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Data mining refers to:
A) designing customer information file structure.
B) collecting customer data required to fill the customer information file.
C) entering the customer data in the customer information file.
D) analyzing a customer information file.
According to the Boston Consulting Group (BCG) matrix, when both market growth
and relative market share of a product is high, it is known as a:
A) cash cow.
B) dog.
C) star.
D) problem child.
Which of the following types of industries tend to be good application areas for game
theory and strategic thinking?
A) industries subject to strong competition
B) monopolies
C) industries whose costs are largely variable
D) industries which are highly regulated by the government
Rolaids and Tums, antacids normally used as antidotes for heartburn, are now promoted
as calcium supplements for women. Which of the following categories of new product
development best describes this announcement?
A) classically innovative products
B) new category entries
C) line extensions
D) repositionings
A retailer may not think that the manufacturer's support in terms of cooperative
advertising and training is sufficient while the manufacturer believes that it is offering
the same level to that retailer as to others that have been successful. Identify this source
of conflict.
A) goal divergence
B) domain dissensus
C) differing perceptions of reality
D) misuse of power
Identify the situation where channel members have significant bargaining power over
the marketing manager.
A) When the channel's sales volume is low relative to the product's total sales volume.
B) When the product is well differentiated from competitors.
C) When the channel poses a credible threat of backward integration.
D) When the channel has high switching costs.
Payments made to store chains for placing a product on a shelf are known as:
A) off-invoice allowances.
B) slotting allowances.
C) rebates.
D) stocking allowances.
Which of the following tests is the most widely used method for posttesting print ads?
A) consumer jury
B) recognition test
C) theatre test
D) recall test
Which of the following is an example of an internal source of secondary data?
A) a trade publication
B) a past marketing plan
C) a trade association
D) an academic publication
________ characterize purchasing situations in which something has changed since the
last purchase.
A) Straight rebuys
B) Modified rebuys
C) New-task purchase
D) Repetition purchase
