1- Fashion marketers evaluate potential target segments based on a number of criteria, including substantiality, accessibility, serviceability,…

1- Fashion marketers evaluate potential target segments based on a number of criteria, including substantiality, accessibility, serviceability, and:

a. Marketability

b.Measurability

c. Investability

d.Specificity

2-A concentrated targeting strategy is also referred to as:

a.Niche marketing

b.Customized marketing

c.Non-specific marketing

d.Narrow marketing

3- In classifying consumer goods, a customer visiting Web sites and stores for a new coat would be seeking:

a.Unsought goods

b.Convenience merchandise

c.Specialty items

d.Shopping goods

4- Replacement windshield wiper blades purchased for an automobile during a storm would be classified as:

a.Specialty items

b.Convenience goods

c.Shopping goods

d.Unsought goods

5- Nondurable goods include all of the following except:

a.Batteries

b.A refrigerator

c.An everyday T-shirt

d.Food

6- Fashion products fall into the three categories of fads, trends, and:

a.Breakthroughs

b.Luxury goods

c.Classics

d.Innovations

7- A discontinuous innovation is a type of new product that:

a.Changes the way we live

b.Never gets off the drawing board

c.Improves on an old product

d.Goes out of fashion quickly

8- When a cereal company introduces a stylish new granola, placing it at eye level on grocery shelves and pricing it higher than the competition, the company is practicing:

a.Skimming pricing

b.Psychological pricing

c.Target market pricing

d.Product line pricing

9- The first step in the product adoption process is:

a. Interest

b.Evaluation

c.Trial

d.Awareness

10- Mass marketing‖ is another term for the targeting strategy of:

a.Concentrated marketing

b.Undifferentiated marketing

c.Differentiated marketing

d.Customized marketing