QUESTION Which of the following, if true, supports the argument for a product adaptation strategy? A) Tandem’s product assembly costs have been increasing over the years. B) Mountain bikes are classified as high-involvement purchases. C) Models comparable to Rider 360 have not done well in Australia. D) The level of differentiation between current Tandem offerings […]
QUESTION Which of the following, if true, supports a straight extension strategy? A) The company has a state-of-the-art research and development center. B) Australian terrain and riding conditions resemble cross-country riding conditions in America. C) Research shows that most Australians spend 60 percent of their leisure time playing sports or exercising. D) Most sports goods […]
QUESTION Which of the following, if true, best supports the argument that Zappos should move toward a mass marketing campaign? A) Zappos’ competitors in Web retailing tend to adopt mass marketing campaigns. B) Zappos’ customers who buy shoes are more loyal to Zappos than Zappos’ customers who buy accessories. C) Zappos’ market research reveals that […]
QUESTION Which of the following, if true, most strengthens the senior manager’s argument? A) Research suggests that consumers are looking for more variety in this product category. B) The majority of India’s consumer market is located at the bottom of the pyramid. C) Few competitors in the market offer basic cell phones because of increasing […]
QUESTION All of the following questions are relevant to Zappos’ decision to move toward a mass marketing campaign EXCEPT which one? A) Will Zappos be able to convince customers who have no history with Zappos that Zappos will provide excellent customer service? B) Are the potential customers who view Zappos’ advertisements in magazines and newspapers […]
QUESTION If the less expensive clothing lines are priced higher than most of the other clothing lines sold by these retailers, then those retailers most likely believe what? A) A significant percentage of their customers are aware of some high-end fashion designers. B) A substantial number of their customers would be interested in expensive high-end […]
QUESTION Give an example of price bundling from your own experience. What will be an ideal response? ANSWER Answer: When I bought my snowmobile, the dealer added a helmet at no extra charge. Explanation: Bundling is the practice of pricing two or more products together as a unit.
QUESTION Extensive analysis reveals that if Personal Devices offered Indian customers products at a number of different price points, the company would initially earn more profits but damage the brand in the long term. Which of the following, if true, supports the argument that Personal Devices should offer products at multiple price points? A) One […]
QUESTION Which of the following questions would most likely have to be answered using marketing research as opposed to internal information or marketing intelligence? A) To what extent would existing Red Bull customers be interested in an enhanced-water product? B) To what extent have Red Bull customers suggested that Red Bull expand into other drink […]
QUESTION Which of the following, if true, most strongly supports a decision by Red Bull to produce a line of enhanced waters? A) Red Bull’s current customers drink enhanced waters at rates similar to the rates of customers of other energy drinks. B) Enhanced water typically has higher production costs than other drinks, but it […]
