Question 1

In the first two-and-a-half years of the iPad's existence, Apple sold ________ million units worldwide.

Accepted Answer

A)  97 
B)  45 
C)  63 
D)  112 
E)  91 
A)  97 
B)  45 
C)  63 
D)  112 
E)  91

Question 2

The absolute limit of company demand is the market potential; the two would be equal if the company captured 100 percent of the market.

Accepted Answer

A) True 
 B)False

Question 3

A ________ is a conservative estimate of the expected volume of sales for a business, primarily for making purchasing, production, and cash flow decisions.

Accepted Answer

A)  sales budget 
B)  company sales forecast 
C)  sales quota 
D)  company sales potential 
E)  market potential 
A)  sales budget 
B)  company sales forecast 
C)  sales quota 
D)  company sales potential 
E)  market potential

Question 4

Competitive intelligence gathering is inherently illegal and unethical.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is true of the various elements of the multi-factor index method of estimating area market potentials?

Accepted Answer

A)  Zip+4 code centers generally have stable boundaries and a population of about 4000. 
B)  The weights in the buying-power index are somewhat arbitrary. 
C)  Normally, the lower the BDI, the less room there is to grow the brand. 
D)  Census tracts are a little larger than neighborhoods. 
E)  This method is primarily used by business marketers. 
A)  Zip+4 code centers generally have stable boundaries and a population of about 4000. 
B)  The weights in the buying-power index are somewhat arbitrary. 
C)  Normally, the lower the BDI, the less room there is to grow the brand. 
D)  Census tracts are a little larger than neighborhoods. 
E)  This method is primarily used by business marketers.

Question 6

If the ratio between current and potential levels of market demand is close to one, what can you infer about the industry's market-penetration index and the growth potential of the firms in the industry?

Accepted Answer

The industry has a high market

Question 7

Which of the following is the largest contributor to global warming, contributing almost a quarter of the carbon dioxide in the environment?

Accepted Answer

A)  transportation 
B)  industrial production facilities 
C)  electrical power plants 
D)  aerosol cans 
E)  rural cooking fires 
A)  transportation 
B)  industrial production facilities 
C)  electrical power plants 
D)  aerosol cans 
E)  rural cooking fires

Question 8

Assume that you are a marketing manager for a youth clothing manufacturer that has just read about the megatrend of the "rising Hispanic influence" in the United States. Explain this megatrend and indicate why it might be important to your company.

Accepted Answer

The Hispanic population grew by 43 perce

Question 9

The ________ method of determining area market potential calls for identifying all the potential buyers in each market and estimating their potential purchases.

Accepted Answer

A)  group-discussion 
B)  market-test 
C)  market-buildup 
D)  brand development index 
E)  multiple-factor index 
A)  group-discussion 
B)  market-test 
C)  market-buildup 
D)  brand development index 
E)  multiple-factor index

Question 10

The competitive intelligence function works best when it is closely coordinated with the decision-making process.

Accepted Answer

A) True 
 B)False

Question 11

Suppose Concrete Express, a cement manufacturing firm, finds that its sales have increased by 3 percent this year, while industry sales have increased by 5 percent. This implies that ________.

Accepted Answer

A)  Concrete Express has acquired additional market share in relation to the cement industry 
B)  Concrete Express is losing its relative standing in the cement industry 
C)  other players in the industry are losing market share 
D)  the absolute market share of Concrete Express has declined 
E)  Concrete Express's position in relation to the industry has remain unchanged 
A)  Concrete Express has acquired additional market share in relation to the cement industry 
B)  Concrete Express is losing its relative standing in the cement industry 
C)  other players in the industry are losing market share 
D)  the absolute market share of Concrete Express has declined 
E)  Concrete Express's position in relation to the industry has remain unchanged

Question 12

The heart of the internal records system is the ________ because customers favor firms that can promise timely delivery.

Accepted Answer

A)  sales information system 
B)  data mining system 
C)  order-to-payment cycle 
D)  information needs probe 
E)  data warehouse 
A)  sales information system 
B)  data mining system 
C)  order-to-payment cycle 
D)  information needs probe 
E)  data warehouse

Question 13

People vary in their views of society and their consumption patterns often reflect their social attitudes. ________ usually eat, dress, and live well.

