
Chapter 02 - Developing Successful Marketing and Organizational Strategies179. Market development refers to the strategy of A. increasing sales of current products in existing markets.