If a marketing manager observes that his or her market shows no natural segments and consumers seem to have roughly the same preferences, the marketing manager will most likely be faced with a ________ preferences pattern
A) homogeneous
B) heterogeneous
C) diffused
D) clustered
E) scattered
A
You might also like to view...
African Americans, Hispanic Americans, and Asian Americans are all examples of ________ segments
A) life cycle B) psychographic C) ethnic group D) social class E) geocoding
Which of the following is characteristic of B2C transactions as opposed to B2B transactions?
A) Sales cycles are shorter, usually under a month. B) Businesses sell to only a few large buyers. C) Customer orders tend to be much larger. D) There is a close buyer-seller relationship.
Which of the following is NOT an advisable guideline for organizations that want to develop an effective crisis communication plan?
a. Control the flow of information from the command center. b. Designate at least two official spokespersons. c. Post immediate communication and responses on the corporate website. d. Convey factual information regardless of how negative the news.
The primary role of a functional strategy is to
A. create compatible degrees of strategic intent among a company's different business functions. B. support and add power to the corporate-level strategy. C. specify how to build and strengthen the skills, expertise, and competencies needed to execute operating-level strategies successfully. D. unify the company's various operating-level strategies. E. determine how to support particular activities in ways that support the overall business strategy and competitive approach.