Question 242. Which of the following statements about customer equity is FALSE? A. Expected losses depend on customer equity.

242. Which of the following statements about customer equity is FALSE?

A. Expected losses depend on customer equity.

B. If the parts of a firm’s marketing program work well together, it should increase the firm’s customer equity.

C. Expected profits depend on customer equity.

D. Customer equity benefits customers but not the company.

E. None of these statements about customer equity is FALSE.

243. The text’s discussion of Ford’s marketing strategy highlights the fact that:

A. it’s not wise for managers to just define a business in terms of the products they currently produce or sell.

B. there is little alternative but to stick with the traditional promotion channels for a product.

C. most consumers see basic products–like cars–as close substitutes for each other.

D. once a firm establishes a position as the market leader, competitors are not likely to be a big problem.

244. The text’s discussion of Ford’s marketing strategy highlights the fact that:

A. creative strategy planning is needed for survival.

B. there is little alternative but to stick with the traditional promotion channels for a product.

C. most consumers want only established products.

D. once a firm reaches a position as the market leader, competitors are not likely to be a big problem.

245. It’s best to think of “breakthrough opportunities” as opportunities which:

A. appeal to the mass market.

B. will quickly create a whole new industry of firms competing with similar marketing mixes.

C. help innovators develop hard-to-copy marketing mixes.

D. increase sales.

E. All of these apply to breakthrough opportunities.

246. help(s) innovators develop hard-to-copy marketing strategies that will be very profitable for a long

time.

A. Opportunity segments

B. Competitive decisions

C. Breakthrough opportunities

D. Competitive marketing

E. Operational decisions

247. Which of the following best illustrates a “breakthrough opportunity?”

A A recording company’s new CD gets unexpected national publicity on MTV and almost every teenager

. wants a copy for Christmas.

B. A drug company develops a patented pill that people can take once a year and safely avoid catching a cold.

C. A bank puts its credit card machines in convenient drive-up locations–so they will be more convenient

for customers.

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