Rather than assume that each client has the same needs, a travel agency that understands

marketing creates separate departments; one dedicated to retirees, another to the business

traveler, a third department concentrates on student travel and the fourth department focusing on

families. This is an example of a firm that has considered

A$)$ mass customization

B$)$ cost leadership

C$)$ positioning

D$)$ market segmentation

E$)$ value engineering

A brand's

is the set of benefits that it promises to deliver to consumers to satisfy

their needs.

A$)$ dominant effect

B$)$ fringe benefit

C$)$ perquisite

D$)$ value proposition

E$)$ dividend yield

PC manufacturer, Lenovo, focuses on low labour costs and mass distribution to ensure the

continuous availability of its products at reasonable prices. Lenovo most likely follows the

A$)$ customer$-$driving marketing concept

B$)$ marketing concept

C$)$ societal marketing concept

D$)$ production concept

E$)$ selling concept

Mountain Equipment Co$-$op $($MEC$)$ lives by a long$-$standing belief in being socially and

environmentally accountable. This most likely reflects the

A$)$ Societal Marketing Concept

B$)$ Selling Concept

C$)$ Marketing Concept

D$)$ Product Concept

E$)$ Production Concept

Which of the following is part of the microenvironment of a firm's marketing environment?

A$)$ the political state of the country in which the firm exists

B$)$ the cultural forces that exist in a society

C$)$ the suppliers who work with the company

D$)$ the technological resources available to the company

E$)$ the different demographic trends in the market

Susan Hart, the manager of a children's boutique, collects data from her monthly records of

sales, costs, and cash flow. In this case, Susan is making use of

databases.

A$)$ external

B$)$ secondary

C$)$ historical

D$)$ internal

E$)$ dialog