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 Differentiate among brand names, brand marks, and trademarks. What will be an ideal response? ANSWER Answer: Brand names are those parts of a brand that can be expressed verbally, such as by words, letters, or numbers. Brand names are those parts of a brand that cannot be expressed verbally, such as graphics and […]
QUESTION What is a brand manager, or product manager, responsible for? What will be an ideal response? ANSWER Answer: A brand manager, or product manager, is responsible for the key elements of the marketing mix—product, price, place, and promotion—for one brand or one product line. Explanation: Many companies have a brand manager, or product […]
QUESTION What is a brand? What will be an ideal response? ANSWER Answer: A brand is a unique name, symbol, or design that identifies an organization and its product or service. Explanation: Brands fall into the three general classes of brand names, brand marks, and trademarks.
QUESTION In hopes of encouraging children to wash dishes, Squishy Sponge Company has come up with the idea of making animal-shaped sponges sized to a child’s hand. The product idea has been screened, and the product analysis has been conducted. What does the company have left to do? (Assume the product is successful at each […]
