21. _____ are small, convenient, open-air
retailing complexes laid out to evoke the small-town shopping districts of
previous generations.
A) Malls
B) Kiosks
C) Town centers
D) Lifestyle centers
E) Micro-malls

22. Which of the following is a component of a
market analysis?
A) market segmentation
B) objectives
C) conditions
D) price
E) all of the above

23. Darren is conducting a market analysis for
his business, and he has asked your advice on what he should be analyzing. Which of the following should he consider at
this step of marketing strategy development?
A) the company’s own ability to meet customer
needs
B) competitors’ capabilities and strategies
C) consumers’ needs
D) conditions in the market
E) all of the above

24. Jamie is developing a thorough understanding
of his company’s own capabilities, the capabilities of current and future
competitors, the consumption process of potential customers, and the economic,
physical, and technological environment in which these elements interact. Which step in the marketing strategy process
is Jamie performing?
A) setting objectives
B) segmenting the market
C) conducting a market analysis
D) assessing the outcomes
E) targeting the market

25. Which of the following aspects is evaluated
when determining a firm’s ability to meet customer needs?
A) financial condition
B) general managerial skills
C) production capabilities
D) technological sophistication
E) all of the above

26. Which of the following is NOT evaluated when
analyzing a company’s own ability to meet customer needs?
A) competitors
B) financial strengths
C) general managerial skills
D) production capabilities
E) reputation

27. As part of developing your company’s
marketing strategy, you are tasked with analyzing the new-product capabilities,
channel strength, advertising abilities, service capabilities, marketing
research abilities, and market and consumer knowledge. Which aspect of your company’s capabilities
are you assessing?
A) financial strength
B) marketing skills
C) general managerial skills
D) production capabilities
E) reputation

28. A portion of a larger market whose needs
differ somewhat from the larger market is referred to as a(n) _____.
A) market segment
B) niche
C) subgroup
D) ancillary market
E) secondary market

29. Smaller women like to purchase fashionable
clothes just as much as any women.
However, most clothes are not proportioned for their smaller size and do
not fit well. As a result, several
manufacturers offer “petite†sizes of clothing for this group of
consumers. Women who comprise this group
have needs that differ somewhat from the total market and represent a _____.
A) demographic segment
B) lifestyle segment
C) market potential
D) sub-market
E) market segment

30. Tracking consumers’ online activity and
delivering specific banner ads based on that activity is known as _____.
A) clickstream
B) blogging
C) spam
D) behavioral targeting
E) electronic targeting