Question 1

Which of the following organizations is likely to use the multiple-factor index method to estimate the market potential?

Accepted Answer

A)  a firm that manufactures auto parts 
B)  a firm that provides facility management services to large offices 
C)  a company that provides Web site development services for small businesses 
D)  a company that manufactures diagnostic machines for hospitals 
E)  a firm that manufactures fashionable clothes for teenagers 
A)  a firm that manufactures auto parts 
B)  a firm that provides facility management services to large offices 
C)  a company that provides Web site development services for small businesses 
D)  a company that manufactures diagnostic machines for hospitals 
E)  a firm that manufactures fashionable clothes for teenagers

Question 2

A growing population does not mean growing markets unless ________.

Accepted Answer

A)  the people are under a democratic system of government 
B)  there is common ownership of all resources 
C)  people have sufficient purchasing power 
D)  there is adequate governmental intervention in the market 
E)  the government has a budget surplus 
A)  the people are under a democratic system of government 
B)  there is common ownership of all resources 
C)  people have sufficient purchasing power 
D)  there is adequate governmental intervention in the market 
E)  the government has a budget surplus

Question 3

Philips Lighting's first shot at marketing a standalone compact fluorescent light (CFL)bulb was Earth Light, at $15 each versus 75 cents for incandescent bulbs. The product had difficulty climbing out of its deep green niche, as such marketing efforts of Philips suffered from the "green marketing myopia". Identify the three ways of avoiding this.

Accepted Answer

The three keys to avoiding green marketi

Question 4

A ________ is a conservative estimate of the expected volume of sales, primarily for making
Current 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 5

The internal records system supplies results data, but the marketing intelligence system supplies ________ data.

Accepted Answer

A)  internal 
B)  revenue 
C)  thematic 
D)  happenings 
E)  process 
A)  internal 
B)  revenue 
C)  thematic 
D)  happenings 
E)  process

Question 6

Corporate environmentalism recognizes the need to integrate environmental issues into the firm's strategic plans.

Accepted Answer

A) True 
 B)False

Question 7

Discuss the impact of tougher environmental regulations on businesses, citing examples whenever possible. Also, point out opportunities, if any, presented by these regulations.

Accepted Answer

Environmental regulations adversely affe

Question 8

As the manager of an organization that is attempting to build a Marketing Information System (MIS), you have been informed that a MIS is built upon three fundamental information sources. The sources are ________, marketing intelligence activities, and marketing research.

Accepted Answer

A)  external records and documents 
B)  databases found on the Internet 
C)  consultant reports 
D)  internal company records 
E)  secondary data from government sources such as the Better Business Bureau 
A)  external records and documents 
B)  databases found on the Internet 
C)  consultant reports 
D)  internal company records 
E)  secondary data from government sources such as the Better Business Bureau

Question 9

Prestige LLC, a small company that manufactures specialty cereals and energy bars, wants to launch a "green marketing" program in response to heightened consumer awareness about environmental issues. What should the company do to maximize the program's chances of being successful?

Accepted Answer

A)  demonstrate that the products will benefit both customers and the society in the long-term 
B)  emphasize benefits to the consumer rather than environmental benefits 
C)  focus on the efforts and costs incurred by the company to bring these "green" products to consumers 
D)  engage in "greenwashing" to highlight the environmental benefits of the product 
E)  explain the rules and regulations laid out by governmental agencies to protect the environment 
A)  demonstrate that the products will benefit both customers and the society in the long-term 
B)  emphasize benefits to the consumer rather than environmental benefits 
C)  focus on the efforts and costs incurred by the company to bring these "green" products to consumers 
D)  engage in "greenwashing" to highlight the environmental benefits of the product 
E)  explain the rules and regulations laid out by governmental agencies to protect the environment

Question 10

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 11

Companies assume that the lower the product-penetration percentage, the lower will be the market potential.

Accepted Answer

A) True 
 B)False

Question 12

Suppose an individual buyer purchases three pairs of shoes each year at $50 each pair and that there are 50 million such consumers in the economy. Compute the total market potential for shoes.

