When a Firm Produces Only a Single Product or Service

question 19

Multiple Choice

When a firm produces only a single product or service and attempts to sell it to two or more market segments, it avoids

• A) the extra cost of developing and producing additional versions of the product.
• B) creating a customer service gap.
• C) indirect distribution and logistics problems.
• D) restructuring the firm's strategic planning.
• E) amortization costs of product enhancements.

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Definitions:

Values

Core beliefs or standards that guide behavior and decision-making processes.

Marketers

Professionals who work to promote products, services, or brands to increase their visibility and sales.

Rokeach Value Survey

A psychological assessment tool developed by Milton Rokeach for measuring individual's value systems, consisting of two sets of values—terminal (end goal) values and instrumental (mode of behavior) values.

Terminal Values

Long-term life goals or desirable end-states that individuals strive to achieve, reflecting what is most important to them in life.