E1-4.04 Employ product-mix strategies to meet customer expectations
56.Sandy opened a small business that carries a very wide variety of products of varying qualities at
many different prices. Sandy is losing customers who are disappointed with the selection, quality,
and quantity of items. What is lacking in Sandy's product mix?
A. Consistency
C. Depth
B. Breadth
D. Width
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57. Which of the following is an example of a company's using brand extension:
A. Coca-Cola adding Caffeine-Free Diet Coke
B. Winn-Dixie installing an ATM machine in its stores
C. Tyson packaging smaller portions of chicken for the elderly
D. Kroger adding Blue Bell ice cream to its frozen foods section
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58. Which of the following factors helps a business to determine its product mix:
A. Merchandise breadth and depth
C. Staple goods and regular goods
B. Size and target market
D. Seasonal goods and convenience
goods
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59. To appeal to a target market with slightly different needs, a business decides to add a group of
related items to its product mix. This is called a
A. service expansion.
C. line extension.
B. product replacement.
D. product enhancement.
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60. The product mix that a business decides to offer customers helps to project the business's
A. display themes.
C. service style.
B. sales goals.
D. unique image.
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61. One way for a business to expand its product mix is by
A. monitoring its products' life cycles.
C. increasing sales quotas.
B. acquiring another company.
D. analyzing product width decisions.
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62. When a business expands its product mix, its goal is to appeal to
A. fewer market segments with fewer product options.
B. more market segments with a wider variety of options.
C. existing market segments using more promotion.
D. select market segments using less promotion.
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63. Due to lackluster sales, the Elba Corporation has decided to eliminate several of its product lines.
Elba's executives hope that by focusing on fewer product lines, they will see more profit. The Elba
Corporation is planning to adjust the _________ of its product mix.
A. depth
C. width
B. length
D. height
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64. When considering the services to offer customers, a business should determine if a specific service
would
A. enhance customer-satisfaction levels.
C. offend the business's existing
competitors.
B. increase the amount of customer returns.
D. stabilize variable interest rates.