Accepted Answer

A)  $6,500 million 
B)  $5,000 million 
C)  $75 billion 
D)  $7,500 million 
E)  $10,000 million 
A)  $6,500 million 
B)  $5,000 million 
C)  $75 billion 
D)  $7,500 million 
E)  $10,000 million

Question 13

The base sales of an organization that takes place even without any demand-stimulating expenditures is called ________.

Accepted Answer

A)  primary demand 
B)  market potential 
C)  market minimum 
D)  optimum demand 
E)  market demand 
A)  primary demand 
B)  market potential 
C)  market minimum 
D)  optimum demand 
E)  market demand

Question 14

A growing portion of U.S. R&D expenditures goes to the development as opposed to the research side.

Accepted Answer

A) True 
 B)False

Question 15

________ measures the impact of a set of causal factors (such as income, marketing expenditures, and price)on the sales level.

Accepted Answer

A)  Timeseries analysis 
B)  Statistical demand analysis 
C)  Econometric analysis 
D)  Cost effectiveness analysis 
E)  Exponential smoothing 
A)  Timeseries analysis 
B)  Statistical demand analysis 
C)  Econometric analysis 
D)  Cost effectiveness analysis 
E)  Exponential smoothing

Which of the following organizations is likely to use the multiple-factor index method to estimate the market potential?

A growing population does not mean growing markets unless ________.

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

The internal records system supplies results data, but the marketing intelligence system supplies ________ data.

Corporate environmentalism recognizes the need to integrate environmental issues into the firm's strategic plans.

Discuss the impact of tougher environmental regulations on businesses, citing examples whenever possible. Also, point out opportunities, if any, presented by these regulations.

As the manager of an organization that is attempting to build a Marketing Information System (MIS), you have been informed that a MIS is built upon three fundamental information sources. The sources are ________, marketing intelligence activities, and marketing research.

Prestige LLC, a small company that manufactures specialty cereals and energy bars, wants to launch a "green marketing" program in response to heightened consumer awareness about environmental issues. What should the company do to maximize the program's chances of being successful?

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

Companies assume that the lower the product-penetration percentage, the lower will be the market potential.

Suppose an individual buyer purchases three pairs of shoes each year at $50 each pair and that there are 50 million such consumers in the economy. Compute the total market potential for shoes.

The base sales of an organization that takes place even without any demand-stimulating expenditures is called ________.

A growing portion of U.S. R&D expenditures goes to the development as opposed to the research side.

________ measures the impact of a set of causal factors (such as income, marketing expenditures, and price)on the sales level.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Conducting Marketing Research

Creating Long-Term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

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 Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Introducing New Market Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization for the Long Run

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Exam 3: Collecting Information and Forecasting Demand

Which of the following organizations is likely to use the multiple-factor index method to estimate the market potential?

A growing population does not mean growing markets unless ________.

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

The internal records system supplies results data, but the marketing intelligence system supplies ________ data.

Corporate environmentalism recognizes the need to integrate environmental issues into the firm's strategic plans.

Discuss the impact of tougher environmental regulations on businesses, citing examples whenever possible. Also, point out opportunities, if any, presented by these regulations.

As the manager of an organization that is attempting to build a Marketing Information System (MIS), you have been informed that a MIS is built upon three fundamental information sources. The sources are ________, marketing intelligence activities, and marketing research.

Prestige LLC, a small company that manufactures specialty cereals and energy bars, wants to launch a "green marketing" program in response to heightened consumer awareness about environmental issues. What should the company do to maximize the program's chances of being successful?

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

Companies assume that the lower the product-penetration percentage, the lower will be the market potential.

Suppose an individual buyer purchases three pairs of shoes each year at $50 each pair and that there are 50 million such consumers in the economy. Compute the total market potential for shoes.

The base sales of an organization that takes place even without any demand-stimulating expenditures is called ________.

A growing portion of U.S. R&D expenditures goes to the development as opposed to the research side.

________ measures the impact of a set of causal factors (such as income, marketing expenditures, and price)on the sales level.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Conducting Marketing Research

Creating Long-Term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

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 Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Introducing New Market Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization for the Long Run

Filters