Exam 2: Analyzing the Marketing Environment

Lava Scooters manufactures electric scooters targeted at young women.The company manufactures vehicles that have engine displacement ranging from 50 to 100 cubic centimetres.Of late, many customers have been preferring scooters that are more powerful.To satisfy such customers, the company introduces a powerful bike that has 200-cubic centimetres engine displacement.Lava Scooters is using a strategy.

The telecom sector in China has been growing at a fast pace in the last few years.Rex Telecom is the market leader in the Chinese telecom market.This firm can be called a:

Which of the following conclusions, if made by the external agency, will indicate the company's weakness?

Which car model is Hertz most likely to recommend to an environmentally conscious customer?

Targeting is the process of selecting a segment to pursue as a market.

Arthur wants to rent a car for a family of six people.Which model is Hertz most likely to recommend to him?

A company that runs chains of department stores and warehouse stores classifies its customers into various demographic groups for effective targeting.This process of dividing the market into distinct groups of customers is called:

Which of the following is true of the mission statement of a company?

McDonald's fast-food chain stresses the importance of having retail outlets in places that have heavy footfall.By doing this, restaurants are stressing the company's strategy.

Operational excellence is achieved by:

Apple Computers has created an image in the minds of consumers of a company that creates high-quality products.This image helps its customers identify Apple's products as more desirable than competing products.Which of the following terms refers to the process of creating a distinct and desirable understanding in the minds of consumers of what the product represents?

Alchemistro Inc.is a firm that manufactures chemical detergents and associated products.Instead of making a product that suits all, the company manufactures products that satisfy the needs of a particular market segment.Which of the following refers to this act of making a product that caters to the needs of a specific market segment?

Setting a company's goals and establishing the business portfolio is an example of planning.

What is market positioning?

A company attempts to increase its market share by engaging in aggressive promotional activities.The company increases its spending on advertising and sales promotions.Which of the following is the strategy that the company is using?

A manufacturing company decides to increase the number of retail outlets that the company has.This decision is part of the company's strategy.

Which of the following terms is used in the BCG product portfolio analysis to refer to a product that has high market share in a high-growth market?

Which of the following is considered a company's strength?

A group of dissimilar products that are manufactured by the same organization is known as a product line.