In the classic linear approach, once the company has determined which markets it wants
to enter, the immediately next step of a new product development process is:
A) initial design and concept screening.
B) business analysis.
C) testing and concept development.
D) idea generation.
Which of the following is one of the input measures used for evaluating sales
performance?
A) number of orders
B) size of orders
C) number of active accounts
D) time spent on nonselling activities
Which of the following is a product/service that is high in credence qualities?
A) medical diagnosis
B) clothing
C) vacation
D) automobiles
When we refer to “democratizing” of innovation, we mean that:
A) the new product development teams should report directly to the top management.
B) the new product development teams should be treated like startup companies.
C) customers can be treated as the best source of new-product ideas.
D) the product development cycle should be minimized.
In ________ cases, the current supplier is in an advantageous position because the
buying process is likely to be automatic.
A) straight rebuy
B) modified rebuy
C) new-task purchase
D) repetition purchase
Which of the following is a primary customer-based metric?
A) market share
B) sales volume
C) return on investment
D) lifetime duration
Mass customization is also referred to as:
A) one-on-one marketing.
B) niche marketing.
C) demographic marketing.
D) direct marketing.
________ implies the companies are interested in managing the customer’s interaction
with the company at any number of different interaction points and using the feedback
to improve products and processes.
A) Customer feedback management
B) Customer value management
C) Customer experience management
D) Customer expectation management
________ is one of the most popular approaches to measuring service quality.
A) Chasm model
B) SERVQUAL
C) Conjoint analysis
D) Perceptual mapping
An example of a customer-based assessment of competition is:
A) naive extrapolation.
B) market segmentation.
C) substitution in use.
D) perceptual mapping.
Which of the following is one of the factors related to richness of communication?
A) the number of people reached
B) the cost of communication
C) possibility of customization
D) the time required for communication
IKEA emphasizes self-service and customer pickup and delivery. Identify the approach
that IKEA is using to develop competitive advantage.
A) customer focus advantage
B) differentiation advantage
C) price-based advantage
D) brand-based advantage
________ is a list of strategies, one for each player, with the property that no manager
wants to unilaterally change his or her strategy.
A) Nash equilibrium
B) Budget equilibrium
C) Generic equilibrium
D) Cooperative equilibrium
For industrial products and services, which of the following sources of information is
considered to be useful?
A) information related to coupon usage
B) your own sales force
C) media advertising
D) an advertising agency
________ encourage repeat purchasing through a formal program enrollment process
and the distribution of benefits.
A) Loyalty programs
B) Contests
C) Sweepstakes
D) Purchase programs