39. Pulling together a group of like minded consumers for their reaction to a proposed product change, would involve formation of:
A. A focus group.
B. A primary research effort.
C. A discrete research committee.
D. A proprietary data panel.
40. Finley Bedding Corp just merged with Simmons Mattress Company, an example of:
A. Market Development Strategy.
B. Backward Integration Strategy.
C. Conglomerate Diversification Strategy.
D. Horizontal Integration Strategy.
42. The NEWNESS factor regarding the use of product strategies can take on different meanings to different entities in the marketplace:
A. TRUE.
B. FALSE.
43. Services are highly perishable and cannot be inventoried for future use:
A. TRUE.
B. FALSE.
44. Water is water is water is water. We all know that water is a necessary element for life. When Dannon entered the water / beverage market they adopted which market strategy, with the understanding that water was a generalized need for consumers:
A. A CONCENTRATED strategy.
B. A DIFFERENTIATED strategy.
C. A HETROGENEOUS strategy.
D. An UNDIFFERENTIATED strategy.
45. The concept that the majority of profits realized by a company come from a minority of key customers has to do with:
A. The Manford Scale.
B. The Business to Retail Ratio.
C. The 80 / 20 Rule.
D. The 80 / 40 Ratio.
46. Consumers that buy consistently based on a specific brand have adopted product / service selection and purchasing linked to their ____________ set of brand experience.
A. INEPT.
B. INERT.
C. EVOKED.
D. DIRECT.
49. As part of the segmentation process for marketers, understanding the ability of consumers to purchase is actually a function of:
A. Buying power.
B. Desire.
C. Willingness.
D. Needs.
50. Phillips Electronics went through a period of engaging in conglomerate growth. Several years after it had purchased several companies in different industries, Phillips realized it had made a mistake, as revenues in the companies declined and decision making with regard to predicting industry conditions became a difficult task. Phillips decided to ____________________ as a means of regaining financial stability.
A. Return to its core competencies.
B. Acquire a more diversified portfolio.
C. Revert to technological determinism.
D. Rework their strategic vision.
