"Corporate pilot fish" are former employees who start a new business based primarily on contacts and contracts with their old company. A corporate pilot fish would probably pursue a(n) ________ targeting strategy.
A. benefit-based
B. micromarketing
C. undifferentiated
D. macromarketing
E. differentiated
Answer: B
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Cathy's Clothes is a small yet successful retail chain that sells women's clothing and accessories with a focus on buyers who have relatively modest means
For this specific purpose, the firm has rolled out several marketing initiatives aimed at women of a specific demographic. This is an example of ________. A) ambush marketing B) social marketing C) societal marketing D) target marketing E) cause marketing
Waddock and Bodwell developed the Total Responsibility Management concept based on Deming’s TQM. Which of the following is not one of the elements?
a. Inspiration process b. Integration process c. Involvement process d. Innovation and improvement process
Hugh Willmott (2002) applied two concepts from George Orwell’s 1984 to highlight the dark side of organizational culture: one is ‘Newspeak’, and the other is _________ which refers to the capacity to hold mutually contradictory views at the same time.
a. Big brother b. Oceania c. Doublethink d. Corporate culture
The key to marketing analysis is
a. secondary data. b. psychographic information. c. marketing research. d. marketing response data.