1. \ufffd\u00a0\u00a0\u00a0 The stage in the new product process that occurs first and has a pass ratio of 1:4 is the ________ stage.\t“\ufffd \ufffd \ufffd test marketing\t“\ufffd \ufffd \ufffd idea screening\t“\ufffd \ufffd \ufffd product development\t“\ufffd \ufffd \ufffd product soft launch \t2. \ufffd\u00a0\u00a0\u00a0 If Ming was interested in capturing distribution metrics for her retail organization, which of the following might she consider?\t“\ufffd \ufffd \ufffd Customer complaints\t“\ufffd \ufffd \ufffd Effective reach\t“\ufffd \ufffd \ufffd Share of shelf\t“\ufffd \ufffd \ufffd Trial rate\t\u00a0\t3. \ufffd\u00a0\u00a0\u00a0 Creative strategies refer to the ________.\t“\ufffd \ufffd \ufffd amount of creative content in a communications message\t“\ufffd \ufffd \ufffd degree of innovation involved in the marketing of a product\t“\ufffd \ufffd \ufffd way marketers translate their messages into a specific communication\t“\ufffd \ufffd \ufffd novelty of a marketing communication\t\u00a0\t4. \ufffd\u00a0\u00a0\u00a0 Top Gear is an award-winning British television series about motor vehicles, mainly cars. The show is presented by hosts who test drive new cars and provide reviews on the cars’ performance, prices, and other factors. Which of the following personal communications channels is Top Gear closest to in description?\t“\ufffd \ufffd \ufffd Formal channel\t“\ufffd \ufffd \ufffd Sponsored channel\t“\ufffd \ufffd \ufffd Social channel\t“\ufffd \ufffd \ufffd Expert channel\t\u00a0\t5. \ufffd\u00a0\u00a0\u00a0 Mark feels that Shell delivers on its promises to supply the best gasoline possible to the public. His experiences with Shell have always been good, resulting in positive brand contact. Mark is most likely experiencing brand ________.\t“\ufffd \ufffd \ufffd parity\t“\ufffd \ufffd \ufffd alliance\t“\ufffd \ufffd \ufffd bonding\t“\ufffd \ufffd \ufffd essence\t\u00a0\t6. \ufffd\u00a0\u00a0\u00a0 Robert is the owner of an automobile manufacturing company. He calls for a board meeting and tells his directors that he wants to build a car that lets drivers experience power and exhilaration. He tells them that the car must allow users to soar from 0 to 60 mph in about 4 seconds. He also says the price of the car must be affordable enough for anybody making a good salary. In accordance with the given scenario, Robert is trying to segment the market on the basis of ________.\t“\ufffd \ufffd \ufffd family size\t“\ufffd \ufffd \ufffd occupation\t“\ufffd \ufffd \ufffd nationality\t“\ufffd \ufffd \ufffd benefits\t\u00a0\t7. \ufffd\u00a0\u00a0\u00a0 ROC Engineering, a Chinese shipbuilding company, agrees to build a fleet of submarines for the Sri Lankan navy, for which it will be paid in Sri Lankan currency. As per the agreement, ROC must also spend a substantial amount of the money it generates through this deal within the country. In accordance with the contract, ROC buys Sri Lankan tea at a reduced rate. This is an example of which of the following forms of countertrade?\t“\ufffd \ufffd \ufffd barter\t“\ufffd \ufffd \ufffd descending bid\t“\ufffd \ufffd \ufffd offset\t“\ufffd \ufffd \ufffd compensation deal\t\u00a0\t8. \ufffd\u00a0\u00a0\u00a0 The ________ environment includes the actors involved in producing, distributing, and promoting an offering. The main actors are the company, suppliers, distributors, dealers, and the target customers.\t“\ufffd \ufffd \ufffd economic\t“\ufffd \ufffd \ufffd task\t“\ufffd \ufffd \ufffd management\t“\ufffd \ufffd \ufffd strategic\t\u00a0\t9. \ufffd\u00a0\u00a0\u00a0 Apple hosts a large number of ________, which become customers’ primary source of product information after warranties expire and are organized by product lines and type of user (consumer or professional).\t“\ufffd \ufffd \ufffd niche networks\t“\ufffd \ufffd \ufffd blogs\t“\ufffd \ufffd \ufffd online communities\t“\ufffd \ufffd \ufffd microblogs\t\u00a0\t10. \ufffd\u00a0 With respect to powerful brand elements, ________ is an extremely efficient means to build brand equity. This element functions as a useful “hook” to help consumers grasp what the brand is and what makes it special.\t“\ufffd \ufffd \ufffd a product’s shape\t“\ufffd \ufffd \ufffd a slogan\t“\ufffd \ufffd \ufffd a patent\t“\ufffd \ufffd \ufffd the tangibility of a product\t\u00a0\t11. \ufffd\u00a0 Which of the following best describes BR Chicken’s value proposition?\t“\ufffd \ufffd \ufffd We sell chicken at most major malls.