The ideal goal for the marketer is to find a(n) ________ group of customers whose needs they can easily and profitably meet.

21. Potential strategic fit is a function of all of the following EXCEPT:
22. A form of comparative analysis where customers show their opinions of another firm’s
strengths vis-à-vis their competitors is a ______.
23. Brands and products have perceived strengths, and marketing departments need to consider
what they can do to assure that these will be sustainable _____.
24. A company tries to serve the segments whose needs match their _______, and in doing so
hope to make very happy and loyal customers who will be very profitable.
25. What are two perspectives a business can use in assessing each segment's attractiveness in
terms of its potential for targeting?
26. Operational excellence refers to companies that ________.
27. A firm’s positioning statement should address their target segment. Anything else they’ll say
in the positioning statement will have _______ meaning to customers who are not in that segment.
28. Jen is developing the positioning statement for a brand. In a meeting, the marketing team tells
Jen that she has succinctly and clearly expressed the competitive advantage of the new brand. The team
approves of the way Jen wants to express the brand’s competitive advantage, and tells her to continue
her work on fully developing the positioning statement. Which element of crafting the positioning
statement has Jen’s team just approved?
29. The positioning statement can serve as an internal memorandum keeping all managers
aligned as a basic guiding principle in all their collective decisions, so as to enhance the likelihood of
______ in the results of those decisions.
30. Target is most known for which of the following?
31. During the ____ phase of the purchase process, the potential customer identifies that
something is lacking.
32. What are a mix of beliefs and importance weights?
33. If a company wants a customer to have a higher motivation to learn more about their products,
they should do what?
34. During the purchase phase for a new car, Larry creates a _____ that includes Chrysler 300
and Toyota Avalon, but does not include Hyundai Azera.
35. Why is Chrysler’s Imported from Detroit trademarked?
36. A brand name whose image is waning is less of a liability in which approach?
37. One way marketers get customers to relate to brands is by creating a brand _______, such as
Apple’s classification as “exciting” or how Gillette is action oriented.
38. Scott, a young professional, buys a new BMW, even though a Ford would have cost him less.
Scott values the BMW brand. This is an example of _____.
39. Brand 123 has customers in many countries purchasing its bicycles, but its managers are
unsure if the brand is truly a “global brand.” What percent of a global brand’s revenue should come from
other countries?
40. Which is an example of co-branding?