Modern managers have to focus on:
A) relationships with the customer.
B) transactions that are beneficial.
C) increased and instantaneous profit.
D) increased market share.
Which of the following is considered to be a traditional marketing metric?
A) acquisition rate
B) sales volume
C) acquisition cost
D) retention rate
Which of the following approaches to budgeting involves using computerized decision
support systems (DSSs) such as ADBUDG to structure budget decisions
systematically?
A) affordability
B) experimentation
C) decision calculus
D) competitive parity
A company would most likely use this component when it is introducing new products
and wants to entice its salespeople to achieve some short-term goal. Identify this
compensation scheme.
A) sales contests
B) bonuses
C) straight salaries
D) trade allowances
________ is the most common form of testing for advertising concepts.
A) Consumer jury
B) Portfolio test
C) Readability test
D) Theater test
A company takes a product or service that is widely marketed and develops a system for
customizing it to each customer’s specifications. This is referred to as:
A) mass customization.
B) selective marketing.
C) user modeling.
D) behavioral targeting.
Which of the following is a key difference between services and manufactured
products?
A) Services do not exist until the customer buys them.
B) Delivered value is more for manufactured products.
C) Place and promotion are not significant in services marketing mix.
D) Services exist even before they are sold to customers.
Which of the following best describes routine purchases made from the same suppliers
used in the past?
A) straight rebuys
B) modified rebuys
C) new-task purchase
D) repetitive purchase
With reference to the classic linear approach to new product development, the
________ phase of the new product development process includes a step to screen the
concepts developed in the first stage.
A) opportunity identification
B) initial design and concept screening
C) business analysis
D) life cycle management
“Increasing market share” and “increasing profit” is a poor objective because:
A) it is too challenging.
B) it is not stated in quantitative terms.
C) it doesn’t mention quality.
D) it doesn’t assign responsibility.
Which of the following pricing strategies is the most appropriate when costs are not
related to volume and managers are less concerned about building significant market
share?
A) penetration pricing
B) skimming
C) market share pricing
D) competitive pricing
Which of the following information sources already existed and were not developed for
the particular problem at hand?
A) primary
B) secondary
C) quantitative
D) qualitative
Which of the following is a stage in the product life cycle (PLC)?
A) design
B) development
C) growth
D) maintenance