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co 1) the book promoters association of canada members recently questioned what could be d
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co 1) the book promoters association of canada members recently questioned what could be done to rejuvenate the canadian book
publishing industry. some members claimed the problem was canadian retailers had been replaced by wal-marts. others said the
problem was with stodgy promotions. still others said the problem was caused by too little money being budgeted to fund
marketing programs. it was time that canadian book publishers used __________ to save the industry. (points: 3)br advertising
br sales promotion br publicity br marketing research br tactical support br br br 2. (tco 1) the act of consciously choosing
from alternatives is called (points: 3)br a dilemma. br a quandary. br decision making. br a paradox. br a predicament. br br
br br br 3. (tco 1) research objectives are the (points: 3)br restrictions placed on potential solutions by the nature of the
research. br criteria or standards used in evaluating proposed solutions to the research. br goals the decision maker seeks
to achieve in conducting the marketing research. br conjecture about factors or situations that simplify the problem enough
to allow it to be solved using the proposed research. br specific goals an organization seeks to achieve and by which it can
measure its performance. br br br 4. (tco 1) obtaining data on the number of households that buy a particular product is an
example of which type of marketing research? (points: 3)br descriptive br explanatory br exploratory br causal br concrete br
br br 5. (tco 1) when home depot entered the quebec market, two percent of the population was aware of the retail chain. to
determine how effective its advertising was in the first 18 months of its presence in the canadian province, it conducted
awareness research for a second time. prior to conducting the research, it was decided that if at least 50 percent of the
population were aware of the home depot brand that it would continue its present advertising program. this is an example of
a(n) (points: 3)br objective br constraint br assumption br measure of success. br barrier to entrybr br br br br 6. (tco 3)
in the world of marketing, __________ are ideas about products or services. (points: 3)br concepts br notions br perceptions
br impressions br theoriesbr br br br br 7. (tco 1) secondary data are the (points: 3)br facts and figures that are newly
collected for the project at hand. br facts and figures obtained by watching people mechanically rather than in person. br
facts and figures obtained by asking people questions. br facts and figures that have already been recorded before the
project. br conclusions developed from information obtained from a representative sample of a population. br br br br br 8.
(tco 3) the process of segmenting a market and selecting specific segments as targets is the link between __________ and the
organization039s marketing program. (points: 3)br self-regulatory industry standards br government regulations br top-level
management br market needs br controllable environmental factors br br br br br 9. (tco 3) to create a __________ strategy,
nikeid.com allows customers to visit its website and design a sneaker to their own personal specifications. (points: 3)br
product sampling br product extrapolation br mass customization br usage segmentation br psychographic segmentation br br br
10. (tco 6) the five key steps in segmenting and targeting markets (points: 3)br help identify market needs. br provide
guidance to reposition products. br help create ideas for new products. br link market needs of customers to the organization
s marketing program. br are required by law. br br br 11. (tco 6) which of the following is not a criterion used in forming
segments? (points: 3)br potential for increased profit br similarity of needs of potential buyers within a segment br
competitive position br potential of marketing action to reach a segment br simplicity and cost of assigning potential buyers
to segments br br br br br 12. (tco 3, 5 ampamp 6) a market-product grid is a framework to relate (points: 3)br estimated
expenses for products sold to various market segments. br total anticipated revenue for each product to market segments. br
total anticipated profit for each product to segments. br the market segments of potential buyers to products offered or
potential marketing actions by an organization. br the market segments of potential buyers to relative market share compared
to closest competitor. br br br br br 13. (tco 6) which of the following is a criterion used for selecting a target segment?
(points: 3)br potential for increased profit br similarity of needs of potential buyers within a segment br difference of
needs of buyers among segments br potential of a marketing action to reach a segment br competitive position br br br br 14.
(tco 3, 5 ampamp 6) what does the term product positioning refer to? (points: 3)br a careful analysis of cross tabulations br
shelf locations in major chain, grocery, and department stores br geographic segmentation, often within major metropolitan
areas br the place a product offering occupies in consumers039 minds on important attributes br an old and outdated concept
no longer worthy of consideration in marketing planning br br br br br 15. (tco 3, 5 ampamp 6) which of the following data
are collected from consumers to develop a perceptual map for a particular product? (points: 3)br a listing of all prospective
brands and products br managerial judgments about how consumers perceive products br ratings of an ideal product s or brand s
attributes br rank order of the ratings of an existing brand039s preference relative to its competitors br all of the above
data are collected from consumers.br br br br br 16. (tco 1, 3, 5 ampamp 6) a __________ is a group of products that are
closely related because they satisfy a class of needs, are used together, are sold to the same customer group, are
distributed through the same types of outlets, or fall within a given price range. (points: 3)br product class br product mix
br product line br marketing category br product category br br br br br 17. (tco 1, 3, 5 ampamp 6) which of the following is
not an attribute of a new product? (points: 3)br the product is less than 6 months old. br the product requires a significant
degree of new learning by consumers. br the product is new in legal terms. br the product is new from a competitor039s
perspective. br the product is new from the organization039s perspective. br br br br br 18. (tco 1, 3, 5 ampamp 6) a young
musician goes on tour to promote his newest songs. the concerts are a huge success, but due to technical problems, the
musician039s songs are not posted to itunes until six weeks after the tour. why did song s sales fall far short of plans?
(points: 3)br poor product quality br insignificant point of difference br too little market attractiveness br poor execution
of the marketing mix br no economical access to buyers br br br 19. (tco 1, 3, 5 ampamp 6) a company defines the role for new
products in terms of the firm039s overall corporate objectives in the __________ stage of the new-product process. (points:
3)br idea generation br distinctive competency br new-product strategy development br business mission br strategic
management process br br br br br 20. (tco 3 ampamp 6) the market testing stage of the new-product process often involves
test markets or purchase laboratories in which the dependent variable is (points: 3)br consumer attitudes. br price br
advertising br product attributes. br sales br br br br 21. (tco 1, 3, 5 ampamp 6) the marketing objective for a product in
the __________ stage of the product life cycle is to create consumer awareness and gain trial. (points: 3)br introduction br
growth br maturity br decline br harvest br br br br br 22. (tco 1, 3, 5 ampamp 6) when the national cattlemenampacirc
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