611. Identify the correct sentence:
A. Differentiation ideally goes beyond the tangible features of an offer and touches the customer on an emotional level.
B. Differentiation is based on customers’ unique resources and capabilities.
C. Differentiation activities are always small details which are not necessarily known by the customers.
D. A competitive advantage implies that a whole system of marketing activities is offered.
E. All successful brands manage to change the customer’s beliefs and attitude.
F. a) and e)

612. Dividing a potential market into groups based on their motivation, attitudes, frequency or relationship with a brand is called:
A. Behavioral segmentation
B. Psychographic segmentation
C. Geographic segmentation
D. Demographic segmentation
E. Technological segmentation
F. None of the above is correct

613. One of the macro-environmental forces that impacts a 4* Golf Hotel in Crans Montana Resort in particular is the following:
A. The increasing energy costs
B. The increasing number of consumers looking for a work-life balance
C. The decreasing number of people per household
D. Consumers’ mental health is more and more influenced by weather conditions
E. The fast technological development
F. The unemployment rate in Switzerland

614. If Nestlé decided to start selling “smoothies” (a thick beverage of fruit pureed in a blender with some combination of milk or yogurt, juice, and ice), an acquisition of an existing smoothie brand would be advantageous because
A. It’s fast entry mode to get into this new business
B. It’s less costly than developing a new business from scratch
C. The brand is already known to customers
D. The necessary know-how of producing smoothies is very basic
E. Customers will be able to buy the products faster
F. a) and c)

615. Families are an interesting potential market for Burger King because
A. They usually have double income and therefore high purchasing power
B. Children love going to restaurants with children menus
C. Children have a potential long lasting customer lifetime value
D. Families usually bring their friends as well
E. Burger King offers special kids amenities
F. All of the above

616. Which of the following examples represent a micro-environmental force that will influence the activity of a five-star hotel in Verbier?
A. The snow conditions seem to be extremely favorable this winter.
B. The newly opened W Hotel Verbier with its international brand awareness.
C. New solutions that have been developed in the area of mobile applications which allow to book hotel rooms combined with ski passes for a lower price.
D. The recently voted Swiss regulation that limits the number of secondary residences, even in mountain villages.
E. The company that manages Verbier ski lifts decided to increase its prices for the next season.
F. All of the above

617. What is/are Starbucks main risk(s) to go into the coffee capsule market?
A. Strong existing competition like Nespresso with a loyal customer base
B. Difficulty to increase brand awareness in this market as it is new for Starbucks
C. The cannibalization of the existing business
D. People prefer to drink mixed flavor coffee drinks which will not be possible to offer through the capsule
E. a) and c)
F. All of the above

618. The internet offers marketers a fast, versatile and inexpensive
A. Communication medium
B. Cost of production
C. Cost of construction
D. All of the above

619. Which is the task of salesman?
A. Develop product and market knowledge
B. Sales Pitch
C. Prospect for potential clients
D. All of the above

620. The ________ includes the immediate actors involved in producing, distributing, and promoting the offering. The main actors are the company, suppliers, distributors, dealers, and the target customers.
A. operations environment
B. management environment
C. strategic environment
D. task environment