Which of the following is a common cause of new product failures?

Which
of the following is true of direct distribution?
It
reduces a producer’s need for working capital.
Most
firms selling consumer products rely on direct distribution.
It
requires a significant investment in facilities.
Direct
distribution always serves customer needs better and at a lower cost.
Question
2
Most
firms in the business world set their prices using:
Cost-oriented
price setting.
Supply
and demand analysis.
Federal
price guidelines.
Demand-oriented
price setting.
Question
3
The
sales analysis of a product revealed that profits were highest when it was
initially introduced into the market with a high selling price. However, the
price was gradually reduced as it started facing competition as substitutes
entered the market. This is an example of a(n) _____.
Penetration
price policy
Introductory
price dealing
Skimming
price policy
Temporary
price cut policy
Question
4
When
a company provides its advertising agency with a statement about a new product
to use in designing an advertising campaign, and this statement includes a
description of the target market, the product type, the primary benefits of
using the product, and how this product is different from, and better than,
competitive products, what type of statement is this?
Determining
Positioning
Qualifying
Clustering
Question
5
Which
of the following is a common cause of new product failures?
The
company delays putting the product on the market until it develops a complete
marketing plan.
The
managers worry too much about the competition.
The
company tries to follow an organized new-product development processrather
than using a faster and more spontaneous, “race-to-market” approach.
The
product fails to offer the customer a unique benefit.
Question
6
Marketers
cannot assume that a product that meets consumer needs in one country will do
so in another. This is because:
Family
life cycles may be different.
Many
wants are culturally learned.
The
purchase situations may be different.
Economic
wants do not influence purchases in many regions of the world.
Question
7
Compared
with other approaches to business, the marketing concept is distinct in that
it:
Focuses
on sales.
Produces
new products and services.
Focuses
on satisfying customers’ needs.
Creates
a broad assortment of products.
Question
8
When
an advertiser pays a fixed amount (e.g. 70 cents) each time a Web surfer clicks
on the advertiser’s ad and links to the advertiser’s website, this process is
called a(n):
pay-per-view.
copy thrust.
pay-per-click.
pioneering
ad.
Question
9
A
producer might use a “pulling policy” rather than a “pushing
policy” if:
It
has a very limited promotion budget.
It
is offering a very “high-tech” product to a small product-market.
Its
sales force has been very successful getting wholesalers and retailers to
handle its product.
Intermediaries
are reluctant to handle a new product.
Question
10
More
than 600,000 loyal customers signed up in advance to purchase the iPhone4 in an
Apple store the first day it was available for sale in the U.S. What type of
response behavior were these Apple followers demonstrating?
Routinized
response
Dissonance
response
Limited
problem solving
Low-involvement
buying
Question
11
In
the American Marketing Association’s Statement of Ethics, which ethical value
stresses a firm’s attempts to balance the needs of its buyers with the
interests of sellers?
Responsibility
Fairness
Honesty
Citizenship
Question
12
The
primary purpose of branding is:
To
identify a product.
To
prevent competitors from stealing product ideas.
To
enhance package design.
To
boost customer satisfaction.
Question
13
The
advantages of working with an intermediary usually increase when there is:
A
greater number of customers.
Little
distance between customers.
A
smaller number of competing products.
Excellent
communication with customers.
Question
14
David
Oreck advertises Oreck vacuum cleaners via commercials that run on national
radio programs. He encourages consumers to “try my 8-pound Oreck vacuum
for free for 30 days,” and to return it if they aren’t satisfied. He then
provides an easy-to-remember toll-free telephone number that consumers can use
to place orders. Regarding the AIDA model, the free-trial period and
availability of a toll-free number are devices used mainly to:
Hold
interest.
Arouse
desire.
Obtain
action.
Get
attention.
Question
15
A
useful tool for organizing the competitor analysis is:
The
oligopoly chart.
A
competitor matrix.
Rivals
chart.
The
competitive summary.
Question
16
From
the perspective of macro-marketing, e-commerce specialists CarFax (which
provides vehicle history reports) and Cars.com (a website offering auto
comparison shopping) have emerged within the auto industry because:
The
role of the automotive sales person is becoming obsolete.
The
information they provide makes the exchange process between producers and
consumers more efficient and effective.
The
market needs competitive rivals to auto dealerships.
Auto
manufacturers need to sell direct to consumers.
Question
17
When
new product ideas are chosen based on ratings and comments from customers, this
process is called ______.
Creative
resourcing
Reaction
engineering
Idea
engineering
Crowdsourcing
Question
18
The
main difference between a “marketing strategy” and a “marketing
plan” is that:
A
marketing plan includes several marketing strategies.
A
marketing strategy provides more detail.
A
marketing strategy omits pricing plans.
Time-related
details are included in a marketing plan.
Question
19
Behavioral
targeting:
Tries
to place ads on websites that are designed to appeal to the firm’s target
market.
Tries
to reach target customers who are actually interested in what the firm has to
communicate.
Allows
advertisers to pay only when a customer clicks on the ad and links to the
advertiser’s website.

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