1. Companies who survive for decades need to _____ their logos.

a. colorize

b. keep

c. adapt

d. simplify

2. Change is not fun.

a. True

b. False

3. The process of developing new products depends first on a company’s __________.

a. bottom line

b. size

c. location

d. culture

4. A _________ approach is found frequently among companies with strong engineering orientations, pharmaceutical and biomedical firms, financial services, and many high-technology companies.

a. bottom-up

b. top-down

c. upward

d. downward

5. Top down is also called ________ because the idea comes from within the company, and then feedback from the outside is sought later in the process.

a. inside out

b. outside in

c. long term

d. short term

6. The opposite of a top-down approach is usually called ___________.   

a. outside-in

b. inside-out   

c. co-creation

d. bottom-up

7. The four P’s of marketing are product, price, place, promotion, and principles. ?                                                          

a. TRUE                                                                            

b. FALSE

8. A product can be a good or a service ?                                    

a. TRUE                                                                            

b. FALSE

9. The four P’s of marketing do not include _____________.

a. Promotion                                                                      

b. Production                                                                              

c. Place?                                                                            

d. Product

10. The four P’s of marketing do include __________.

a. pickles                                                                                            

b. peppers                                                                                            

c. pottery

d. products