19) Marketers must see themselves as benefit providers. For example, when a shopper buys a new kettle (for boiling water), he/she expects it to heat up the water to at least 100 degrees Celsius and to enable the water to be poured safely. This is an example of what level in the consumer value hierarchy?

Select one:

a. Actual product

b. Augmented product

c. Core product

d. Real product

20) Marketing penetration is:

Select one:

a. a marketing strategy that explores new uses for an organisations products among customers in a new region

b. a marketing strategy that tries to increase the organisations market share among its known customers

c. a marketing strategy that tries to increase the size of the market by offering existing products to a variety of potential consumers

d. a marketing strategy that aims to introduce innovative products to main-stream customers

21) Marketing planning begins with the formulation of an offering to target customers needs or wants.

Select one:

a. comprehend

b. meet

c. better

d. exceed

22) Married and unmarried women may use the same perfume, and might respond in a similar way to promotional sales of this fragrance. Which of the following requirements of effective segmentation would probably rule out segmentation based on marital status in this case?

Select one:

a. substantial

b. differentiable

c. actionable

d. measurable

23) Segment marketing offers several benefits over mass marketing. Which of the following would not be among those benefits?

Select one:

a. the company may face fewer competitors as fewer competitors tend to focus on a niche companys chosen market segment.

b. the company can fine-tune its programs to meet the needs of carefully defined segments.

c. the company can market more efficiently and target its programs toward only those consumers that it can serve best.

d. the company can reduce costs because of the ability to sell to even individual customers.

24) Some marketers prefer more . methods for judging consumer opinions because consumer answers do not always match what they would say in a survey.

Select one:

a. quantitative

b. hidden

c. qualitative

d. psychographic