MKT 421 Final Exam - Latest 2014
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1
A producer might use a "pulling policy" rather than a "pushing policy" if:
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Intermediaries are reluctant to handle a new product.
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Its sales force has been very successful getting wholesalers and retailers to handle its product.
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It has a very limited promotion budget.
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It is offering a very "high-tech" product to a small product-market.
2
When new product ideas are chosen based on ratings and comments from customers, this process is called ______.
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Creative resourcing
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Idea engineering
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Reaction engineering
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Crowdsourcing
3
The primary purpose of branding is:
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To prevent competitors from stealing product ideas.
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To boost customer satisfaction.
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To identify a product.
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To enhance package design.
4
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The company tries to follow an organized new-product development process—rather than using a faster and more spontaneous, "race-to-market" approach.
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The managers worry too much about the competition.
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The product fails to offer the customer a unique benefit.
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The company delays putting the product on the market until it develops a complete marketing plan.
5
Genetech Corp. has invested heavily to develop a patented new product. Genetech wants to achieve a rapid return on its investment. It probably should set a ______________ pricing objective.
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Status quo
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Target return
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Profit maximization
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Sales-oriented
6
In the American Marketing Association's Statement of Ethics, which ethical value stresses a firm's attempts to balance the needs of its buyers with the interests of sellers?
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Responsibility
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Citizenship
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Fairness
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Honesty
7
David Oreck advertises Oreck vacuum cleaners via commercials...