Jordan’s firm enters new markets by tweaking products for new customers, uses
variations on a core product to stay one step ahead of the market, and creates interim
solutions for industry-wide products. In other words, it uses ________.
A) disruptive technologies
B) incremental innovation
C) complex innovations
D) discontinuous innovations
E) radical innovations
________ questions ask about the consequences of the buyer’s problems.
A) Situation
B) Problem
C) Implication
D) Need-payoff
E) Solution
In an attempt to create greater competition and growth opportunities, countries often
________.
A) increase trade barriers
B) protect industries
C) deregulate industries
D) encourage intermediation
E) reduce privatization
When customers fall into different user groups with distinct buying preferences and
practices, a ________ organization is desirable.
A) market-management
B) product-management
C) brand-management
D) geographic
E) functional
Julia is worried about the rising pollution levels in her city. She doesn’t mind paying
extra for goods and services that use sustainable processes to help control pollution.
This is an example of ________ for pollution.
A) declining demand
B) nonexistent demand
C) latent demand
D) negative demand
E) unwholesome demand
In a sprinkler approach to international expansion, ________.
A) countries are entered when competition is limited
B) countries are gradually entered sequentially
C) countries in which the supply of raw material is greatest are entered first
D) countries in which the demand for the product is greatest are entered first
E) many countries are entered simultaneously
Which of the following is the first stage of the internationalization process that can
induce firms to enter the international arena?
A) no regular export activities
B) export via independent representatives (agents)
C) establishment of one or more sales subsidiaries
D) establishment of production facilities abroad
E) adoption of a flexible exchange rate regime
The demand estimates of an organization comprise five space levels: world, country,
region, territory, and ________.
A) zone
B) organization
C) customer
D) product
E) input
People who are technology enthusiasts, venturesome, and who enjoy tinkering with new
products and mastering their intricacies are called ________.
A) innovators
B) early adopters
C) early majority
D) investigators
E) experimenters
Which of the following refers to the process of deciding which customers will get
scarce products during product shortages?
A) delegating
B) prospecting
C) allocating
D) dispersing
E) targeting
With respect to the sampling plan, three decisions must be made: 1) the sampling unit ‘”
who is to be surveyed; 2) sample size ‘” how many people should be surveyed; and 3)
________.
A) sample cost ‘” how much does sampling cost
B) surveyor skill ‘” who should conduct the survey
C) sample security ‘” how should the sample data be protected
D) sampling procedure ‘” how should respondents be chosen
E) sample supervisor ‘” who leads the sampling effort
Which of the following is the “third screen”?
A) mobile phones
B) in-vehicle entertainment systems
C) televisions
D) computers
E) elevator screens
One of the ways to change the course of a brand is to modify the product. Under
product modification, ________ improvement adds size, weight, materials,
supplements, and accessories that expand the product’s performance, versatility, safety,
or convenience.
A) feature
B) quality
C) style
D) size
E) technological
Which of the following statements about the branding guidelines for a small business is
true?
A) A small business must creatively conduct low-cost marketing research.
B) A small business must avoid leveraging secondary brand associations.
C) A small business must separate the well-integrated brand elements to enhance both
brand awareness and brand image.
D) A small business must disintegrate the brand elements to maximize the contribution
of each of the three main sets of brand equity drivers.
E) A small business must focus on building more than two strong brands based on a
number of associations.
Increasingly, new-product ideas arise from ________ that combines two product
concepts or ideas to create a new offering.
A) reverse assumption analysis
B) lateral marketing
C) attribute listing
D) forced relationships
E) morphological analysis
Which of the following advertising practices involves advertisers paying filmmakers to
have their products make cameo appearances in movies and television shows?
A) brand extension
B) flyposting
C) co-branding
D) product placement
E) ambush marketing
________ has enrolled more than half a million mothers in Vocalpoint, a group built on
the premise that highly engaged individuals want to learn about products and share their
opinions with companies and other individuals.
A) Blendtec
B) SodaStream
C) Google
D) P&G
E) Vimeo