Which of the following is a limitation of a brand-manager system?
A. Managers following this system often pay inadequate attention to new products.
B. This system can be used only in organizations that have one dominant product line.
C. Managers following this system are more concerned with the profitability of all of
the organization's brands than with their own brand's profitability.
D. Managers following this system believe in category management rather than product
Which of the following factors is most likely to invalidate test marketing study results?
A. When test marketing areas are representative of and proportionate to the market in
B. When the test-market period is so long that it can determine whether the product will
be repurchased by customers
C. When test stores provide complete support to the study
D. When test-market products are advertised beyond a profitable level for the market in