After identifying various market segments that her company could pursue, Lisa evaluated each segment’s attractiveness based on size, income, and accessibility. Lisa was involved in:
A.
target marketing.
B.
situation analysis.
C.
diversification.
D.
positioning.
E.
market penetration estimation.
42.
LeBron James, Alex Rodriguez, and other athletes are paid huge sums of money by companies for celebrity endorsements. If, endorsements by these athletes create a clear understanding among consumers of the companies’ products, they can help with the firm’s ________________ strategy.
A.
product excellence
B.
targeting
C.
positioning
D.
segmentation
E.
customer excellence
43.
______ involves the process of defining the marketing mix variables so that target customers have a clear, distinctive understanding of what a product does or represents in comparison with competing products.
A.
Targeting
B.
Market segmentation
C.
A sustainable competitive advantage
D.
Positioning
E.
A customer excellence strategy
44.
Imagine that you are in a gourmet food store choosing your favorite “comfort” food instead of being in a classroom taking this test. Notice the packaging, colors, labels, even the fonts used on labels. All of these efforts are part of the marketer’s:
A.
value-based promotions.
B.
market segmentation.
C.
positioning strategy.
D.
customer excellence strategy.
E.
target market.
45.
When positioning products relative to competitors’ offerings, firms typically are most successful when they focus on opportunities:
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