General Motors Uses Multiple Marketing Mixes for Its Various Divisions

question 168

Multiple Choice

General Motors uses multiple marketing mixes for its various divisions and focuses these marketing mixes on various segments of the automobile-purchasing market. General Motors uses

• A) concentrated market segmentation.
• B) an undifferentiated approach.
• C) differentiated market segmentation.
• D) segmentation by function.
• E) mixed market segmentation.

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Definitions:

Fixed Cost

Expenses that do not change with the level of production or sales over a certain period, such as rent or salaries.

Period Cost

Costs that are expensed in the period in which they are incurred, without direct link to production activity, such as selling, general, and administrative expenses.

Contribution Margin Ratio

A profitability ratio that measures the percentage of sales revenue that exceeds variable costs, indicating how much contributes to fixed costs and profit.

Variable Cost Ratio

A measure of a company's variable costs as a percentage of sales, which shows the proportion of sales that is consumed by variable costs.