MKTG 301 Test 2

Snazzy Sodas is known for a variety of all-natural sodas as well as its efforts toward social responsibility. The company has decided to produce a new line of energy drinks, and while it does not have the resources to promote its product widely, it can make a sizeable impact with a carefully-chosen market segment. The CEO favors marketing the product primarily to young males, but the VP of Operations recommends targeting female professionals.

Which of the following, if true, would weaken the CEO’s position?

Which of the following, if true, would most strongly support the VP of Operation’s position?

Which of the following, if true, would weaken the VP of Operation’s position?

Which of the following questions is LEAST relevant to Snazzy Sodas’ evaluation of the desirability of the young male market segment?

Lanen Corporation is a major imaging solutions provider. The company has three main divisions: one that manufactures digital cameras, another that provides industrial color management systems, and one that manufactures traditional photographic products such as optical cameras and films. The digital side of the business has been growing at a healthy pace in recent years. The company is in the process of developing an ultra-slim digital camera, code-named Snip, which can provide outputs that mirror high-resolution print quality, but this requires additional investments. Lanen’s management team thinks that traditional photographic products are in the decline stage of the product life cycle. Some managers believe that the company should exit this line of business.

Which of the following, if true, would strengthen the argument for dropping the traditional product line?

Assume that Lanen is one of the top three manufacturers of a line of traditional photographic equipment. One of the other top three competitors recently announced that it is exiting this business. Does this move affect Lanen’s decision? Why or why not?

Should Lanen Corporation decide to retain the traditional product line, which of the following recommendations would make the most business sense considering the stage of the product life cycle?

Which of the following, if true, would strengthen the argument for making additional investments in developing Snip?

Personal Devices Inc., based out of Portland, Oregon, is a manufacturer of premium cell phones. Most of the company’s handsets are equipped with high-end features such as large internal memory, sophisticated texting, camera and music functionalities, and data transfer capabilities. The company is planning to enter the Indian market. One of the senior managers argues that a stripped-down, low-priced model, without any extras, could be the starting point. The company can sell additional features added to the base model at higher price points.

Which of the following, if true, would most strengthen the senior manager’s argument?

Which of the following, if true, would weaken the argument for making additional investments in developing Snip?

Which of the following, if true, would weaken the senior manager’s argument?

Extensive analysis reveals that if Personal Devices offered Indian customers products at multiple price points, the company would initially earn more profits but damage the brand in the long term. Which of the following, if true, would support the argument that Personal Devices should offer products at multiple price points?

Extensive analysis reveals that if Personal Devices offered Indian customers products at multiple price points, the company would initially earn more profits but damage the brand in the long term. Which of the following, if true, would weaken the argument that Personal Devices should offer products at multiple price points?

A senior manager suggests that Personal should position itself in India only as a premium cell phone company. Which of the following, if true, would strengthen this argument?

Ask the true believers, and they’ll tell you simply that Apple’s products work better and do more, or that they’re simpler to use. But Apple buyer behavior has much deeper roots. Apple puts top priority on understanding its customers. It knows that, to Apple buyers, a Mac computer or an iPhone is much more than just a piece of electronics equipment. It’s a part of buyers’ own self-expression and lifestyle—a part of what they are. When you own a Mac, you are anything but mainstream. You’re an independent thinker, an innovator, out ahead of the crowd.

The statements above most strongly support which of the following conclusions?

Apple benefits from the beliefs of its “true believers” in all of the following ways EXCEPT:

Which of the following relationships between an organization and its customers is most similar to the relationship described above between Apple and Apple’s “true believers?”

As the Marketing Manager at TriState Dairies, you have been given the job of developing plans to market a new line of products called Cow Power for kids. Your first task is to determine a target demographic for the product.

Which of the following approaches is the worst choice and will be most likely to create problems if you choose it?

One of the options you are considering is marketing Cow Power with a single unified approach that is aimed at both boys and girls.

Which of the following is the greatest advantage of this approach?

For boys, you are thinking of using a famous NFL quarterback as Cow Power’s sole spokesperson. An advisor thinks that is a mistake and that you should focus on a variety of figures from different sports.

Is focusing the campaign on an NFL quarterback a good idea?

In your efforts to brand for all kids — both genders with the same approach — you have come up with a number of ideas.