Accepted Answer

A)  Makers 
B)  Escapers 
C)  Seekers 
D)  Changers 
E)  Developers 
A)  Makers 
B)  Escapers 
C)  Seekers 
D)  Changers 
E)  Developers

Question 14

A company's sales potential would be equal to market potential if ________.

Accepted Answer

A)  the marketing expenditure of the company is reduced to zero 
B)  industry marketing expenditures approach infinity for a given marketing environment 
C)  the market is non-expandable 
D)  market minimum is equal to market potential 
E)  the company gets 100 percent share of the market 
A)  the marketing expenditure of the company is reduced to zero 
B)  industry marketing expenditures approach infinity for a given marketing environment 
C)  the market is non-expandable 
D)  market minimum is equal to market potential 
E)  the company gets 100 percent share of the market

Question 15

Firms find "reverse innovation" advantage by introducing a commodity in a ________.

Accepted Answer

A)  developed country and then distributing it globally 
B)  developing country and then distributing it in other developing countries 
C)  developing country and then distributing it globally 
D)  developed country and then distributing it in developing countries 
E)  developed country and then distributing it in other developed countries 
A)  developed country and then distributing it globally 
B)  developing country and then distributing it in other developing countries 
C)  developing country and then distributing it globally 
D)  developed country and then distributing it in developing countries 
E)  developed country and then distributing it in other developed countries

Question 16

The penetrated market is the set of consumers who have an interest in a market offer but do not have the accessibility.

Accepted Answer

A) True 
 B)False

Question 17

Organix Internationals LLC is planning to introduce its new range of breakfast cereals. List the different product levels that it considers while formulating the demand estimates for the new product.

Accepted Answer

The six different product levels that Or

Question 18

Market demand for a product is the total volume that would be bought by a defined customer group in a defined geographical area in a defined time period in a defined marketing environment under a defined marketing program.

Accepted Answer

A) True 
 B)False

Exam 3: Collecting Information and Forecasting Demand

In the first two-and-a-half years of the iPad's existence, Apple sold ________ million units worldwide.

The absolute limit of company demand is the market potential; the two would be equal if the company captured 100 percent of the market.

A ________ is a conservative estimate of the expected volume of sales for a business, primarily for making purchasing, production, and cash flow decisions.

Competitive intelligence gathering is inherently illegal and unethical.

Which of the following is true of the various elements of the multi-factor index method of estimating area market potentials?

If the ratio between current and potential levels of market demand is close to one, what can you infer about the industry's market-penetration index and the growth potential of the firms in the industry?

Which of the following is the largest contributor to global warming, contributing almost a quarter of the carbon dioxide in the environment?

Assume that you are a marketing manager for a youth clothing manufacturer that has just read about the megatrend of the "rising Hispanic influence" in the United States. Explain this megatrend and indicate why it might be important to your company.

The ________ method of determining area market potential calls for identifying all the potential buyers in each market and estimating their potential purchases.

The competitive intelligence function works best when it is closely coordinated with the decision-making process.

Suppose Concrete Express, a cement manufacturing firm, finds that its sales have increased by 3 percent this year, while industry sales have increased by 5 percent. This implies that ________.

The heart of the internal records system is the ________ because customers favor firms that can promise timely delivery.

People vary in their views of society and their consumption patterns often reflect their social attitudes. ________ usually eat, dress, and live well.

A company's sales potential would be equal to market potential if ________.

Firms find "reverse innovation" advantage by introducing a commodity in a ________.

The penetrated market is the set of consumers who have an interest in a market offer but do not have the accessibility.

Organix Internationals LLC is planning to introduce its new range of breakfast cereals. List the different product levels that it considers while formulating the demand estimates for the new product.

Market demand for a product is the total volume that would be bought by a defined customer group in a defined geographical area in a defined time period in a defined marketing environment under a defined marketing program.

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Conducting Marketing Research

Creating Long-Term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Tapping Into Global Markets

Identifying Market Segments and Targets

Crafting the Brand Positioning

Creating Brand Equity

Addressing Competition and Driving Growth

Setting Product Strategy

Designing and Managing Services

Introducing New Market Offerings

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Digital Communications: Online, Social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Managing a Holistic Marketing Organization for the Long Run

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