Which of the following stages of the family life cycle best describes older married
couples with dependent children?
A) Full nest II
B) Empty nest I
C) Empty nest II
D) Full nest III
________ are also called new-to-the-world products because the firm has created a new
product category.
A) Classically innovative products
B) New category entries
C) Line extensions
D) Improved products
Which of the following is one of the components of the value-added chain of
distribution channels?
A) government
B) customers
C) competitors
D) marketers
________ activities focus on price alone and include trade promotions, short-term price
deals, and refunds.
A) Consumer franchise-building
B) Non-consumer franchise-building
C) Product building
D) Concept building
In order to compete with “category killer” stores, local stores must offer ________ to
warrant customer loyalty.
A) lower price
B) sufficient service
C) higher price
D) less service
This method is an alternative to survey-based methods and takes place in a real
environment. It tries to obtain actual market data after manipulating price in different
markets. Identify this method.
A) dollarmetric method
B) conjoint analysis
C) field experimental method
D) delphi method
________ become very familiar with customers’ operations and problems and are in an
excellent position to satisfy customers’ needs by helping them develop a strategy for the
product in question.
A) Regional sales managers
B) District sales managers
C) Key account managers
D) Field sales representatives
Which of the following is a good example of primary source of information?
A) sales force and customers
B) help-wanted ads
C) trade associations
D) patent and trademark filings
Strategic and tactical decisions in a customer-oriented organization should be made:
A) cross-functionally and cross-divisionally.
B) by the marketing department.
C) by the services department.
D) by the customer relations department.
During background assessment:
A) historical data are collected and updated.
B) a situation analysis is performed.
C) an audit is initiated.
D) estimates of market potential is forecasted.
When marketing a product to an organization, it is vital to understand that:
A) innovators are not sure of what they want.
B) initiators do not have any impact on the purchase situation.
C) many individuals are involved in the purchase decision.
D) the purchaser is the only person needed to be focused on.