The best relationship management strategy with barnacles would be to make continuous investment to nurture and grow them. *

1 point

True

False

People within the same demographic group also share psychographic characteristics. *

1 point

True

False

By harvesting its SBU, a company would most likely be investing more in the business unit to build its share. *

1 point

True

False

Unlike mass production, which eliminates the need for human interaction, one-to-one marketing has made relationships with customers more important than ever. *

2 points

True

False

A women's apparel manufacturer in California recently acquired a Houston-based company that manufactures office furniture. This is an example of diversification. *

3 points

True

False

A short definition of marketing is "meeting needs profitably". *

1 point

True

False

Your company wants to move away from mass marketing and engage in customer-driven marketing. The four steps to take, in order, are market segmentation, marketing positioning, differentiation, and targeting. *

1 point

True

False

Cash cow SBUs produce a lot of cash that the company may use to support other SBUs that need investment. *

1 point

True

False

When Ford offers a car with the same features as a comparable Toyota or Honda at a comparable price and provides a longer warranty, it is following a more-for-less strategy. *

3 points

True

False

The selling concept calls for aggressive selling and focuses on generating transactions to obtain profitable sales. *

1 point

True

False

To identify smaller, better defined target groups, marketers often use multiple segmentation bases. *

1 point

True

False

LaGrange Florist segments markets into groups of nonusers, ex-users, potential users, first-time users, and regular users of its flowers and services. This firm uses usage rate as the segmentation approach. *

3 points

True

False

The 4As take the buyer's view of the market. *

1 point

True

False

If the products performance falls short to customers' expectations, the customer will be dissatisfied. *

1 point

True

False

Same for less value proposition can be very powerful because every customer likes a good deal. *

1 point

True

False

The key businesses of Kimberley and Price consist of a division that produces and sells breakfast cereals and another that manufactures gardening tools. Each of these businesses is called a question mark. *

3 points

True

False

Benefit segmentation requires finding the major advantages or features people look for in the product. *

1 point

True

False

During portfolio analysis, a company formulates a short-term marketing plan after identifying the key businesses that make up the company. *

1 point

True

False

Customer-perceived value is defined as customers evaluation of the differences between all the benefits and all the costs of a marketing offer relative to those of competing offers. *

1 point

True

False

Donation is the act of obtaining a desired object from someone by offering something in return. *

1 point

True

False

The marketing concept takes an inside-out view that focuses on existing products and heavy selling. This concept aims to sell what the company makes rather than making what the customer wants. *

1 point

True

False

The meaning of value is perceived identically by all consumers. *

1 point

True

False

Undifferentiated marketing ignores market segment differences and go after the whole market with different offers. *

1 point

True

False

According to the Boston Consulting Group approach, market growth rate provides a measure of market attractiveness. *

1 point

True

False

When an organization identifies and develops new markets for its current products and services, it is engaged in market development. *

1 point

True

False