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 Which of the following questions is LEAST relevant to Snazzy Sodas’ evaluation of the desirability of the young male market segment? A) What is the percentage of young males in the general population? B) What attitudes do members of this group likely have about Snazzy Sodas? C) How does the consumption of energy drinks […]
QUESTION Which of the following is most strongly supported by the statements above? A) Nike believes that its product lines cannot reach their potential unless they become the leader in their markets. B) Nike’s competitors fail to recognize the need to meet the special needs of each segment of the market. C) Nike’s goals have […]
QUESTION Which of the following, if true, most strengthens the argument for Fizz to introduce an energy drink? A) Studies indicate that consumers largely associate the company’s products with a healthy lifestyle. B) The energy drink market is highly concentrated, and there are only two major global players. C) The company has an extensive distribution […]
QUESTION Which of the following, if true, weakens the argument for the introduction of a Fizz energy drink? A) The other players in the energy drink market have long-term contracts with raw material suppliers. B) The demand for carbonated drinks has experienced a steady decline over the past few years. C) Unsteady input costs have […]
QUESTION Which of the following actions is most consistent with Nike’s goals? A) using the same product designs for men’s running shoes and women’s running shoes B) producing formal attire in a variety of sizes and colors for both men and women C) focusing exclusively on shoes instead of the larger category of sports products […]
QUESTION Which of the following, if true, strengthens the argument for dropping the traditional product line? A) Faced with a shrinking market, competitors are dropping their comparable product lines. B) If sales hold up, the company can harvest the product line by reducing costs associated with the plant and equipment, maintenance, R&D, and advertising. C) […]
QUESTION What happened during the production era? What will be an ideal response? ANSWER Answer: Emphasis was on production. The production concept emphasized producing as many goods as possible because there was an unlimited demand. Producers were small time (farmers, tradesmen), goods were handmade and scarce, and demand was high. This represented a seller’s […]
QUESTION Maura works for a huge online shoe seller. Her job is to look through the database of customer buying records so the company will be better able to use one-to-one marketing with its customers going forward. What is the name for what Maura is doing, and what is she looking for? What will be […]
QUESTION When developing a marketing strategy, you need a plan for what three things? What will be an ideal response? ANSWER Answer: (1) for identifying the target market among market segments, (2) for creating the right marketing mix to reach that target market, and (3) for dealing with important forces in the external marketing […]
