MKT 421 Final Exam - Latest 2014

MKT 421 Final Exam - Latest 2014

MKT 421 Final Exam - Latest 2014

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A producer might use a "pulling policy" rather than a "pushing policy" if:

Intermediaries are reluctant to handle a new product.

Its sales force has been very successful getting wholesalers and retailers to handle its product.

It has a very limited promotion budget.

It is offering a very "high-tech" product to a small product-market.
When new product ideas are chosen based on ratings and comments from customers, this process is called ______.

Creative resourcing

Idea engineering

Reaction engineering

The primary purpose of branding is:

To prevent competitors from stealing product ideas.

To boost customer satisfaction.

To identify a product.

To enhance package design.

The company tries to follow an organized new-product development process—rather than using a faster and more spontaneous, "race-to-market" approach.

The managers worry too much about the competition.

The product fails to offer the customer a unique benefit.

The company delays putting the product on the market until it develops a complete marketing plan.
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.

Status quo

Target return

Profit maximization

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?




David Oreck advertises Oreck vacuum cleaners via commercials...

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