Philip kotler segment-by-segment invasion plan

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Reference no: EM132304668

1. This variable constitutes the vertical axis in Philip Kotler's Segment-by-Segment Invasion Plan.

a. Product varieties

b. Customer groups

c. Product groups

d. Customer varieties

2. What variable is placed on the horizontal axis of General Electric's Strategic Business-Planning Grid?

a. Capital strength

b. Industry/market attractiveness

c. Industry/market strength

d. Business strength

e. Business attractiveness

3. The four names associated with the four cells identified in The Boston Consulting Group's Growth/Share Matrix are: Cash cows, Stars, Question marks, and Dogs

a. true

b. false

4. Brand extensions are always desirable.

a. true

b. false

5. The growth strategy in Ansoff's Product-Market Expansion Grid which focuses on current product and current markets is:

a. Market penetration

b. Market development

c. Product development

d. Diversification

6. The three dimensions incorporated into Ansoff's Expansion Cube are: Market need, Product technologies, and ________________.

a. Market geometry

b. Market geographic

c. Market geography

d. Marketing geography

e. Marketed geography

7. The main strength of General Electric's Strategic Business-Planning Grid, as identified in your text is: Axes customization

a. true

b. false

8. Once evaluations are made using Kevin Lane Keller's Brand Report Card, the results are displayed using this type of display tool.

a. Scatter plot

b. Stem and Leaf plot

c. Bar chart

d. Pie chart

e. Bubble chart

9. Resulting market-product combinations in the Market-Product Grid are classified into one of four descriptive categories which are: Large market, Medium market, Small market, and Nonexistent market

a. true

b. false

10. The three dimensions incorporated into Ansoff's Expansion Cube are: Market need, Product technologies, and Market geography.

a. true

b. false

Reference no: EM132304668

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