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Which of the following refers to the homework part of the new product development
process?
A) implementing a good project prioritization process
B) keeping a strong market orientation throughout the new product development
process
C) spending time on up-front activities before the product is launched
D) high-quality execution of the steps of the process
Identify the statement that supports ubiquitous marketing department concept.
A) Marketing is performed by all departments and functions in an organization.
B) Marketing is what the people in the marketing department do.
C) Employees in an organization are collectively responsible for marketing efforts.
D) Marketing department should be integrated with service and sales.
A modification of the multiple-channel system is the ________ system.
A) direct channel
B) indirect channel
C) hybrid
D) vertical
Which of the following best describes the group consisting of practical people who
have constructive skills and value self-sufficiency?
A) believers
B) strivers
C) makers
D) achievers
Which of the following types of appeals is used to develop an image-oriented
advertisement which is used for product categories where it is difficult to establish
tangible differential advantages?
A) feature/benefit appeals
B) competitive advantage appeals
C) news appeals
D) emotional appeals
According to the VALS system developed by SRI International, ________ are avid
customers and spend much of their money on clothing, fast food, music, movies, and
video.
A) innovators
B) experiencers
C) believers
D) thinkers
While evaluating options in a consideration set, the marketing manager must determine
the set of attributes customers use in making purchase decisions. Which of the
following methods is not recommended because of the bias introduced?
A) managerial judgement
B) focus groups
C) systematic survey research
D) UPC code analysis
The marketing manager's internal interactions include all of the following except:
A) sales.
B) finance.
C) suppliers.
D) public relations.
Which of the following is a good example of an industry?
A) housewares
B) water purifiers
C) percolators
D) drip coffee makers
Which of the following is a good example of brand repositioning?
A) increasing the market share by reducing the price of the product
B) adding a health claim to orange juice
C) adding additional features to a product
D) increasing distribution
Which of the following is likely to occur if a company has an insufficient number of
territories?
A) A salesperson would spend too much time traveling and not enough time selling.
B) It would lower a salesperson's income.
C) Salespeople would fight over the geographic boundaries.
D) Territories would overlap.
