1. A company that sells organic cosmetics wants to
increase its market share and customer loyalty. It decides to
use the Ansoff matrix to identify the best growth strategy.
Which of the following options is the most suitable for the
company?
a) Market penetration: selling more of its existing products
to its existing customers.
b) Market development: selling its existing products to new
markets or segments.
c) Product development: creating new products or variants
for its existing customers.
d) Diversification: creating new products for new markets
or segments.
Answer: c) Product development. Rationale: This option
allows the company to leverage its brand reputation and
customer loyalty, while offering more value and variety to
its customers. It also helps the company to differentiate
itself from competitors and attract new customers who are
interested in organic cosmetics.
2. A restaurant chain that operates in several countries
wants to improve its customer satisfaction and retention. It
decides to use the SERVQUAL model to measure and
manage the quality of its service. Which of the following
dimensions of service quality is the most important for the
restaurant chain?
a) Tangibles: the physical appearance and facilities of the
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