KIIT University 2008 M.B.A Marketing Management keting - Question Paper

e. full market coverage

46. All of the subsequent are benefits of subsequent the ________ approach to target market selection: a strong knowledge of the segment’s needs, a strong market presence, operating economies through specializing in production, distribution, and promotion.
a. single-segment concentration
b. selective specialization
c. product specialization
d. market specialization
e. full market coverage

47. When a symphony orchestra targets people who have broad cultural interests, rather than only those who regularly attend concerts, the orchestra is targeting ________.
a. market mavens
b. strategic segments
c. supersegments
d. occasion segments
e. psychodemographic segments

48. Which of the subsequent best represents the chief advantage of pursuing a selective specialization multisegment strategy?
a. It makes the company almost bulletproof to competitors’ actions.
b. It diversifies the firm’s risk.
c. It creates synergy ranging from markets.
d. It is a low-cost strategy.
e. It treats all buyers the identical and, therefore, lowers promotion costs.

49. The chief disadvantage to a firm that decides to follow a product specialization strategy in selecting target markets is that ________.
a. no synergy exists
b. logistics can become a nightmare
c. the product may be supplanted by an entirely new technology
d. competitors can easily copy any new product introductions
e. e-commerce becomes difficult for the company

50. With ________ as a target market strategy, the firm concentrates on serving many needs of a particular customer group.
a. single-segment concentration
b. selective specialization
c. product specialization
d. market specialization
e. full market coverage

51. In ________ marketing, the firm operates in several market segments and designs various products for every segment.
a. segmented
b. undifferentiated
c. differentiated
d. geodemographic
e. niche
Answer: c Page: 229 Difficulty: Easy

52. Johnson & Johnson broadened its target market for its baby shampoo to include adults through ________.
a. countersegmentation
b. metamarketing
c. undifferentiated marketing
d. product specialization
e. single-segment concentration

53. ________ is the strategic coordination of economic, psychological, political, and public relations skills, to gain the cooperation of a number of parties in order to enter or operate in a provided market.
a. Metamarketing
b. Macromarketing
c. Micromarketing

Earning:   Approval pending.