Which of these ideas best suits your product and target demographic?

You are considering colors and flavors for Cow Power.

Which of the following is not an objection that is likely to be brought up for color and flavor additives?

One of your options is to market Cow Power as a powder that kids could mix with milk.

For which market segment would powdered Cow Power be most problematic?

You envision Cow Power as a treat that parents will give to kids as a reward.

Which packaging size best suits your conception of Cow Power being an individual treat?

Your team is still arguing about the formulation of Cow Power. One manager wants the product to be colored and flavored. Another manager wants just flavored, uncolored milk, while a third team member wants colored, unflavored milk.

What would be the best way to resolve this issue?

You have made decisions on product formula, promotion, and packaging. It is now time to test your product.

Which of the following test approaches is best for your product?

Your nonstandard packaging in market tests experienced a problem: people don’t recognize Cow Power as real milk. Your first impulse is to change the packaging. Your boss, however, loves the packaging and thinks it can be made to work.

Which of the following approaches is most likely to work?

Laurie purchases items for her family’s personal use, such as food and clothing. Laurie and her family are part of which market?

After certain types of sales, marketers often send consumers communications to help them feel good about their purchases. Marketers do so in order to:

Consumers do not always assign the same meaning to a marketer’s message that was intended by the marketer. This is because of consumers’:

While watching the Super Bowl, you become intrigued by an ad for a radical new product, which you buy the following week. In this circumstance you are behaving like a(n):

The speed of adoption for new products that are technologically advanced is particularly dependent upon which of the following new product characteristics?

Business buyer demand is derived from:

Dell manufacturers computers but purchases many of the components from other manufacturers. If Dell desires to renegotiate a more favorable purchase agreement or seeks a new supplier for a part, which type of buying situation fits this scenario?

Economic developments, technological changes, and culture and customs are among the ______ influences that impact business buyer behavior.

All EXCEPT which of the following are examples of the first stage of the buying process?

When purchasing goods and services, University Medical Center solicits bids on the Internet and awards their business to the low bidder. This is an example of a(n):

As the marketing manager of Holden-Evan, a health, home, and beauty consumer products company, your task is to determine how best to target and position several new beauty products. Smoothsayer, an expensive new skin cream, is one of the products you are analyzing.

In choosing segmentation variables for Smoothsayer, which of the following identifies the strongest reason for choosing social class as one of your segmentation variables?

In promoting Smoothsayer, your first inclination is to target the 35 and up market because the product is primarily an anti-aging cream. However, an associate points out that Smoothsayer is an effective acne fighter and protects against the sun’s harmful UV rays.
How do these facts change your thinking about Smoothsayer’s target market?

It seems clear that Smoothsayer has appeal to both the 35 and up market and the younger market. To reach both segments, an advisor suggests that you launch two separate market campaigns, one aimed at the older market, the other aimed at the younger market.
Which conclusion is the best response to this suggestion?

An advisor points out that Smoothsayer has qualities that would benefit men as much as they would women. He strongly suggests that you include men in your target audience.
Which of the following identifies the best response to this suggestion?

You are considering making teens 13-19 as your primary target market. An advisor tells you that you are making a mistake.
Which of the following statements best supports your advisor’s position?

You have dismissed using political orientation as a segmentation variable. However, new information about Smoothsayer may change your mind.
Which of the following makes the best case for including political orientation as a key segmentation variable?

An advisor argues that if you can get occasional users of beauty creams to purchase Smoothsayer, you will be moving into an untapped market and gaining new customers. He wants to make occasional users your primary audience.
Which of the following statements best argues against this suggestion?

A marketing VP is promoting the idea that Smoothsayer makes a great gift.
Which of the following would make the best advertising venue for promoting Smoothsayer as a gift?

You have decided to promote two key differences to distinguish Smoothsayer from its competitors.
Which pair of key differences correctly identifies the most broad or the most narrow demographic?

You have decided to promote Smoothsayer on a “more for more” campaign approach.
Which of the following slogans matches a “more for more” style of promotion?

Caroline is married with two children. She is a college graduate with a household income of $75,000 per year. What type of segmentation variables is being used to describe Caroline?

