The competitive intelligence system of a company supplies key information to relevant
decision makers about the company’s competitors.
A product idea is an idea for a possible product that a company can offer the market.
Influencers often help define specifications and also provide information for evaluating
alternatives.
Product mix width refers to the total number of items a company carries within its
product lines.
Blair Housewares wants to add new products to its existing line of products. Managers
are correct in believing that the purpose of idea generation is to create a few ideas, and
the purpose of succeeding stages is to increase that number.
Using the PLC concept to develop marketing strategy can be problematic because
strategy is both a cause and a result of the product’s life cycle.
Large-scale marketing approaches that foster two-way customer relationships are made
possible by new communication technologies.
Cost-based pricing is often product driven.
A company must pay each month’s bills for rent, heat, interest, and executive salaries
regardless of the company’s level of output. This exemplifies its ________ costs.
A) overhead
B) variable
C) target
D) total
E) unit
All of the following are benefits of direct marketing for sellers EXCEPT ________.
A) easy access to hard-to-reach markets
B) price and program flexibility
C) mass reach and immediate returns
D) lower cost per contact
E) easy to personalize products
Which of the following is a portfolio-planning tool for identifying company growth
opportunities through market penetration, market development, product development,
or diversification?
A) BCG matrix
B) analysis of variance (ANOVA)
C) product/market expansion grid
D) Harris matrix
E) SWOT analysis
The National Pork Board developed “Pork. The Other White Meat” campaign. The
campaign provided nutritional information and pork recipes in an attempt to encourage
people to view pork as a tasty alternative to poultry and fish. Which of the following
functions was the goal of this public relations campaign?
A) influencing government regulations on pork
B) gaining financial support for pork producers
C) creating newsworthy information about pork
D) maintaining relationships with pork producers
E) rebuilding consumer interest in pork
Which of the following is true with regard to store brands?
A) Store brands have been declining in popularity and strength for more than two
decades.
B) Store brands are also known as national brands.
C) Store brands are created and owned by resellers of a product or service.
D) Increasing consumer distrust toward store brands has led to a store-brand slump.
E) Store brands are growing far slower than manufacturer’s brands.
Franklin & Marshall College wishes to contact high school seniors at independent
schools in Pennsylvania. Which of the following media would be most effective and
efficient?
A) a Facebook page for the college
B) local newspapers ads throughout the state
C) radio ads throughout the state
D) a direct mail piece sent to selected students
E) billboards throughout the state
________ ventures consist of one company joining forces with foreign investors to
create a local business in which they share ownership and control.
A) Joint ownership
B) Licensing
C) Contract manufacturing
D) Management contracting
E) Indirect exporting
Which of the following shows the number of units the market will buy in a given time
period, at different prices that might be charged?
A) demand curve
B) supply curve
C) learning curve
D) break-even pricing
E) target costing
Consumers today receive commercial messages from a broad range of sources.
However, consumers ________ the way marketers do.
A) don’t distinguish between message sources
B) never pay attention to sales promotions
C) don’t care about buzz marketing
D) are not able to block out messages
E) block out all media messages
Secondary data consist of ________.
A) information collected for the specific purpose at hand
B) data that does not age
C) information that already exists somewhere, having been collected for another
purpose
D) information collected from conducting personal, in-depth interviews
E) data that is unreliable and unsuitable for the purpose of making marketing decisions
Name two of the five indicators of market potential and provide an example of each.
What is a business portfolio? What are the steps involved in business portfolio
planning?
Company X, a manufacturer of office supplies, follows the selling concept. Explain
how the firm may lose sight of customer relationships with this marketing orientation.
How does primary data differ from secondary data?
What is a private brand?
Listing them in the proper order, what are the stages in the buyer decision process?
Describe each.
Why are ad expenditures high for products in the introduction stage of the PLC?
Explain concept testing.
Discuss the international marketing objectives and policies a company should try to
define before going abroad.