Which of the following are ways to segment business markets? (Select all that apply)

a. By size of the business in dollars of revenue

b. By stage of the decision process

c. By industry

d. By benefits sought

e. By usage rate

The marketing activity of ________ involves creating a customer-focused value proposition so that the company's product/service and its image occupy a distinctive place in the minds of a target market.

a. Competitive strategy

b. Points-of-difference (PODs) strategy

c. Points-of-parity (POPs) strategy

d. Sales strategy

e. Branding strategyChanges in the macro environment are a primary basis for new market opportunities.

Which of the following is NOT a force in the macro environment?

a. Company competencies

b. Demographics

c. Psychographics

d. Competition

e. Weather and natural disasters

The goal of branding is: a. To save money over having to name each product individually.

b. To tell consumers what your product's compelling benefits are.

c. To charge higher prices for your company's products.

d. To set your product apart from its competitors.

e. To create as much of a monopoly for your products as possible.

The three main components of advertising are (Select three):

a. The management program

b. Public relations

c. Advertising design

d. Distribution networks

e. Media selection