Beta testing tests the product within the firm to see how it performs in different
applications.
Sellers benefit from systems contracting through lower operating costs as a result of
steady demand and reduced paperwork.
Consumers may evaluate identical products differently depending on how they are
branded.
An advertising objective is a specific communications task and achievement level to be
accomplished with a specific audience in a specific period of time.
Rapid prototyping refers to designing products on a computer and then producing rough
models to show potential consumers for their reactions.
Good mission statements should be long and clear, should emphasize on a wide range
of goals, and stress on the company’s major policies and values.
Every consumer must pass through all five stages of the buying process when in a
buying situation.
Marketing plans are becoming more production oriented because of the high costs of
doing business in today’s economy.
The private nonprofit sector is a provider of services.
In planning its market offering, the marketer needs to address five product levels, each
of which reduces customer value.
Desktop marketing gives marketers information and decision structures on computer
dashboards.
Demographic developments are often unpredictable.
Intercom Inc., together with its subsidiaries, primarily engages in the generation,
transmission, and distribution of electric power in the United States. The company
observes that its growth has stagnated over a period of two years. In an attempt to
promote growth, it considers adding new features to the existing products and
introducing a few new products. The company forms a committee consisting of three
top executives, one of the production mangers, a few operational managers, and a
representative of the HR department to generate ideas. This team is called a(n)
________ team.
A) virtual
B) venture
C) fundamental
D) elemental
E) transitory
________ describes the service program for helping customers keep purchased products
in good working order.
A) Returns
B) Ordering ease
C) Installation
D) Maintenance and repair
E) Delivery
Novamalt Inc., a manufacturer of health drinks, plans to introduce its new range of
health drinks for women into the market. It involves a specialized marketing research
firm to forecast the sales of this product. The research firm analyzes past buying
behavior of customers and uses time-series analysis for making the sales forecasts.
Which of the following information bases is being used by the research firm in this
scenario?
A) what people say
B) what people do
C) what people have done
D) what people will do
E) what people speculate
Which of the following is NOT a way to make online brand communities more
effective?
A) set appointed times for topic discussion
B) keep the focus on the topic
C) make it easy for users to express themselves
D) launch contests
E) set limits on length of responses
According to Peter Golder and Gerald Tellis, a(n) ________ is the first to develop a
working model of the product.
A) developer
B) creative pioneer
C) market pioneer
D) product pioneer
E) inventor
________ attached to television sets in participating homes now record when the set is
on and to which channel it is tuned.
A) Tachistoscopes
B) Polygraphs
C) GPS systems
D) Audiometers
E) Galvanometers
Rade and Talion are competitors in the business of manufacturing wristwatches. While
Rade promises to deliver design and quality to its customers, Talion promises to deliver
durability and cost effectiveness. When both these companies deliver their respective
promised qualities, they are delivering ________.
A) performance quality
B) customer support
C) unique quality
D) accuracy quality
E) conformance quality
A pioneer in China, ________ created a national campaign asking Beijing residents to
send text messages guessing the high temperature in the city every day for just over a
month for a chance to win a one-year supply of its products.
A) PepsiCo
B) Coca-Cola
C) Red Bull
D) Poland Spring
E) Unilever
If a direct-mail marketer wished to direct promotional efforts toward the family of
________, efforts need to be directed toward parents and siblings of the family
members.
A) orientation
B) procreation
C) immediacy
D) intimacy
E) reference
Part-time paid employees who work exclusively for the company are a part of the
________ sales force.
A) direct
B) virtual
C) contractual
D) implicit
E) brokered
One of the options in a product-management organization is to eliminate product
manager positions for minor products and assign two or more products to each
remaining manager. Under what conditions is this alternative feasible?
A) when the product mix is highly diverse
B) when there are very few products in the company’s portfolio
C) when two or more products serve a similar set of needs
D) when customers fall into different user groups
E) when the company produces many products for many markets
________ are defined as companies that satisfy the same customer need.
A) Communities
B) Competitors
C) Trendsetters
D) Industries
E) Task groups
What questions would typically be asked during a market opportunity analysis (MOA)?
Today’s customers expect a salesperson to have extensive product knowledge, to be
efficient and reliable, and to provide ideas to improve the customer’s operations. These
demands are forcing companies to make higher investments in ________.
A) sales training
B) internal selling
C) management controls
D) advertising
E) sales promotions
Luke is considering the various options available to him to promote an energy drink,
Turbozade, that has decreasing sales volumes after having peaked some time back.
Which of the following marketing communications tools should Luke focus marketing
efforts on to keep the sales volume up?
A) advertising
B) direct marketing
C) events and experiences
D) sales promotions
E) publicity
Which of the following is true for customer satisfaction?
A) Satisfaction is a deeply held commitment to rebuy or repatronize a preferred product
despite situational influences.
B) Consumers often form more favorable perceptions of a product with a brand that is
new.
C) The ultimate goal of a customer-centered firm is to create high customer satisfaction.
D) Only increased customer satisfaction can help a company increase its profits.
E) Greater customer satisfaction has also been linked to higher returns and lower risk in
the stock market.
According to the BrandAsset® Valuator model, which of the components of brand
equity measures how aware and familiar consumers are with the brand?
A) esteem
B) energized differentiation
C) relevance
D) knowledge
E) presence
Which element of a brand story framework do Randall Ringer and Michael Thibodeau
relate to the authenticating voice, metaphors, symbols, themes, and leitmotifs?
A) narrative arc
B) context
C) language
D) setting
E) cast
Design is at the root of ________.
A) acceptability
B) affordability
C) affability
D) accessibility
E) awareness
When the Modern Museum of Art separated its consumers by whether they were
culture-oriented or outdoor-oriented for its new exhibit on art that used natural
materials, they were using ________ segmentation.
A) psychographic lifestyle
B) personality
C) behavioral occasions
D) social class
E) demographic
Which of the following is an example of intensive growth?
A) a company improves its market share with its current products in the current markets
B) a company enters a new market with current products
C) a company develops new products for its existing markets
D) a company improving sales by integrating backward
E) a company developing new products for new markets
Which of the following is NOT a touch point for a hotel?
A) reservations
B) frequent-stay programs
C) room service
D) laundry service
E) All of the above are touch points.
Product adaptation alters the product to meet local conditions or preferences. Identify
four levels of adaptation.
Why should firms avoid too much democratization of innovation?
Over the past 10 years, Cisco Systems has drastically reduced its number of suppliers
and aligned itself more closely with its remaining suppliers for each of its
product-based teams. How might this have helped Cisco improve its new-offering
realization process?
What are the features of an ideal advertising campaign?
A customer survey at a mall revealed that Zoe is considered to be an early adopter.
What does this mean?