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________ present a standard product differently to each customer.
A) Collaborative customizers
B) Adaptive customizers
C) Cosmetic customizers
D) Transparent customizers
In this stage of the product life cycle, product development should focus on product
enhancements and line extensions that focus on the segments still purchasing the
category.
A) introduction
B) growth
C) maturity
D) decline
Which of the following statements is true about customer interaction in packaged goods
industry?
A) Customer interaction is direct and interaction frequency is high.
B) Customer interaction is direct and interaction frequency is low.
C) Customer interaction is indirect and interaction frequency is high.
D) Customer interaction is indirect and interaction frequency is low.
Because privately-owned firms do not have to account to stock analysts:
A) short-term profits may be more important than long-term growth.
B) long-term profits may be more important than showing consistent positive quarterly
returns.
C) short-term sales growth may be more important.
D) it is important to show consistent quarterly profit returns.
Return on quality approach:
A) is a targeted approach to quality investments.
B) advocate all quality expenditures are equally valid.
C) focuses on actual quality improvements than on the cost of quality.
D) does not monitor the overall progress.
Which of the following pricing objectives is appropriate when customers have not been
persuaded that significant differences exist among the competitors and that they view
the product as a commodity?
A) investment pricing
B) pricing for stability
C) competitive pricing
D) prestige pricing
Which of the following types of brands carries no name at all?
A) generics
B) value brands
C) private labels
D) national brands
________ are effectively used in concept testing because of their diagnostic power and
they can be used to get detailed discussion of various aspects of the concept.
A) Surveys
B) Focus groups
C) Demonstrations
D) Experiments
Which of the following statements is true regarding a value-added reseller?
A) A value-added reseller normally has a much larger number of suppliers.
B) Selling through a VAR is more like a supplier relationship.
C) Companies selling through VARs rarely have well-established markets into which
they can also sell by themselves.
D) Marketing managers using VARs also have to have significant branded marketing
skills.
________ sources of information are those that are retrieved from memory.
A) Internal
B) Permanent
C) Extrinsic
D) Adscititious
Which of the following types of selling includes order taking, but also entails
responsibilities such as making sure the stock is adequately displayed on shelves,
setting up displays, providing demos, and other merchandising activities?
A) response selling
B) trade selling
C) missionary selling
D) technical selling
Which of the following statements is true about sampling?
A) Sampling is a type of price-oriented promotion.
B) A sampling program may not target the right potential customers.
C) Sampling is inexpensive.
D) Sampling is less effective than coupons.
The traditional value chain adopts a ________ oriented approach.
A) company
B) customer
C) service
D) competitor
Which of the following best describes a situation when penetration pricing should be
used?
A) when the product has a strong competitive advantage
B) when a large segment of the customer base is price-sensitive
C) when the perceived quality depends on price
D) when there is a little chance of competition in near future
Which of the following companies is most likely to be a threat to increasing sales or
share in the short term?
A) a firm with a high ability to develop new products
B) a firm with limited financial resources
C) a firm with slack capacity
D) a firm with broad product line
For consumer durables and other industrial products with long purchase cycles,
________ purchase is the key event.
A) reinforcement
B) bulk
C) trial
D) repeat purchase
With reference to a value-added chain, the beginning of the chain consists of:
A) intermediaries.
B) buyers.
C) suppliers.
D) customers.
Product-focused organizational structure is not suited for:
A) business-to-business products.
B) retail products.
C) consumer durables.
D) internationally focused products.
Identify the correct statement about the introduction stage of the product life cycle.
A) In this stage, selling and advertising focus on the generic product.
B) During this stage, the market grows rapidly in size.
C) Usually, competition is most intense in this stage.
D) During this stage, the sales curve becomes flat.
