QUESTION Which of the following, if true, suggests that there was a failure in planning in the marketing of the thermal leak detector? A) Inventory of the thermal leak detector has consistently been insufficient. B) Advertisements for the thermal leak detector failed to illustrate the amount of money that could be saved by identifying leaks. […]
QUESTION Which of the following questions would have been most important for Black & Decker to ask before it decided to produce the thermal leak detector? A) What is the most effective way to package the product to protect it and communicate its value? B) How can retailers be persuaded to devote enough shelf space […]
QUESTION Which of following, if true, strengthens the VP’s argument? A) Grips customers are not very brand loyal and tend to choose Grips based on price alone. B) Customers are demanding more variety in the present product category. C) The company’s previous efforts at line extension resulted in the cannibalization of sales of its existing […]
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 What is the general rule to help you determine which distribution channel is best for your product? What will be an ideal response? ANSWER Answer: The general rule is: Make the product available in whatever number of locations, great or small, is needed to satisfy customers. Explanation: Knowing which distribution channel is best […]
QUESTION Which of the following, if true, most strengthens the argument for continuing direct mail marketing? A) The consumers that direct mail marketing reaches are much better prospects compared to those reached by advertising. B) Direct mail marketing accounts for 34 percent of all U.S. direct marketing spending. C) Direct mail marketing has proven to […]
QUESTION What would a company most likely consider when deciding between air and water as a mode of overseas transportation? What will be an ideal response? ANSWER Answer: The two biggest factors most companies consider when choosing between air and water for overseas transportation are price and time. While water is the cheapest form […]
