C. higher prices signal quality d. the consumer is aware of substitutes. higher . e a substantial investment has already been made in the product or service 10. The Levels of a Product (sometimes called Whole Product Analysis) is a tool that can help a. measure how much a product is in oversupply, undersupply or in equilibrium relative b. indicate how the characteristics of a product may be expected, augmented or have future to potential c. explore how to add value to a product with further product development. d. "b" and "c" are correct e. "a," "b" and "c" are correct 11. A segmentation study of tourists visiting Hayward found that one group wanted glamorous nightlife with excitin and gambling. A second group wanted "sun and fun"-people who liked to lounge quietly in the sun, swim and go reflects segmentation. b. aspirational c. behavioral d. psycho cultural e. geographic 12. In the framework for the "competitive forces at work," also known as "Five Forces" analysis, developed by Mic a. the power of suppliers includes management talent and labor unions. b. the power of buyers includes wholesalers, retailers and distributors. c. the power of new entrants includes government regulations and bailouts. d, "a" and "b" are correct e. "a," "b" and "c" are correct 13. Given an interest in healthy vegan lunches and the choices below, what should Tastee Salads, Inc, in starting truck business, do first? a. Develop the 4Ps as quickly as possible. b. Consult with restaurant designers on how to outfit the food truck. c. Determine the target customer. d. Decide what vegan salad ingredients it will offer. e. Organize the plan for distributor support, and select appropriate intermediaries. 14. based on cost, uses the producer's desired percentage return on investment as the basis a. Value-based pricing b. Target-return pricing c. Markup pricing d. Status-quo pricing e. Probability-return pricing 15. Based upon research, factors contributing to failure of new product ideas include a. poor design b. no champion to fight for the product idea c. inadequate leadership of the sponsoring organization d. no speed e. all of the above are correct 16. Good market segments are those that are a. substantial enough to be profitable b. accessible to market research and marketing communications C. homogeneous between segments, heterogeneous within segments d. "a" and "b" are correct e, "a," "b" and "c" are correct Marketing Principles CSUEB Marketing& Entrepreneurship Jeff Newcoml