QUESTION Which of the following, if true, strengthens the CEO’s argument for brand extension? A) Apple has been successful in brand extensions. B) Grips could launch the new products under an entirely new brand name. C) Grips had to recall its products twice in the recent past due to quality concerns. D) Top management at […]
QUESTION Which of the following, if true, most seriously weaken the CEO’s argument for brand extension? A) Companies need to find new ways to increase revenues if they intend to stay in business. B) Grips started off as a bicycle retailer before finding its niche as a tire manufacturer. C) Most of Grips’ current customers […]
QUESTION Which of the following, if true, most seriously weakens the VP’s argument? A) Customers often find it difficult to choose from the multiple products currently offered by Grips. B) Grips has a strong reputation with hardcore cycling enthusiasts but is relatively unknown to most consumers. C) Grips has recently faced negative publicity and plans […]
QUESTION Which of the following is the most compelling reason for Nuvo to adopt consumer-generated advertising? A) More and more companies seem to be embracing consumer-generated advertising. B) Nuvo can collect new creative ideas about the brand and what it means to users. C) Consumers should have absolute creative freedom and control over advertising. D) […]
QUESTION If Grips decided to launch a brand extension, which of the following products would be the best candidate for a new product under the Grips name? A) athletic clothing B) nutritional supplements C) skateboards D) vacuum cleaners E) breakfast cereal ANSWER Answer: C Explanation: C) Brand extension makes sense if the good qualities […]
QUESTION Which of the following, if true, most seriously weakens the argument for consumer-generated advertising? A) Research indicates that less than 10 percent of consumers participate in such programs. B) Not all consumer-generated advertising efforts are highly successful. C) Consumers tend to project negative product experiences in such programs. D) The future growth of consumer-generated […]
QUESTION Users of accounting information exist both inside and outside a firm. What will be an ideal response? ANSWER Answer: TRUE Explanation: Users of accounting information exist both inside and outside a firm. Inside users include managers and employees; outside users include stockholders, lenders, suppliers, and the government.
QUESTION While public accountants work inside one firm, private accountants work for any number of firms. What will be an ideal response? ANSWER Answer: FALSE Explanation: Private accountants work inside one firm, and public accountants work for any number of firms.
QUESTION Which of the following is the LEAST intrusive opt-in message for a direct marketing e-mail? A) “You have received this e-mail because you expressed interest in purchasing our products. You will receive further promotional notifications from Riverdale only if you click on the link below.” B) “Riverdale reserves the right to contact you with […]
QUESTION It is unethical for a company to be open with its employees about its financial status. What will be an ideal response? ANSWER Answer: FALSE Explanation: There is nothing illegal or unethical about a company being open with its employees about its financial status—its projections, costs, expenses, and even salaries. In fact, many […]
