1) The chief disadvantage to a firm that decides to follow a product specialization strategy in selecting target markets is ________.
A. the product may be supplanted by an entirely new technology
B. competitors can easily copy any new product introductions
C. no synergy exists
D. e-commerce becomes difficult for the company
E. logistics can become a nightmare
2) Marketing communications can contribute to brand equity by establishing the brand in memory and to________ (in)a brand image.
A. communicate
B. craft
C. create interest
D. create demand
3) "Power prices" use price as a key strategic tool. These "power prices" have discovered the highly ________ effect of price on the bottom line.
A. leveraged
B. soothing
C. dramatic
D. abrasive
E. direct
4) Some intermediaries use the following: strategic planning, advanced information systems, sophisticated marketing tools, measure performance on a return-on-investment basis, segment their markets, improve their target marketing and positioning, and ________.
A. aggressively pursue take over strategies
B. aggressively pursue market expansion and diversification strategies
C. contend with dwindling customer bases
D. aggressively "squeeze" manufacturer margins
E. dominant the manufacturers they do business with
5) Major retailer types include the following EXCEPT ________.
A. catalog showroom
B. superstore
C. specialty store
D. discount store
E. the Internet