Products falling under one category of the BCG matrix are most likely to be eliminated.
Identify this category.
A) cash cows
B) dogs
C) stars
D) problem children
According to the Brand Asset Valuator (BAV) model, which of the following is one of
the key dimensions of brand equity?
A) sophistication
B) excitement
C) competence
D) differentiation
Which of the following is the the maximum price someone is willing to pay for a
product?
A) external price
B) reservation price
C) internal price
D) reference price
Which of the following most likely helps to ensure that the product or service
ultimately introduced has a unique value proposition?
A) the appropriate organizational structure
B) a strong market orientation
C) fast time-to-market
D) strong support by top management
Which of the following is almost always the measure of effectiveness of a sales
promotion?
A) profit margin
B) cost of production
C) sales
D) brand equity
Which of the following best describes the approach to new product development that
results from the constant interaction of a multidisciplinary team whose members work
together from the beginning of the project to the product’s introduction?
A) the classic linear approach
B) the rugby approach
C) the cost-differential approach
D) the target-costing approach
Existing customers ________ than new customers.
A) are more critical about the quality of the product
B) cost less to serve
C) are more price-sensitive
D) are less likely to refer new customers to the company
Which of the following is true regarding print ads?
A) TV is much better than print ads for complicated messages.
B) Newspapers are better than magazines for color reproduction.
C) Print has archival value.
D) TV is better than print for targeting specific audiences.
The seller of industrial products is part of the buyer’s ________ and must provide
timely inventory replenishment, service and maintenance, spare parts, and efficient
order handling.
A) supply chain
B) communication channel
C) service chain
D) promotional program
Identify the type of sales organization where the sales force sells the entire product line
to customers in the segment.
A) product/customer system
B) market/market system
C) product/market system
D) product/product system
________ indicates the percent of all purchase volume in the category is your brand.
A) Share of category requirements
B) Size of wallet
C) Share of wallet
D) Customer lifetime value
The first step in the marketing research process is:
A) defining the problem.
B) collecting information to solve the problem.
C) designing a questionnaire.
D) collecting data.
________ activities are those activities that build brand equity, including advertising
sampling, couponing, and product demonstrations.
A) Consumer franchise-building
B) Non-consumer franchise-building
C) Product building
D) Concept building
Which of the following types of attributes are typical of services?
A) search
B) experience
C) credence
D) feature
Walmart used its investments in information technology to create direct links between
its own warehouses and manufacturers, thereby eliminating the need for independent
wholesalers in its system. This is an example of:
A) reintermediation.
B) disintermediation.
C) hybrid system.
D) channel conflict.
The growth strategy that allows the provision of the same service in new locations is
referred to as:
A) multisite.
B) multiservice.
C) multisegment.
D) multiattribute.