Question # 1

Your firm added three new products earlier this year to add variety for customers. Two of them failed to reach even minimal sales. What could be a possible cause?

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The market size may have been overestimated

The actual products may not.have been designed.as well as they should have been

The products were not positioned correctly in the market

All of the above

The marketing information system can serve __________ .

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the company's marketing managers

suppliers

resellers

marketing services agencies

all of the above

________ uses buyers' perceptions of what a product is worth, not the seller's cost, as the key to pricing.

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Value-based pricing

Target costing

Variable costs

Price elasticity

When major producers or suppliers work directly with a major retailer in ordering and shipping products, they often use _________ to save time and money

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dual distribution modes

continuous inventory replenishment systems

the Internet

their own trucking and distribution systems

Which is not true of mature consumers?

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The best strategy is to appeal to their active, multidimensional lives

They are an ideal market for exotic travel

High-tech home entertainment products appeal to them

They place more importance on brand names and are more brand loyal

Canada Dry and Colgate-Palmolive have appointed _________ managers to maintain and protect their brand's images, associations, and quality, and to prevent short-term actions by overeager brand managers from hurting the brand.

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product line

service

brand equity

brand extension

Pooling resources with other firms in order to succeed beyond managing the supply chain illustrates the _______ partnership

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Management contracting

Licensing

Supply chain management

Strategic alliance

Exporting

The ________ is used/depicted when new types of retailing forms begin as low-margin, low-price, low-status operations. These new retailers challenge established retailers and eventually take their place.

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agent

broker

wheel-of-retailing concept

warehousing

Target marketing sometimes generates controversy and concern.Issues usually involve the targetting of ___________ consumers with _______ products.

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elderly; expensive

young; appealing

vulnerable or disadvantaged; controversial or potentially harmful

vulnerable; potentially harmful

Rachel Patino works for a wholesale company called Distributors Unlimited. She is responsible for buying and selling goods at a profit to small retailers. What is her market?

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Business

Reseller

Wholesale

Consumer

Your assistant wants to use secondary data exclusively for the current research project. You advise him that the use of secondary data has some potential problems. Which of the following is not one of them?

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It may not exist

All of the needed data is rarely available

It may not be useable

it is generally more expensive when purchased from the government

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