1) For years, when considering new products, marketers at Celestial Seasonings would ask, "What will Stacy think?" Stacy represented 5-0 year old, educated, upper-income, infrequent television-watching, and heavy-reading women. Stacy was Celestial's major:
A. SBU.
B. target position.
C. product supporter.
D. sustainable competitive advantage.
E. market segment.
2) Graham had developed an extremely successful advertising and promotion campaign for a client in U.S. Client wanted to roll same campaign out to markets worldwide, but Graham cautioned against doing this as:
A. differences in languages, customs and culture might make campaign meaningless and ineffective in some markets.
B. copyright and intellectual property concerns prevented him from wanting to share his good ideas outside of U.S. market.
C. he had not applied for or received international certification which was required for working outside U.S.
D. he was unfamiliar with code of ethics for advertising in other countries.
E. All of the above.
3) Automobile manufacturing industry closely watches annual consumer satisfaction survey. For years, Japanese car companies have consistently had highest levels of customer satisfaction, creating ____________ for these companies.
A. sustainable competitive advantage
B. diversification strategy
C. strategic marketing plan
D. control phase mission advantage
E. STP cost
4) Zan wishes to collect considerable information about present opinions of his ten most important customers. Zan will likely use ________________ research method.
A. structured survey
B. observation
C. secondary data mining
D. primary data mining
E. in-depth interview
5) Martin has hired market research company to bring together small group of soft drink consumers and get feedback on his company's three new advertising slogans his firm is considering. Market research firm will make _________________ to give information Martin has requested.
A. focus group
B. observation center
C. international survey
D. industry survey
E. primary data mining analysis