101. Market penetration means trying

101. Market penetration means trying to increase sales of a firm’s present products in its present markets– probably through a more aggressive marketing mix. True False

102. A firm which tries to increase sales by selling new products in new markets is pursuing “market development” opportunities. True False

103. A “market development” opportunity would involve a firm offering new or improved products to its present markets. True False

104. When a firm tries to increase sales by offering new or improved products to its present markets, this is called “product development.” True False

105. Nike moved beyond shoes and sportswear to offer its athletic target market a running watch, digital audio player, and even a portable heart-rate monitor. This is an example of a market development strategy. True False

106. The ArrowPoint Company has just modified and enlarged its product line to meet the changing needs of its current customers. This is an example of “market development.” True False

107. When Cadillac added a new sport utility vehicle called Escalade to the “luxury-oriented” selection at its existing dealers, it was seeking “market development” opportunities. True False

108. If Burger King added tacos to the “burger-oriented” menu in its existing restaurants, it would be seeking “market development” opportunities. True False

109. Marketing opportunities that involve moving into totally different lines of business are “diversification” opportunities. True False

110. Of the four types of opportunities firms can pursue, diversification is the easiest to evaluate and involves the least risk. True False

111. The least risky–but most challenging–marketing opportunities are diversification opportunities. True False

112. Often, attractive opportunities are fairly close to markets the firm already knows. True False

113. When it comes to choosing among different types of opportunities, most firms tend to be production- oriented and usually think first of diversification. True False

114. If customers in other countries are interested in the products a firm offers, or could offer, serving them may improve economies of scale. True False

115. Unfavorable trends in the domestic marketing environment may make the international marketing environment very attractive. True False

116. International opportunities should be considered in the strategy planning process, but they don’t always survive as the most attractive ones that are turned into strategies. True False

117. Marketing managers almost always find that opportunities in international markets are less profitable than

in domestic markets. True False

118. When a firm’s domestic market is prosperous, marketing managers are less likely to pursue opportunities in international markets. True False

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