In a brand licensing arrangement, the licensee is responsible for .
a. providing the brand name to another organization for use in promoting products
b. collecting the royalties from sales of the licensed products
c. half of the financial losses in the event that the licensed brand is a failure
d. the production, but not the marketing of the licensed product
e. the manufacturing, marketing, and financing of the licensed product
Because ad agency personnel are outsiders to their client firms, they may not judge the
firm’s product objectively.
a. True
b. False
“Is the demand strong enough to justify entering the market?” is a question that
marketers ask during the phase of the new-product development process.
a. screening
b. idea generation
c. business analysis
d. commercialization
e. cannibalization
Through the process of strategic planning, a firm establishes an organizational mission
and goals, corporate strategy, marketing objectives, marketing strategy, and a marketing
plan.
a. True
b. False
If Orca Motor Company, an American multinational automaker, measured and
evaluated the quality of its goods, services, and processes as compared with those of the
best-performing companies in the automobile industry, it would be engaging in the
process of:
a. total quality management.
b. internal marketing.
c. external marketing.
d. SWOT analysis.
e. benchmarking.
Using the breakdown approach to sales potential, estimates are made:
a. by referring to specific geographic factors.
b. by establishing levels of marketing effort that will be required to achieve specific
levels of sales.
c. without reference to industry marketing efforts.
d. without reference to general economic conditions.
e. by starting with general economic conditions.
Penetration pricing is a new-product pricing approach that provides the most flexible
introductory price.
a. True
b. False
Minerals, chemicals, timber, and agricultural products are considered as .
a. process materials
b. accessory materials
c. MRO supplies
d. component parts
e. raw materials
Off-price retailers feature:
a. deep discounts, few customer services, and central checkouts.
b. sales expertise, wide selections, and low prices.
c. overstocks, private-brand products, and moderate prices.
d. a narrow product range and enormous product availability.
e. cash only sales and few customer services.
Which of the following is nota dimension of social responsibility and marketing
citizenship?
a. Economic
b. Ethical
c. Legal
d. Technological
e. Philanthropic
Business organizations are the only major users of advertising.
a. True
b. False