Which marketing strategy focuses its efforts on a single product line and market segment?

1. (TCO 4) Three commonly used methods of evaluating marketing programs are marketing metrics, marketing dashboards and (Points : 5)
marginal analysis.
marketing audits.
marketing ROI.
marginal analysis.
marketing control boards.

2. (TCO 1) Ideally, in effective marketing planning, goals should be __________ in terms of what is to be accomplished and when. (Points : 5)
loose and vague
as general as possible
flexible or elastic
quantified and measurable
none of the above

3. (TCO 3) Which marketing strategy focuses its efforts on a single product line and market segment? (Points : 5)
full coverage
market specialization
product specialization
selective specialization
market-product concentration

4. (TCO 1) Based on relative competitive scope (broad target to narrow target) and source of competitive advantage (lower cost to differentiation), Porter’s four generic business strategies are differentiation, cost focus, differentiation focus, and (Points : 5)
exclusivity
electronic-focus.
quality focus.
cost leadership.
service leadership.

5. (TCO 2) Which of the following pieces of information is used in the implementation phase of the strategic marketing process? (Points : 5)
corporate return on investment
marketing research reports
revenues associated with each point of market share
trends in past and current revenues for industry and competitors in total and by segment
possible cannibalization effects on other products in the line

6. (TCO 6) Which of the following pieces of information is used in a SWOT analysis, the first step of the planning phase of the strategic marketing process? (Points : 5)
corporate return on investment
market share for the product
revenues associated with each point of market share
projection of future sales, expenses, and profits
possible cannibalization effects on other products in the line

7. (TCO 3) When developing the advertising program, which step helps advertisers with other choices in the process such as selecting media and evaluating a campaign? (Points : 5)
identify the target audience
specify the advertising objectives
design the advertising
pretest the advertising
schedule the advertising program