Question # 1

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

All of the following phrases reflect a firm's value proposition, except which one?

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Altoids is positioned as "the curiously strong mint

Porsche promises driving performance and excitement

Cheer laundry detergent promises powerful cleaning at all temperatures

All of the above are correct

None of the above is correct

Which one is the best description of "channel conflict"?

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There would be too many customers on a company's site at one time

If a company sells its products or services online,it would be competing with its offline retailers

It would be had to find its business online

The online description of a product would not be convincing enough to close a sale

Nearly 40 million Americans are working out of their homes with electronic conveniences. They are called the _________ market.

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telecommuters

SOHO

mobile

work-at-home

Which of the following will likely not be revealed in a test market'?

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Price sensitivity

Time of day the typical purchase is made

Consumers reactions to an end-of-aisle display

None of the above

What is our business? Who's our customer?What do our customers value?What should our business be?All these simple-sounding questions definite a firm's ___________ .

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objective and goals

mission statement

business portfolio

marketing and functional strategies

What is the most important point in retailing success?

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Fair prices

Good atmosphere

Helpful employees

Location

Henry Ford's philosophy was to perfect the Model-T so that its cost could be reduced further for increased consumer affordability. This reflects the _______

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Product concept

Marketing concept

Marketing mix

Production concept

Selling concept

________ should he market oriented and defined in terms of _________

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Strategic plans; company needs

Annual plans; product needs

Long-range plans; company needs

Mission statements; customer needs

With target costing, marketers will first ________ and then _______ .

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build the marketing mix; identify the target market

identify the target market; build the marketing mix

design the product; determine its cost

determine a selling price; target costs to ensure that the price is met

Which stage of the typical consumer product life cycle is out of place?

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Product development

Introduction

Maturity

Growth

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