591. A brand’s ________ is the way the brand is perceived by its target market on important attributes.
A. Marketing Strategy
B. Competitive Advantage
C. Differentiation Strategy
D. Positioning
E. None of the above is correct
592. Market segmentation is necessary because:
A. Consumers do not have homogenous preferences.
B. It allows analysis and measurement of results more effectively.
C. It facilitates the allocation of resources within the company.
D. a) and c)
E. All answers are correct
593. An organic take-away restaurant has identified three distinct groups that might be interested in its offer: vegetarians, health-conscious individuals, and people identified as trendsetters who try out new products in the market before others. These three groups are examples of ________.
A. Market segments
B. Market demand
C. Focus groups
D. Suppliers
E. Intermediaries
594. A ________ is the set of actual and potential buyers of a product or service.
A. Segment
B. Market
C. Subsidiary
D. Focus group
E. Consumer group
595. Target marketing is done :
A. When defining the brand’s positioning
B. Directly after the SWOT analysis
C. Before the defining the marketing objectives
D. Independently of any process
E. None of the above is correct
596. The fact that customers have to pay their hotel stay in advance before living the actual experience, is a typical example of a service marketing characteristics called :
A. Intangibility
B. Variability
C. Inseparability
D. Perishability
E. None of the above
597. Greg Williams now has the buying power to purchase the desktop computer that he has wanted for the last six months. Greg’s want now has become a(n) ________.
A. Need
B. Necessity
C. Desire
D. Concern
E. Demand
598. Why does McDonald’s Switzerland communicate the PRIME Burger’s with the add-on “by René Schudel”?
A. To promote the popularity of the Chef outside of television shows
B. Customers know and trust the name René Schudel of being good quality
C. Customers perceive René Schudel as a Swiss brand, which underlines McDonald’s local strategy
D. In order to diversify their business in TV shows where Rene Schudel appears
E. b) and c)
599. The Badrutt’s Palace Hotel in St. Moritz’s point of differentiation is the historical building, a landmark in St. Moritz. This is an example of which marketing mix tool used by Badrutt’s Palace to attract customers to the hotel?
A. Promotion
B. Price
C. Place
D. Product
E. None of the above, the building of a hotel is not part of the marketing mix.
600. Which of the following influences customer behavior in five-star hotels?
A. The client’s previous experiences
B. The client’s perception of luxury
C. The client’s stage in the buying process
D. All of the above
E. None of the above, customer behavior is only a response to marketing stimuli.