MK201 quiz 2

Under Armour increasing its advertising spending and offering an ever-increasing range of styles and colors in its original apparel line is an example of ?

Market penetration

A strategy for company growth that involves increasing sales to current market segments without changing the product is known as ________. a. product development b. market penetration c. diversification d. market development e. market differentiation

b. market penetration

Which of the following statements is true in the context of the BCG growth-share matrix? a. Cash cows typically turn into stars. b. The income from one SBU cannot be used to support other business units. c. Stars often need heavy investment to finance their rapid growth in a market. d. The positions of SBUs in the growth-share matrix rarely change over time. e. Dogs promise to be large sources of cash.

c. Stars often need heavy investment to finance their rapid growth in a market.

The two dimensions the BCG approach uses to evaluate and manage SBUs are ________. a. market growth rate and market development b. market growth rate and market penetration c. market growth rate and relative market share d. relative market share and market penetration e. relative market share and product development

c. market growth rate and relative market shar

A ________ is purposeful, specifying what an organization wants to accomplish in the larger environment. a. marketing strategy b. strategic plan c. market portfolio d. mission statement e. marketing objective

d. mission statement

Within the BCG matrix, products with a small market share in an industry that has a low growth rate are called ...

dogs

In the BCG matrix, ________ refer to low-growth, high-share businesses or products. a. question marks b. dogs c. heroes d. stars e. cash cows

e. cash cows

A common practice among marketers is to identify and develop new markets for their existing products. This practice is called ________.

market development

low-share business units in high-growth markets.

question marks

Both market penetration strategies and market development strategies primarily involve ________.

A.) selling a company's current products

_______ refers to reducing the business portfolio by abandoning products that no longer fit the company's overall strategy

A.)Market segmentation

Bluebear is a shoe manufacturer based in the United States. Which of the following indicates that the company is filing a market development strategy?

BlueBear introduces at shoes and the Indian and Southeast Asian markets.

Greyzone, a company that creates customized furniture, is based in Terrania, but is looking to enter other countries as well. The company identifies the country of Nyevka as a good option, as the entry barriers to new companies are low. Which of the following would most indicate that Greyzone is following a diversification strategy?

C) Noting that Nyevka lacks well-established suppliers of office equipment, Greyzone begins to supply these products.

An SBU can be a company division or a product line within a division, but not a single product or brand.

False