In which of the following types of firms is the product manager MOST likely to rely on the Internet for direct customer feedback and new product ideas?
A. traditional consumer goods companies
B. consumer service firms
C. consumer durable goods companies
D. high-tech firms
E. packaged goods companies
Question 2 of 50 2.0 Points
All of the following statements about the impact of capacity upon category attractiveness are true EXCEPT:
A. Chronic overcapacity is critical to high profits.
B. Operating at capacity drives costs down.
C. Operating at capacity enhances the firm's buying power.
D. Operating at capacity is an indicator of category health.
E. All of the above are true.
The difficulty in planning is that it:
A. is based on historical information.
B. must anticipate future environments.
C. must anticipate future competitive actions.
D. must anticipate future consumer desires/actions.
E. all of the above
Question 4 of 50 2.0 Points
The threat of new entrants:
A. diminishes the attractiveness of a category.
B. heightens concerns of increased competition and lower profits.
C. can be reduced by erecting barriers to competition.
D. all of the above
E. none of the above
All of the following are aggregate category factors EXCEPT:
A. category size.
B. category growth.
C. stage in product life cycle.
D. seasonality.
E. threat of new entrants.
Question 6 of 50 2.0 Points
Competitor analysis has received more attention in recent years as a result of:
A. increased competition for customers in slow growth markets.
B. shorter product life cycles.
C. technological advances.
D. the increasing importance of foreign competition.
E. all of the above
The marketing plan heavily relies on information derived from:
A. the sales force.
B. management information systems.
C. internal marketing research.
D. all of the above
E. none of the above
Question 8 of 50 2.0 Points
The MAJOR advantage of the market-focused organization derives from:
A. giving product managers full responsibility for, and control over, their products.
B. its support of the underlying product management system.
C. its focus on the customer.
D. its elevation of the product manager to "mini-CEO" status.
E. all of the above
Generally, secondary research:
A. is less expensive than primary research.
B. can be done more quickly.
C. can cover most research problems.
D. is easier to conduct than primary research.
E. all of the above
Question 10 of 50 2.0 Points
Basic to the success of ANY manager are:
A. communication skills.
B. technical expertise.
C. academic training.
D. quantitative.
E. team-building skills.
Market attractiveness is enhanced by a high rating of all of the following market variables EXCEPT:
A. market size.
B. profit variability.
C. market growth.
D. profit level.
E. all of the above
Question 12 of 50 2.0 Points
Category attractiveness is typically highest during the _________________ stage of the PLC.
A. growth
B. introduction
C. maturity
D. decline
E. attractive categories remain so throughout the PLC
Which of the following types of primary information is MOST underused?
A. suppliers
B. the firm's sales force
C. customers
D. competitor analysis
E. suppliers
Question 14 of 50 2.0 Points
The value chain approach asserts that a firm may differentiate through:
A. inbound logistics.
B. operations advantages.
C. outbound logistics.
D. all of the above
E. none of the above
A firm that has been losing market shares is likely to emphasize a _________________ objective.
A. consolidation
B. growth
C. profit maximizing
D. cost minimizing
E. line expansion
Question 16 of 50 2.0 Points
Competition may be:
A. customer-based.
B. marketing oriented.
C. resource-oriented.
D. geographic.
E. any/all of the above
The _________________ of a characteristic is determined by the level of that characteristic.
A. value
B. weight
C. heft
D. size
E. importance
Question 18 of 50 2.0 Points
Misidentification of the competitive set:
A. can spell failure for a long-run marketing plan.
B. creates uncertainty in market definition.
C. creates ambiguity in market-related statistics.
D. may make manipulation of market boundaries possible.
E. all of the above
Question 19 of 50 2.0 Points
Suppliers enjoy greater buying power when:
A. suppliers are highly concentrated.
B. there are no substitutes for the product.
C. the supplier has differentiated its product.
D. supply is limited.
E. all of the above
Ethical concerns attend the use of:
A. pirating employees.
B. aerial reconnaissance.
C. buying/stealing a competitor's trash.
D. briding printers.
E. all of the above