Every six months or so, some manufacturer introduces a new shape or colour for the boxes that…

Every six months or so, some manufacturer introduces a new shape or colour for the boxes that house the hardware to run PCs. These manufacturers ignore the fact most of their customers don’t care about how the packaging looks. These bright colours and odd shapes have failed because the market segment to which they are targeted is B2B, which is mainly concerned with ?

A) reliability

B) profitability

C) identifiability and measurability

D) substantiality

Gibson Guitar Corporation briefly cut prices on many of its guitars to compete with Japanese rivals Yamaha and Ibanez; however, they found instead that they sold more guitars when they charged more. This is an example of the importance of which of the following?

A) understanding the relationship with the target market

B) understanding geographic location of a target market

C) understanding the age-range of a target market

Compass is the name of a United Kingdom-based catering company that has developed a marketing plan designed to make it the largest caterer in China within the next two decades. This is best described as Compass’s ______________ statement.

A) positioning

B) vision

C) branding

D) mission