1) Mont Blanc uses a differentiation strategy that focuses on the social and emotional aspects of their product to appeal to a specific consumer segment

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1) Mont Blanc uses a differentiation strategy that focuses on the social and emotional aspects of their product to appeal to a specific consumer segment. Which of the following initiatives would most be in keeping with their strategy?

Multiple Choice

• an increase in the service warranty from 1 year to 2 years

• an agreement with OfficeMax to more prominently show Mont Blanc pens in the writing instrument section of their stores

• the release of a new pen that uses a smoother roller ball effect

• an agreement with online providers to offer discounted pens

• an engraving service for pen owners who may wish to will their pens to loved one

2) Which of the following would NOT be a reason for Bic to decide to compete in Mont Blanc’s market?

Multiple Choice

• Bic’s reputation would be detrimental when competing in Mont Blanc’s target market.

• Bic’s marketing department isn’t geared to addressing Mont Blanc’s target market.

• Bic is a large publicly traded company with significant financial resources.

• Bic’s manufacturing facilities would need to be retooled to compete in Mon Blanc’s target market.

• Bic’s distribution capabilities are not well designed to reach Mont Blanc’s target market.