\t“\ufffd \ufffd \ufffd We sell tender golden chicken at a moderate price.\t“\ufffd \ufffd \ufffd We undertake home delivery services.\t“\ufffd \ufffd \ufffd We target quality-conscious consumers of chicken.\t\u00a0\t12. \ufffd\u00a0 A ________ is a comprehensive, systematic, independent, and periodic examination of a company’s or business unit’s marketing environment, objectives, strategies, and activities, with a view to determining problem areas and opportunities and recommending a plan of action to improve the company’s marketing performance.\t“\ufffd \ufffd \ufffd Market-based scorecard analysis\t“\ufffd \ufffd \ufffd Marketing audit\t“\ufffd \ufffd \ufffd Test market\t“\ufffd \ufffd \ufffd Marketing plan\t\u00a0\t13. \ufffd\u00a0 During which of the following stages in new product development decision-making do managers analyze if they can find a good idea consumers say they would try?\t“\ufffd \ufffd \ufffd business analysis\t“\ufffd \ufffd \ufffd concept development and testing\t“\ufffd \ufffd \ufffd idea screening\t“\ufffd \ufffd \ufffd idea generation\t\u00a0\t14. \ufffd\u00a0 When the Modern Museum of Art separated its consumers by whether they were culture-oriented or outdoor-oriented for its new exhibit on art that used natural materials, they were using ________ segmentation.\t“\ufffd \ufffd \ufffd personality\t“\ufffd \ufffd \ufffd behavioral occasions\t“\ufffd \ufffd \ufffd Psychographic lifestyle\t“\ufffd \ufffd \ufffd social class\t\u00a0\t15. \ufffd\u00a0 Which of the following is the strongest differentiator for brick-and-mortar stores who want to emphasize their superiority over online retailers?\t“\ufffd \ufffd \ufffd pricing\t“\ufffd \ufffd \ufffd product range\t“\ufffd \ufffd \ufffd the shopping experience\t“\ufffd \ufffd \ufffd product quality\t\u00a0\t16. \ufffd\u00a0 In an attempt to improve their product, a company that manufactures screwdrivers discusses the modification of each attribute, such as replacing the wooden handle with plastic, providing torque power, adding different screw heads, and so on. This creativity technique is called ________.\t“\ufffd \ufffd \ufffd attribute listing\t“\ufffd \ufffd \ufffd morphological analysis\t“\ufffd \ufffd \ufffd lateral analysis\t“\ufffd \ufffd \ufffd mind mapping\t\u00a0\t17. \ufffd\u00a0 Josh separated people who wanted a high quality lawn mower from people who wanted a low priced lawn mower, then examined whether different characteristics were associated with each consumer-response segment. Josh was defining segments using ________ considerations.\t“\ufffd \ufffd \ufffd behavioral\t“\ufffd \ufffd \ufffd demographic\t“\ufffd \ufffd \ufffd descriptive\t“\ufffd \ufffd \ufffd psychographic\t\u00a0\t18. \ufffd\u00a0 Joe is a computer service technician. People in his neighborhood usually depend on his suggestions for purchasing any computer accessory or hardware, as they believe he has access to far more information on computer technology than the average consumer. The neighbors are also aware that Joe has the required knowledge and background for understanding the technical properties of the products. Within this context, Joe can be called a(n) ________.\t“\ufffd \ufffd \ufffd transactional leader\t“\ufffd \ufffd \ufffd gate keeper\t“\ufffd \ufffd \ufffd role model\t“\ufffd \ufffd \ufffd opinion leader\t\u00a0\t19. \ufffd\u00a0 When a firm aims to underprice competitors and win market share, it is using a(n) ________ strategy that requires relatively fewer marketing skills as compared to other strategies.\t“\ufffd \ufffd \ufffd overall cost leadership\t“\ufffd \ufffd \ufffd product differentiation\t“\ufffd \ufffd \ufffd focus\t“\ufffd \ufffd \ufffd domestic customer relationship\t\u00a0\t20. \ufffd\u00a0 ________ analysis looks at specific products, territories, and so forth that failed to produce expected sales.\t“\ufffd \ufffd \ufffd Expense-to-sales\t“\ufffd \ufffd \ufffd Sales variance\t“\ufffd \ufffd \ufffd Microsales\t“\ufffd \ufffd \ufffd Full costing\t\u00a0\t21. \ufffd\u00a0 Sapphire Toys actually sells more than toys. It also sells branded clothing, music CDs, and books for children. This expansion of dealership sales offerings is an attempt to increase the value of the customer base by ________.