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When a company chooses to serve a single small market segment with a highly customized product or service, it is practicing:

ANiche Marketing

BMass Customization

CDifferentiated Marketing

DUndifferentiated Marketing

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Dividing a broad consumer market into distinct subsets of consumers who have common needs, characteristics, or behaviors is known as:

AMass Marketing

BTarget Marketing

CMarket Segmentation

DMarket Positioning

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Which environment includes micro-factors such as suppliers, marketing intermediaries, competitors, publics, and customers that directly affect a company’s ability to serve its targets?

ADemographic Environment

BMacroenvironment

CMicroenvironment

DEconomic Environment

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The systematic gathering, recording, and analyzing of qualitative and quantitative data about problems relating to the marketing of goods and services is known as:

AMarket Segmentation

BDatabase Marketing

CEnvironment Scanning

DMarketing Research

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In the Ansoff Corporate Growth Matrix, introducing existing products into new geographical or demographic markets is called:

ADiversification

BProduct Development

CMarket Development

DMarket Penetration

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In BCG Matrix analysis, products or SBU with a high market share in a slow-growth industry are classified as:

ACash Cows

BStars

CQuestion Marks

DDogs

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What is the term used to describe the set of controllable, tactical marketing tools—product, price, place, and promotion—that a firm blends to produce the desired response in the target market?

AMarketing Mix

BPromotional Mix

CStrategic Canvas

DValue Chain

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Which concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors?

ASelling Concept

BProduction Concept

CProduct Concept

DMarketing Concept

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What model describes how sales of a new product or technology spread through a market across different categories of adopters over time?

AAnsoff Matrix

BKano Model

CPLC Model

DDiffusion of Innovations Model

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Which metric calculates the total number of ad impressions delivered divided by the total number of ad clicks generated?

AConversion Rate

BClick-Through Rate (CTR)

CCost Per Click

DBounce Rate

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