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Question 1.

Barry's company sells in a nonexpansible market.  As a marketer, Barry should focus on ________.

• decreasing the marketing sensitivity of demand for his product

• improving his company's market share by attracting competitors' customers

• increasing marketing expenditure to increase the overall market size

• more effectively allocating his budget to increase demand for his company's product category

• all of the above

Question 2.

A high market-penetration index suggests that ________.

• a substantial growth potential exists for all firms in the market

• it would be great time to expand distribution outlets

• mistakes have been made in selecting the correct promotional alternatives

• there will be increased costs of attracting the few remaining prospects

• the price of the product or service is too high with respect to competition
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Marketing Management
Edition: 13th
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Answer 1

improving his company's market share by attracting competitors' customers

Answer 2

there will be increased costs of attracting the few remaining prospects
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