QUESTION 16

1. Which of the following is correctly describing new product development procedures?
2. A.Feasibility of new product and its marketing strategy is tested using concept testing
3. B.Prototype product needs to be tested using test marketing
4. C.for product concept, primary benefit, primary target, and primary competitors shoud be defined
5. D.If concept test result is positive the next step is to commercialize

2 points

QUESTION 17

1. Volvo's 'safety' positioning is both 'important' and 'superior'.
2. Yes
3. No

2 points

QUESTION 18

1. Aquisition of Miller Beer by Philip Morris is an example of _____________________
2. A.market fit
3. B.administrative fit
4. C.engineering fit
5. D.business diversification fit

2 points

QUESTION 19

1. Developing a stronger position within several segments creates more total sales than _____ marketing across all segments.
2. A.undifferentiated
3. B.mass
4. C.niche
5. D.differentiated

2 points

QUESTION 20

1. The SKU of membership wholesale club is much smaller than that of discount store
2. Yes
3. No

2 points

QUESTION 21

1. Which of the following is not expected to grow in the future?(relatively)
2. A.department store
3. B.convenience store
4. C.membership wholesale club
5. D.e-commerce

2 points

QUESTION 22

1. Dell computer claims that they sell the products at lower price for a given level of performance. Dell is positioned as 'more for the same'
2. Yes
3. No

2 points

QUESTION 23

1. Development in information technology contributed to the emergence of mega retailers, which resulted in disintermediation by cutting out wholesalers.
2. Yes
3. No

2 points

QUESTION 24

1. Integration rule can be applied to retailing high-involvement products because consumers want to purchase many different items simultaneously.
2. Yes
3. No

2 points

QUESTION 25

1. Segmentation with demographic varibales is the most convenient and the best starting point
2. Yes
3. No

2 points

QUESTION 26

1. __________________ strategy is the first decision making. Therefore, if it is not properly set, the following strategies become very ineffective.
2. A.Price
3. B.Target
4. C.Positioning
5. D.Product

2 points

QUESTION 27

1. Product life cyle best represents for product category sales trajectory.
2. Yes
3. No

2 points

QUESTION 28

1. Which of the following is not a strategy-oriented retailer?
2. A.Costco
3. B.Polo shop
4. C.Macy's deparment store
5. D.Seven Eleven

2 points

QUESTION 29

1. Which of the following is not the correct description about convenient store?
2. A.The size of convenient store is the smallest among existing retail formats
3. B.It carries limited SKUs
4. C.It is located in the populated area.
5. D.It is expected to decline due to the development of e-commerce

2 points

QUESTION 30

1. It is desirable to invest most of marketing expenditures at the maturity stage because the sales level is at the top at that stage.
2. Yes
3. No

2 points

QUESTION 31

1. Commoditization is the most important trend in retailing industry since as internet becomes major source of information, consumers do not need information from sales staff, and consumers purchase specialty goods as commodities (low involvement products).
2. Yes
3. No

2 points

QUESTION 32

1. ICT was a major impetus to give a birth to power retailers.
2. Yes
3. No

2 points

QUESTION 33

1. Hyundai cars are known for reliability. Hyundai is _____________________ differentiated
2. A.superiority
3. B.product
4. C.image
5. D.service

2 points

QUESTION 34

1. Which one of the following is the correct statement for company growth strategy?
2. A.Fabris is a great example to acquire new customer base
3. B.Increasing purchase frequency widens primary demand.
4. C.Fighting for market share results in cut throat competition
5. D.Baking soda is a case such that it is successful in developing new target market

2 points

QUESTION 35

1. Bass model about diffusion theory can be used for test marketing
2. Yes
3. No