QUESTION Which of the following, if true, supports the CEO’s position? A) Snazzy decided that producing a line of energy drinks would be more profitable than attempting to penetrate international markets. B) Young males, as a group, consume more energy drinks than any other market segment. C) Energy drinks cost more per ounce than other […]
QUESTION All of the following questions are relevant for the evaluation of the claim above EXCEPT: A) Is the number of All American Burger restaurants in City A similar to the number of All American Burger restaurants in City B? B) Are there any All American Burger customers who would be very reluctant to try […]
QUESTION A new company selling a variety of energy drinks has studied the case of Apple’s “true believers.” The company decided to design its marketing campaign to convince customers that buying its energy drinks will make them independent and innovative. It expects to convince a sizeable percentage of the market, who will then promote the […]
QUESTION Which of the following, if true, most strengthens the argument above? A) All American Burger’s policy of posting nutritional information does not extend to new products. B) All American Burger’s competitors often experiment with different recipes offered in limited markets. C) The Hawaiian Burger sales were higher than the sales of the Slushpile, a […]
QUESTION Which of the following, if true, most strongly supports the VP of operations’ position? A) Industry-leading companies tend to target as wide a market as possible. B) Female professionals are more likely to stay with a known brand for expensive items such as cars. C) Female professionals tend to have a strongly positive opinion […]
QUESTION Which of the following, if true, weakens the VP of operations’ position? A) Success in the energy drink market was an important goal mentioned in the company’s annual report. B) Young males have demonstrated low awareness of many soda brands. C) Professionals tend to have more disposable income than nonprofessionals. D) Concern over social […]
QUESTION What is a new product? What will be an ideal response? ANSWER Answer: A new product is defined as a product that either (1) is a significant improvement over existing products or (2) performs a new function for the consumer. New products may be new to a company but not necessarily to the […]
QUESTION Primary data that companies collect from databases for the purpose of getting accurate customer information to use when making marketing decisions can also be used how? What will be an ideal response? ANSWER Answer: Primary data collected from databases can be used for one-to-one marketing (reducing marketing segmentation to individual customers). Explanation: One-to-one […]
QUESTION What are the advantages and disadvantages of using primary data sources and secondary data sources when conducting market research? What will be an ideal response? ANSWER Answer: Secondary data is cheaper and easier to obtain, but it is open to competitors, may not fit a company’s needs, and may be out of date. […]
QUESTION Which of the following, if true, strengthens the argument for keeping the traditional product line? A) The aging product line is disproportionately taking up management’s time. B) Other companies are keeping their competing product lines intact using promotion tactics and aggressive price cutting. C) A miniscule band of loyal customers still prefers the company’s […]
