Marketing Management Q2

This is a research approach that immerses the researcher into the consumers' lives to better understand them.

This market follower copies the market leader but maintains differentiation in terms of packaging, advertising, pricing or location.

Which of the following is not a difference between a business market and a consumer market?

• Elastic Demand

• Reciprocity

• Derive Demand

• Leasing

Buying a total solution from a single seller is known as ?

Which of the following statements are FALSE with regards to the BCG Matrix?

• Question Marks have low market shares but are high in industry growth potential

• Dogs have low market shares and industry growth potential

• Cows have high market share in the industry and industry growth potential

• Stars have high market shares but are low in industry growth potential

The Ansoff Growth Matrix are composed of these strategies.

• Divestiture Strategies

• Intensive Strategies

• Integration Strategies

• Diversification Strategies

These are the usual shortcomings of a marketing plan.

• outdated data sources

• Lack of realism

• insufficient competitive analysis

• Short-run focus

These are the major planning activities in the corporate and divisional strategic planning.

• product strategy and value offerings

• resource assignments

• defining the mission and objectives

• establishing the SBU's

These are the characteristics of Big Data.

• Veracity

• Volume

• Velocity

• Valuable

These are the characteristics of an effective segmentation.

• Substantial

• Accessible

• Differentiable

• Measurable