Target marketing stands in contrast to marketing practice

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Reference no: EM132304667

1. List the descriptive names given to the three zones identified in General Electric's Strategic Business-Planning Grid.

a. Invest and grow (Zone 1), Harvest or divest (Zone 2), and (Zone 3) Maintain investment

b. Invest and grow (Zone 1), Maintain investment (Zone 2), and Harvest or divest (Zone 3)

c. Invest and stagnate (Zone 1), Maintain investment (Zone 2), and Harvest or divest (Zone 3)

d. Invest and grow (Zone 1), Maintain investment (Zone 2), and Grow or divest (Zone 3)

e. Grow investments (Zone 1), Maintain investment (Zone 2), and Harvest or divest (Zone 3)

2. Target marketing stands in contrast to this marketing practice.

a. Mass mailing

b. Massive marketing

c. Mass marketing

d. Bulk marketing

e. Detailed marketing

3. The two components of a brand equity audit are: Brand inventory, and Brand exploratory

a. true

b. false

4. The seven stages of Booz, Allen & Hamilton's New Product Process are: New product strategy development, Idea generation, Screening and evaluation, Business analysis, Development, Testing, and Commercialization.

a. true

b. false

5. Ries and Trout's Product Ladder focuses primarily on this particular step of target marketing: Product positioning

a. true

b. false

6. Identify the term which refers to the overall collection of brands held by an organization.

a. Stock portfolio

b. Brand list

c. Branding

d. Brand portfolio

e. Brand assortment

7. The four cells noted in Igor Ansoff's Product-Market Expansion Grid are: Market penetration, Market development, Product development, and _________________.

a. Diversity

b. Diversifiers

c. Divergence

d. Diversification

e. Different

8. Philip Kotler's Segment-by-Segment Invasion Plan specifically directs attention to the identification of these.

a. Past segment pursuits

b. Future segmented pursuits

c. Future segment pursuits

d. Future segment pursuing

e. Present segment pursuits

9. For products falling in Zone 2 of General Electric's Strategic Business-Planning Grid, marketers are advised to take this action.

a. Maintain investment

b. Harvest or divest

c. Invest and grow

d. Invest maintaining

10. The three components, expressed using branding terminology, which make up Lederer and Hill's Brand Portfolio Molecule are: Lead brand, Strategic brands, and Support brands

a. true

b. false

Reference no: EM132304667

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