\t“\ufffd \ufffd \ufffd enhancing the growth potential of each customer through cross-selling\t“\ufffd \ufffd \ufffd making low-profit customers more profitable\t“\ufffd \ufffd \ufffd increasing the longevity of the customer relationship\t“\ufffd \ufffd \ufffd reducing the rate of customer defection\t\u00a0\t22. \ufffd\u00a0 Volkswagen concentrates on the small-car market and Porsche on the sports car market. These would be examples of what is called ________.\t“\ufffd \ufffd \ufffd single-segment concentration\t“\ufffd \ufffd \ufffd market specialization\t“\ufffd \ufffd \ufffd product specialization\t“\ufffd \ufffd \ufffd selective specialization\t\u00a0\t23. \ufffd\u00a0 Companies provide rewards to customers who buy often and in substantial amounts. These reward schemes are referred to as ________ programs.\t“\ufffd \ufffd \ufffd satisfaction\t“\ufffd \ufffd \ufffd benefit\t“\ufffd \ufffd \ufffd frequency\t“\ufffd \ufffd \ufffd profitability\t\u00a0\t24. \ufffd\u00a0 Which of the following questions is answered during the business analysis of ideas?\t“\ufffd \ufffd \ufffd Can we find a cost-effective, affordable marketing strategy?\t“\ufffd \ufffd \ufffd Can this product meet sales expectations?\t“\ufffd \ufffd \ufffd Will this product meet our profit goals?\t“\ufffd \ufffd \ufffd Have we got a technically and commercially sound product?\t\u00a0\t25. \ufffd\u00a0 You are the marketing research director of a medium-sized manufacturing firm and you would like to engage an outside marketing research firm to conduct field interviews. Which of the following categories of marketing research firms should you use?\t“\ufffd \ufffd \ufffd specialty-line marketing research firms\t“\ufffd \ufffd \ufffd custom marketing research firms\t“\ufffd \ufffd \ufffd global research management firms\t“\ufffd \ufffd \ufffd syndicated-service research firms\t\u00a0\t26. \ufffd\u00a0 Market-penetration, product-development, and market-development strategies would all be examples of ________ strategies.\t“\ufffd \ufffd \ufffd conglomerate\t“\ufffd \ufffd \ufffd horizontal\t“\ufffd \ufffd \ufffd concentric growth\t“\ufffd \ufffd \ufffd intensive growth\t\u00a0\t27. \ufffd\u00a0 ________ gives products the appearance of being more environmentally friendly without living up to that promise.\t“\ufffd \ufffd \ufffd Greenwashing\t“\ufffd \ufffd \ufffd Astroturfing\t“\ufffd \ufffd \ufffd Viral marketing\t“\ufffd \ufffd \ufffd Ambush marketing\t\u00a0\t28. \ufffd\u00a0 When a company introduces a product at a high price and then gradually drops the price over time, it is pursuing a ________ strategy.\t“\ufffd \ufffd \ufffd switching cost\t“\ufffd \ufffd \ufffd market-skimming pricing\t“\ufffd \ufffd \ufffd market-penetration pricing\t“\ufffd \ufffd \ufffd value-pricing\t\u00a0\t29. \ufffd\u00a0 It has been observed that most new products have shorter product life cycles. What is the reason for this?\t“\ufffd \ufffd \ufffd New products do not get adequate management support.\t“\ufffd \ufffd \ufffd Most new products are not backed by a marketable idea.\t“\ufffd \ufffd \ufffd Social and governmental constraints lead to this failure.\t“\ufffd \ufffd \ufffd Rivals quickly copy products that are successful.\t\u00a0\t30. \ufffd\u00a0 A group of products within a product class that are closely related because they perform a similar function, are sold to the same customer groups, are marketed through the same outlets or channels, or fall within given price ranges is known as a ________.\t“\ufffd \ufffd \ufffd product class\t“\ufffd \ufffd \ufffd product variant\t“\ufffd \ufffd \ufffd product line\t“\ufffd \ufffd \ufffd product type<\/p>\n","protected":false},"excerpt":{"rendered":"
1. \ufffd\u00a0\u00a0\u00a0 The stage in the new product process that occurs first and has a pass ratio of 1:4 is the ________ stage. “\ufffd \ufffd \ufffd test marketing “\ufffd \ufffd \ufffd idea screening “\ufffd \ufffd \ufffd product development “\ufffd \ufffd Read More …<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-229135","post","type-post","status-publish","format-standard","hentry"],"_links":{"self":[{"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/posts\/229135","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/comments?post=229135"}],"version-history":[{"count":0,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/posts\/229135\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/media?parent=229135"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/categories?post=229135"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/tags?post=229135"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}