Chapter 22 Pulling It All Together: The Strategic Marketing Process

81. Matsura Industries distributes candy and coffee through
its vending machines in Tokyo.
The addition of sandwich vending machines to the same market is an example of a
__________ strategy.
a) market penetration
b) market development
c) product development
d) diversification
e) divestment

82. Transportation Safety Technologies, Inc. originally
produced and sold safety devices to make the trucking industry safer especially
on long hauls across North America. It soon
realized that transporting goods across U.S. borders by truck was expensive
and time-consuming for the truckers. Dozens of government agency approvals and
costly downtime hamper the process. Transportation Safety Technologies, Inc.,
then began providing its trucking companies with International Trade Data
Systems (ITDS). This new type of system stores information about each shipment
in a centralized database, which can be accessed at border checkpoints and
eliminate the need for costly manual inspections. This is an example of the
implementation of a __________ strategy.
a) market penetration
b) market development
c) divestment
d) diversification
e) product development

83. Which of the following actions best illustrates a
product development strategy for McDonald’s?
a) Opening the first McDonald’s in China
b) Developing a line of McDonald’s toys to be sold through
Toys R Us stores
c) Adding a line of new deli sandwiches to the menu of
existing McDonald’s stores
d) Running a promotion based on the Monopoly game, whereby
customers have a chance to win prizes with each purchase
e) Opening McDonald’s restaurants in Six Flags theme parks

84. When Johnson & Johnson develops complementary
products to its existing product line, such as Tylenol PM it is appealing to
its current market with a new product, using a ___________ strategy.
a) market penetration
b) product development
c) differentiation
d) diversification
e) market development

85. Which of the following actions would best illustrate a
diversification strategy for McDonald’s?
a) Opening the first McDonald’s in China
b) Developing a line of McDonald’s toys to be sold through
Toys R Us stores
c) Adding a line of new deli sandwiches to the menu of
existing McDonald’s stores
d) Running a promotion based on the Monopoly game, whereby
customers have a chance to win prizes with each purchase
e) Giving coupons for free fries for later use when the
customer purchases a Big Mac

86. Which market-product strategy requires a company to both
develop new products and seek out new markets?
a) Market penetration
b) Market development
c) Product development
d) Diversification
e) Divestment

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87. As shown in Figure 22-4 above, General Mills is practicing a
__________ strategy for Cheerios by stressing the cereal’s cholesterol-lowering
benefit in a broad band across the front of the package.
a) differentiation
b) market penetration
c) market development
d) product development
e) diversification

88. As shown in Figure 22-4 above, General Mills is part of
a joint venture with Cereal Partners Worldwide, which introduced Cini Minis to
Polish consumers. General Mills is practicing a __________ strategy by
introducing the American cereal known as Cinnamon Toast Crunch to Europeans.
a) differentiation
b) market penetration
c) market development
d) product development
e) diversification

89. As shown in Figure 22-4 above, General Mills is
practicing a __________ strategy by leveraging its joint venture with Curves
International, a fitness center chain serving American women, to introduce its
Curves chewy granola bar.
a) differentiation
b) market penetration
c) market development
d) product development
e) diversification

90. As shown in Figure 22-4 above, General Mills is
practicing a __________ strategy by introducing 8th Continent Soymilk.
a) differentiation
b) market penetration
c) market development
d) product development
e) diversification