15. A differentiated targeting strategy can help a firm to obtain a bigger share of the overall market; this strategy
a. rarely works.
b. is likely more costly than an undifferentiated strategy.
c. is the cheapest option.
d. is ineffective without multiple brand names.
e. requires the use of advanced advertising techniques.
16. PepsiCo markets Pepsi, Mountain Dew, and Gatorade. PepsiCo uses its different brands to pursue a(n) ________ strategy.
a. micromarketing
b. benefit targeting
c. differentiated targeting
d. undifferentiated targeting
e. concentrated targeting
17. In the Circles for a Successful Value Proposition framework, the portion of the customer needs/wants circle that doesn't overlap with anything else represents
a. unmet customer needs/wants.
b. unknown customer needs/wants that the firm does not understand.
c. the firm's value proposition.
d. low-priority needs and wants that customers are willing to give up.
e. competitors' value propositions.
18. ________ is defining the firm's marketing mix variables so target customers have a clear, distinctive, desirable understanding of the firm's offerings relative to competitors' offerings.
a. Proportioning
b. Processing
c. Positioning
d. Prospecting
e. Perceptualizing