Chapter 11 Marketing Study Questions
a. Emphasis switches from aggressive brand advertising to primary demand promotion.
b. Competition intensifies as more competitors enter the market.
c. Demand for the product is stimulated rather than for a specific brand.
d. Profits rise and remain at their peak throughout the growth phase.
a. are test marketed in locations isolated from the media.
b. do not match its features with competitors’ products.
c. offer no discernible benefits compared to existing products.
d. are promoted continuously at regular intervals.
a. It cannot be used to test established products.
b. It prevents management from evaluating alternative strategies.
c. It leads to problems in assessing how well various aspects of the marketing mix fit together.
d. It exposes the new product and its marketing mix before its introduction.
a. idea screening stage
b. idea generation stage
c. business analysis stage
d. test marketing stage
a. Marketing costs will be low when the headphones are introduced.
b. A market position will automatically be established.
c. Sales will increase slowly and profits will be negative.
d. The sales force of Mercury Corp. will invest less to secure distribution.
a. laggards’ views about the future heavily influence their decisions
b. laggards’ independence is rooted in their ties to tradition
c. laggards want to be opinion leaders
d. laggards have a worldly outlook
a. do not focus on meeting smaller markets’ requirements.
b. design their products to meet regulations in their major markets.
c. believe that all products have the potential for global market penetration without modification.
d. develop products that are common across all markets and populations.
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