Diamond manufacturers encourage women to purchase a diamond ring for their right hand to express their achievement and individuality. Whereas the left hand diamond ring says “we,” the right hand diamond ring says “me.” Which behavioral segmenting basis is this?

Business buyers can be segmented by all of the following factors EXCEPT:

If a company doing business in Europe and Asia groups together customers from each country that share similar needs and buying behavior, it is using:

To be useful, market segments must be all of the following EXCEPT:

Some Wal-Mart stores in the Southeastern United States offer several Mexican brands to cater to the large Mexican population in that area. This is an example of:

Which of the following target market strategies is LEAST likely to succeed when marketing a good or service in the United States?

The way the product is defined by consumers on important attributes—the place the product occupies in consumers’ minds relative to competing products—is known as the product’s:

A moving company’s ads stress the loving care taken when packing, loading, and unloading the client’s possessions. The competitive advantage being promoted is based on:

Which of the following value propositions reflects status and a lofty lifestyle?

As the Vice President of Marketing of the high-end Swazzi clothing chain, it is your job to develop a new premium line of designer women’s clothing. You are considering three approaches: gowns inspired by award show participants for the older demographic, a 1960s retro line called Carnaby Street for the 24-37 demographic, and a line aimed at the 17-25 demographic based on fashions worn by current rock stars.

Your first task is to determine whether price should be a factor that should be considered in the development of a clothing line from the beginning.

Which of the following identifies the strongest reason for why price should be considered at the earliest stage of product development?

You are leaning toward Carnaby Street as the clothing line you will recommend to the New Product Development Committee.

Which of the following best supports the Carnaby Street line as the best choice?

In an R-W-W framework, “R” stands for “real.” In order to qualify as “real” the product must satisfy a genuine need in the market place.

Which of the following best describes the genuine need that the Carnaby Street clothing line fulfills?

You considered abandoning the Carnaby Street line when you heard that a department store chain was coming out with a line that was based on 1960s British styles. However, the Carnaby Street line features silks and suedes, while the competitor’s clothes are printed cottons only.

Does Swazzi have a competitive advantage over the department store’s line?

A blockbuster children’s movie has been scheduled to air at the same time as the award show that will feature gowns similar to those the Swazzi plans to sell.

Which of the following best justifies going ahead with plans to market Swazzi’s line of gowns?

An associate recommends that you emphasize the low price of the Carnaby Street line in your presentation to the NPD committee. The Carnaby Street mini-dress, for example, will sell for $335 while a typical awards gown will sell for $1750.

Show you follow your associate’s suggestion?

You discover competition for your rock star line in the effort by a major music label to have actual rock stars market their own clothing lines.

Which of the following identifies the strongest advantage that the music label clothing lines would enjoy over Swazzi’s rock star line?

You estimate a selling price of about $335 for the Carnaby Street mini-dress and $285 for the rock star ensemble. Profit for the mini-dress is 43 percent and 36 percent for the ensemble.

To decide between these two choices, what would be the most useful thing to calculate?

The committee agrees that the true strength of the Carnaby Street line is the enduring public interest in the sixties and its effect on the market. The Carnaby Street line is chosen.

Which lesson do you take away from this decision?

“A berry flavored, low-calorie drink appealing to women who need a quick energy boost while on the go” would be considered a:

Customers, competitors, distributors and suppliers, and others are considered which type of sources for new product ideas?

Before moving further with the new-product development process, you are asked to review the sales, costs, and profit projections for a new product to find out whether they satisfy your company’s objectives. Which step of the new-product development process is this?

If a product concept survives the business analysis, it moves into the ______ stage of the new product development process.

A new breakfast cereal is promoted and sold in a single city for a short time. If successful, the product has passed the _______ stage of the new product development process.

Several successful companies develop new products that focus on solving consumers’ problems to create more satisfying experiences. Which approach to new-product development is this?

Internet-enabled mobile phones are currently experiencing rapid market acceptance and increasing profits. Which stage of the product life-cycle does this represent?

Styles, fads, and fashions have their own unique life cycles. Which of these product life cycles typically lasts the longest?

Your product gradually gains popularity and seems to have settled into a long maturity, yet you soon realize that you must sell it abroad to keep sales healthy. In other words, you must:

Sales of product X have been declining steadily. Competitors show no sign of leaving the market, and advertising costs are moderate. The best strategy would probably be to: