When Chrysler produces new model vehicles, it discontinues production of previous
year’s model. However, when Apple brings out a new iPhone, it continues to produce
the previous version for at least some period of time. Chrysler’s newÂproduct strategy
is an example of a(n)___________ , while Apple’s strategy is an example of
a(n)_________ .
a. functional modification; quality modification
b. product modification; line extension
c. product lining; product bundling
d. product extension; brand extension
e. brand extension; product bundling
To implement the marketing concept, an organization must first establish an
information system to discover customers’ real needs and then use the information to
create products to satisfy those needs.
a. True
b. False
In observation method of research, researchers avoid direct contact with subjects and
instead monitor their actions systematically.
a. True
b. False
Meghan intends to open a house-cleaning business and is considering several market
segments. She has identified four segments for consideration; young urban singles,
young married professionals, senior citizens, and college students. She has just
completed an analysis of these four segments by assessing such factors as sales
estimates, competition, and estimated costs. Meghan is now ready for implementing the
next step in the target market selection process, which is to:
a. identify the appropriate targeting strategy.
b. determine which segmentation variables to use.
c. develop market segment profiles.
d. evaluate relevant market segments.
e. select specific target markets.
If General Motors determines that it wants to sell 200,000 Chevrolet Acadias and sets
the price at $29,500. The firm knows that at that price it will achieve its goal. Therefore,
the firm would be using a_________pricing method.
a. cost-plus
b. competition-based
c. psychological
d. comparison
e. demand-based
When McDonald’s uses the Monopoly game in which customers receive game pieces
with each visit and try to assemble a set of properties to win prizes, McDonald’s is
utilizing:
a. sales promotion.
b. advertising.
c. guerilla marketing.
d. personal selling.
e. public relations.
When Hamburger Helper introduced its Oven Varieties, it gave special offers to
supermarkets to purchase the new product and supplemented these offers with
consumer advertising. Hamburger Helper’s primary promotional objective is to:
a. facilitate reseller support.
b. reduce sales fluctuations.
c. minimize noise in the communication process.
d. encourage product trial.
e. retain loyal customers.
Piggyback, fishyback, and birdyback are terms usually associated with gaining
efficiency in shipping through:
a. transit time.
b. warehousing.
c. packaging.
d. containerization.
e. lot sizes.
A board game manufacturing company has posted online cash rewards for consumer
reviews of their games. In doing so, the company is striving to utilize:
a. electronic media.
b. a test market.
c. consumer-generated marketing.
d. new concept viewing.
e. Fan Pages.
A study that is reliable .
a. is called a marketing research study
b. produces almost identical results every time
c. is expensive to implement and complete
d. measures subtle differences in the population being studied
e. is difficult to produce without expert researchers