CH 17-18

Question 1

involves engaging directly with carefully
targeted individual consumers and customer communities to both
obtain an immediate response and build lasting customer
relationships.

Answer 1

Direct and digital marketing

Question 2

includes annoying and offending

customers.

Answer 2

• Irritation

Question 3

includes taking unfair advantage of

impulsive or less-sophisticated buyers.

Answer 3

Unfairness

Question 4

includes “heat merchants” who
design mailers and write copy designed to
mislead consumers.

Answer 4

Deception

Question 5

includes identity theft and financial

scams.

Answer 5

Fraud

Question 6

A company achieves the lowest production and
distribution costs and allows it to lower its
prices and gain market share.

Answer 6

Overall cost leadership strategy:

Question 7

A company concentrates on creating a highly
differentiated product line and marketing
program so it comes across as an industry
class leader.

Answer 7

Differentiation strategy:

Question 8

A company focuses its effort on serving few
market segments well rather than going after
the whole market.

Answer 8

Focus strategy: