Sale and Marketing Online Test Multiple Choice
Content
Ch 1 1.
The purpose of a business is to: Your Answer: create and maintain profitable customers
2.
The two main industries that comprise the activities we call tourism are: Your Answer: hospitality and travel industries
3.
Which of the following statements is true? Your Answer: The first basic concept of marketing is that of human wants. Correct Answer: A human need is part of the human makeup.
4.
All of the following statements are true, except: Your Answer: The concept of product is limited to physical objects.
5.
Which of the following are not considered part of the hospitality service industry? Your Answer: advertising agencies
6.
All of the following statements are true, except: Your Answer: If a product's performance falls short of the customers' expectations, the customers are dissatisfied. Correct Answer: Marketers have no control of customers' expectations.
7.
Which of the following statements is true? Your Answer: Quality begins with customer needs and ends with customer satisfaction.
8.
The __________________ holds that consumers will favor products that are available and highly affordable. Your Answer: marketing concept Correct Answer: production concept
9.
_________ is most appropriate with customers who most affect the company's future. Your Answer: Relationship marketing
10.
All of the following statements are true, except: Your Answer: The product concept holds that consumers prefer existing products and product forms. Correct Answer: The selling concept holds that customers will buy enough of the organization's products without a large sales and promotion effort.
11.
Two main industries that comprise the activities we call tourism are: (Choose all that apply.) Your Answer: the restaurant and travel industries the hospitality and travel industries the cruise and hotel industries the hospitality and destination industries Correct Answers: the hospitality and travel industries
the hospitality and destination industries
Ch2
1.
Customers cannot evaluate the quality of the service because of which characteristic of service? Your Answer: intangibility
2.
All of the following statements are true, except: Your Answer: The service culture can be supported through empowering employees to solve customer problems. Correct Answer: The service culture believes that sales come first.
3.
Which of the following statements is true? Your Answer: Tangibles provide signals as to the quality of the intangible service. Correct Answer: All of the above.
4.
The fact that a traveler may have one very positive experience flying with an airline and then a very negative flying experience on a subsequent visit is the evidence of service Your Answer: variability.
5.
That hospitality organizations have to train customers just as they train employees is an implication of: Your Answer: inseparability
6.
A restaurant that charges a fee to customers who do not show up for reservations is an example of which characteristic of service? Your Answer: perishability
7.
Club Med uses e-mail to pitch unsold, discounted packages to the customers in its database. This is in response to which characteristic of service? Your Answer: perishability
8.
Which of the following is NOT an example of "tangibilizing" a service product? Your Answer: resetting a banquet room behind closed doors
9.
Efforts to standardize customer experiences are steps that address which aspect of service? Your Answer: intangibility Correct Answer: variability
10.
When a service firm effectively trains and motivates its customer-contact employees and its support personnel to work as a team to provide customer satisfaction, it is practicing: Your Answer: (blank)
11.
Which of the following is not a service-profit chain link? Your Answer: internal service quality Correct Answer: tangibilizing the product
12.
The distinctive nature of a hospitality company's total visual image and overall appearance is known as Your Answer: organization image. Correct Answer: trade dress.
ch 3
1.
A clear ___________ acts as an "invisible hand" that guides people in the organization. Your Answer: (blank)
2.
Questions such as "What is our business?" and "Who is the customer?" are generally answered in a company's__________. Your Answer: plan Correct Answer: mission statement
3.
All of the following statements are true, except: Your Answer: An SBU can not be planned for separately from the rest of the company.
4.
The decision to increase an SBU's short-term cash flow regardless of the longterm effect is an example of: Your Answer: building Correct Answer: harvesting
5.
Which of the following is not one of the scopes to be included in a corporate mission statement?
Your Answer: competencies scope Correct Answer: shareholder scope
6.
The product-market expansion grid is useful in helping managers visualize and identify market opportunities. Which of the following is not part of that grid? Your Answer: market penetration
7.
If a company makes the decision to phase out an SBU and use the resources elsewhere in the company, this decision is called a _______ strategy. Your Answer: harvest Correct Answer: divest
8.
According to the growth-share matrix portfolio evaluation model, a company's SBUs can be evaluated in terms of their Your Answer: market growth rate and their relative profitability. Correct Answer: market growth rate and relative market share.
9.
Under the product/market expansion grid, the strategy of finding new markets for current products is called Your Answer: market penetration. Correct Answer: market development.
10.
When a hotel company acquires one of its suppliers it is called Your Answer: horizontal integration. Correct Answer: backward integration.
11.
A useful framework for examining a company's growth is the Your Answer: Ansoff- product-market expansion grid.
12.
A few years ago Tricon Global developed restaurants which housed KFC, Taco Bell, and Pizza Hut under one roof with the primary soda of choice for customers being Pepsi. Tricon Global was therefore using a __________ method of strategic planning. Your Answer: diversification Correct Answer: strategic alliance
Ch4
1.
A company's microenvironment consists of all of the following except Your Answer: publics. Correct Answer: competitors.
2.
________ are firms and individuals that provide the resources needed by the company to produce its goods and services. Your Answer: Suppliers
3.
Banks, credit companies, and insurance companies that help hospitality companies finance their transactions are called Your Answer: financial intermediaries.
4.
A company's macroenvironment consists of all of the following except Your Answer: customers.
5.
One of the reasons that cruises are popular with ________ is because of the value of the all-inclusive vacation. Your Answer: generation Xers Correct Answer: baby boomers
6.
Which of the following statements is true? Your Answer: Americans have been moving to rural areas. Correct Answer: The U.S. population is becoming better educated.
7.
Which of the following statements is true? Your Answer: Marketers are looking for ways to offer high quality product and service at a high price. Correct Answer: Income distribution in the United States is still very skewed.
8.
When Disney shreds its paper products and sends the shredded paper to the gift shops to use as packing material, it is responding to _________ an environmental factor. Your Answer: technological Correct Answer: natural
9.
Which of the following is not one of the three reasons that legislation and regulation affects business? Your Answer: It protects consumers from each other.
10.
Which of the following is not part of the environmental scanning steps? Your Answer: (blank)
11.
The work of groups like People for the Ethical Treatment of Animals (PETA) influence the ____________ environment in which businesses operate. Your Answer: marketing Correct Answer: political
Ch5
1.
The goal of ______ research is to gather preliminary information. Your Answer: All of the above
2.
The goal of ______ research is to describe the size and competition of the market. Your Answer: exploratory Correct Answer: descriptive
3.
All of the following statements about secondary data are true, except: Your Answer: All of the above statements are true. Correct Answer: Secondary data usually costs more than primary data.
4.
Which of the following is not a basic research approach? Your Answer: Experimental research Correct Answer: All of the above are the basic research approaches.
5.
_______ can be used to collect large amounts of information at a low cost per respondent.
Your Answer: Mail questionnaires
6.
Which of the following statements is true? Your Answer: If well chosen, samples of less than 1% of a population can give good reliability.
7.
Which of the following is not part of internal records information? Your Answer: hotel daily reports, including occupancy, number of guests, etc. Correct Answer: trade show magazines
8.
All of the following are external marketing information, except: Your Answer: point-of-sale information
9.
The marketing research process consists of the following steps, except: Your Answer: SWOT analysis
10.
__________ has an excellent rate of speed of data collection. Your Answer: Telephone interviewing
11.
A marketing research project which has an objective of gathering preliminary information to define the problem is known generally as Your Answer: exploratory research.
12.
Which of the following survey methods has a poor response rate? Your Answer: mail
Ch6
1.
All of the following statements are true, except: Your Answer: (blank)
2.
_______ is the most basic determinant of a person's wants and behavior. Your Answer: Social class Correct Answer: Culture
3.
_______ refer to the groups to which people do not belong but would like to. Your Answer: All of the above Correct Answer: Aspirational groups
4.
The buying process starts from ________. Your Answer: need recognition
5.
The set of beliefs held about a particular brand is known as the _______. Your Answer: brand image
6.
Prizm is a _________ system that allows researchers to know the mix or density of lifestyle groups in each of the nation's 36,000 zip code areas.
Your Answer: demographic Correct Answer: geodemographic
7.
______ refers to distinguishing psychological characteristics that lead to relatively consistent and enduring responses to the environment. Your Answer: Personality
8.
__________ is the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world. Your Answer: Perception
9.
_________ is the tendency to twist information into personal meanings and interpret information in a way that will fit our preconceptions. Your Answer: Selective hearing Correct Answer: Selective distortion
10.
Cognitive dissonance is caused by ______ conflict. Your Answer: during purchase Correct Answer: post-purchase
11.
For what does the acronym VALS stand? Your Answer: values and lifestyles program
12.
One of the eight American lifestyles is
Your Answer: achievers. Correct Answer: believers.
Ch7
1.
Organizational demand comes ultimately from the demand for ________. Your Answer: consumer goods or services
2.
All of the following statements are true, except: Your Answer: the organizational buying process is more complex than the consumer process. Correct Answer: in the organizational buying process, buyer and seller are often very independent from each other.
3.
_______ are those who often initiate the buying proposal. Your Answer: Influencers Correct Answer: Users
4.
________ have formal authority for selecting suppliers and arranging the terms of purchase. Your Answer: Users Correct Answer: Buyers
5.
Which of the following factors will influence organizational buyers? Your Answer: environmental factors Correct Answer: All of the above
6.
The organizational buying process begins with_______. Your Answer: product specification Correct Answer: problem recognition
7.
The buyer writes the final order with the chosen hotels, listing the technical_____ of the meeting. Your Answer: product specification Correct Answer: order-routine specification
8.
All of the followings are important attributes of a destination for an association meeting planner, except: Your Answer: availability of hotel and facilities Correct Answer: climate
9.
_______ is/are a reward participants receive for achieving or exceeding a goal. Your Answer: Small meetings Correct Answer: Incentive travel
10.
SMERF stands for _____________ Your Answer: social, military, educational, religious, and fraternal organizations.
11.
________________ is a unique subset of corporate group business that involves participants receiving rewards exceeding a stated goal. Your Answer: Business travel Correct Answer: Incentive travel
12.
______________ usually involves no special advertising promotions. Your Answer: Meetings Correct Answer: Conferences
Ch8
1.
The philosophy of ______ is to identify market segments, select one or more, and develop products and marketing mixes tailored to each selected segment. Your Answer: mass marketing Correct Answer: target marketing
2.
______ is to evaluate each segment's attractiveness and select one or more of the market segments. Your Answer: Market segmentation Correct Answer: Market targeting
3.
_______ divides buyers into different groups based on social class, lifestyle, and personality characteristics. Your Answer: Demographic segmentation Correct Answer: Psychographic segmentation
4.
Many marketers believe that ______ are the best starting point for building market segments. Your Answer: age and life-cycle stage variables Correct Answer: behavior variables
5.
The _______ rule states that in many businesses, a high percent of the business is generated by a low percent of the clientele. Your Answer: 80/20
6.
_________ examines the degree to which segments are large or profitable enough to serve as markets. Your Answer: Measurability Correct Answer: Substantiality
7.
A firm using a ________ strategy targets several market segments and designs separate offers for each segment. Your Answer: mass marketing Correct Answer: differentiated marketing
8.
When choosing a market-coverage strategy, companies need to consider all of the following factors, except: Your Answer: All of the above
9.
_________ gives buyers a too narrow picture of the company. Your Answer: Narrowed positioning Correct Answer: Overpositioning
10.
A difference is worth establishing to the extent that it satisfies the following criteria: Your Answer: All of the above
11.
McDonald's offering regular hamburgers, Big Macs, and Quarter Pounders is an example of what type of marketing? Your Answer: Product-variety marketing
12.
Sandals (www.sandals.com), an all-inclusive powerhouse in the Caribbean, is a leading resort operator for "mixed-gender couples only." Sandals is an example of: Your Answer: product-variety marketing
Ch9
1.
______ is a period of slowdown in sales growth. Your Answer: Mature
2.
______ has the longest life cycle. Your Answer: Product style Correct Answer: Product class
3.
In the maturity stage, managers should not simply defend the product, but also consider__________. Your Answer: All of the above
4.
________ is the ideal method to delete products; it enables a product to be removed in an orderly fashion. Your Answer: Phase-out
5.
_______ involves a review of the sales, costs, and profit projections to determine whether they satisfy the company's objectives. Your Answer: Business analysis
6.
A ________ is the way that consumers picture an actual or potential product. Your Answer: product concept Correct Answer: product image
7.
Which of the following is not one of the conditions that support branding? Your Answer: The product is perceived as the prestige pricing.
8.
A brand name derives its value from ___________. Your Answer: manager perceptions Correct Answer: consumer perceptions
9.
_______ can be leveraged through co-branding and partnership. Your Answer: Brand image Correct Answer: Brand equity
10.
A __________ is a brand or part of a brand that is given legal protection; it protects the seller's exclusive rights to use the brand name or brand mark. Your Answer: trademark
11.
_________________ is the ideal product deletion method.
Your Answer: All of the above Correct Answer: Phase-out
12.
_________________ is the dimension of atmosphere relating to softness, smoothness, and temperature. Your Answer: Visual Correct Answer: Tactile
The purpose of a business is to: Your Answer: create and maintain profitable customers
2.
The two main industries that comprise the activities we call tourism are: Your Answer: hospitality and travel industries
3.
Which of the following statements is true? Your Answer: The first basic concept of marketing is that of human wants. Correct Answer: A human need is part of the human makeup.
4.
All of the following statements are true, except: Your Answer: The concept of product is limited to physical objects.
5.
Which of the following are not considered part of the hospitality service industry? Your Answer: advertising agencies
6.
All of the following statements are true, except: Your Answer: If a product's performance falls short of the customers' expectations, the customers are dissatisfied. Correct Answer: Marketers have no control of customers' expectations.
7.
Which of the following statements is true? Your Answer: Quality begins with customer needs and ends with customer satisfaction.
8.
The __________________ holds that consumers will favor products that are available and highly affordable. Your Answer: marketing concept Correct Answer: production concept
9.
_________ is most appropriate with customers who most affect the company's future. Your Answer: Relationship marketing
10.
All of the following statements are true, except: Your Answer: The product concept holds that consumers prefer existing products and product forms. Correct Answer: The selling concept holds that customers will buy enough of the organization's products without a large sales and promotion effort.
11.
Two main industries that comprise the activities we call tourism are: (Choose all that apply.) Your Answer: the restaurant and travel industries the hospitality and travel industries the cruise and hotel industries the hospitality and destination industries Correct Answers: the hospitality and travel industries
the hospitality and destination industries
Ch2
1.
Customers cannot evaluate the quality of the service because of which characteristic of service? Your Answer: intangibility
2.
All of the following statements are true, except: Your Answer: The service culture can be supported through empowering employees to solve customer problems. Correct Answer: The service culture believes that sales come first.
3.
Which of the following statements is true? Your Answer: Tangibles provide signals as to the quality of the intangible service. Correct Answer: All of the above.
4.
The fact that a traveler may have one very positive experience flying with an airline and then a very negative flying experience on a subsequent visit is the evidence of service Your Answer: variability.
5.
That hospitality organizations have to train customers just as they train employees is an implication of: Your Answer: inseparability
6.
A restaurant that charges a fee to customers who do not show up for reservations is an example of which characteristic of service? Your Answer: perishability
7.
Club Med uses e-mail to pitch unsold, discounted packages to the customers in its database. This is in response to which characteristic of service? Your Answer: perishability
8.
Which of the following is NOT an example of "tangibilizing" a service product? Your Answer: resetting a banquet room behind closed doors
9.
Efforts to standardize customer experiences are steps that address which aspect of service? Your Answer: intangibility Correct Answer: variability
10.
When a service firm effectively trains and motivates its customer-contact employees and its support personnel to work as a team to provide customer satisfaction, it is practicing: Your Answer: (blank)
11.
Which of the following is not a service-profit chain link? Your Answer: internal service quality Correct Answer: tangibilizing the product
12.
The distinctive nature of a hospitality company's total visual image and overall appearance is known as Your Answer: organization image. Correct Answer: trade dress.
ch 3
1.
A clear ___________ acts as an "invisible hand" that guides people in the organization. Your Answer: (blank)
2.
Questions such as "What is our business?" and "Who is the customer?" are generally answered in a company's__________. Your Answer: plan Correct Answer: mission statement
3.
All of the following statements are true, except: Your Answer: An SBU can not be planned for separately from the rest of the company.
4.
The decision to increase an SBU's short-term cash flow regardless of the longterm effect is an example of: Your Answer: building Correct Answer: harvesting
5.
Which of the following is not one of the scopes to be included in a corporate mission statement?
Your Answer: competencies scope Correct Answer: shareholder scope
6.
The product-market expansion grid is useful in helping managers visualize and identify market opportunities. Which of the following is not part of that grid? Your Answer: market penetration
7.
If a company makes the decision to phase out an SBU and use the resources elsewhere in the company, this decision is called a _______ strategy. Your Answer: harvest Correct Answer: divest
8.
According to the growth-share matrix portfolio evaluation model, a company's SBUs can be evaluated in terms of their Your Answer: market growth rate and their relative profitability. Correct Answer: market growth rate and relative market share.
9.
Under the product/market expansion grid, the strategy of finding new markets for current products is called Your Answer: market penetration. Correct Answer: market development.
10.
When a hotel company acquires one of its suppliers it is called Your Answer: horizontal integration. Correct Answer: backward integration.
11.
A useful framework for examining a company's growth is the Your Answer: Ansoff- product-market expansion grid.
12.
A few years ago Tricon Global developed restaurants which housed KFC, Taco Bell, and Pizza Hut under one roof with the primary soda of choice for customers being Pepsi. Tricon Global was therefore using a __________ method of strategic planning. Your Answer: diversification Correct Answer: strategic alliance
Ch4
1.
A company's microenvironment consists of all of the following except Your Answer: publics. Correct Answer: competitors.
2.
________ are firms and individuals that provide the resources needed by the company to produce its goods and services. Your Answer: Suppliers
3.
Banks, credit companies, and insurance companies that help hospitality companies finance their transactions are called Your Answer: financial intermediaries.
4.
A company's macroenvironment consists of all of the following except Your Answer: customers.
5.
One of the reasons that cruises are popular with ________ is because of the value of the all-inclusive vacation. Your Answer: generation Xers Correct Answer: baby boomers
6.
Which of the following statements is true? Your Answer: Americans have been moving to rural areas. Correct Answer: The U.S. population is becoming better educated.
7.
Which of the following statements is true? Your Answer: Marketers are looking for ways to offer high quality product and service at a high price. Correct Answer: Income distribution in the United States is still very skewed.
8.
When Disney shreds its paper products and sends the shredded paper to the gift shops to use as packing material, it is responding to _________ an environmental factor. Your Answer: technological Correct Answer: natural
9.
Which of the following is not one of the three reasons that legislation and regulation affects business? Your Answer: It protects consumers from each other.
10.
Which of the following is not part of the environmental scanning steps? Your Answer: (blank)
11.
The work of groups like People for the Ethical Treatment of Animals (PETA) influence the ____________ environment in which businesses operate. Your Answer: marketing Correct Answer: political
Ch5
1.
The goal of ______ research is to gather preliminary information. Your Answer: All of the above
2.
The goal of ______ research is to describe the size and competition of the market. Your Answer: exploratory Correct Answer: descriptive
3.
All of the following statements about secondary data are true, except: Your Answer: All of the above statements are true. Correct Answer: Secondary data usually costs more than primary data.
4.
Which of the following is not a basic research approach? Your Answer: Experimental research Correct Answer: All of the above are the basic research approaches.
5.
_______ can be used to collect large amounts of information at a low cost per respondent.
Your Answer: Mail questionnaires
6.
Which of the following statements is true? Your Answer: If well chosen, samples of less than 1% of a population can give good reliability.
7.
Which of the following is not part of internal records information? Your Answer: hotel daily reports, including occupancy, number of guests, etc. Correct Answer: trade show magazines
8.
All of the following are external marketing information, except: Your Answer: point-of-sale information
9.
The marketing research process consists of the following steps, except: Your Answer: SWOT analysis
10.
__________ has an excellent rate of speed of data collection. Your Answer: Telephone interviewing
11.
A marketing research project which has an objective of gathering preliminary information to define the problem is known generally as Your Answer: exploratory research.
12.
Which of the following survey methods has a poor response rate? Your Answer: mail
Ch6
1.
All of the following statements are true, except: Your Answer: (blank)
2.
_______ is the most basic determinant of a person's wants and behavior. Your Answer: Social class Correct Answer: Culture
3.
_______ refer to the groups to which people do not belong but would like to. Your Answer: All of the above Correct Answer: Aspirational groups
4.
The buying process starts from ________. Your Answer: need recognition
5.
The set of beliefs held about a particular brand is known as the _______. Your Answer: brand image
6.
Prizm is a _________ system that allows researchers to know the mix or density of lifestyle groups in each of the nation's 36,000 zip code areas.
Your Answer: demographic Correct Answer: geodemographic
7.
______ refers to distinguishing psychological characteristics that lead to relatively consistent and enduring responses to the environment. Your Answer: Personality
8.
__________ is the process by which an individual selects, organizes, and interprets information to create a meaningful picture of the world. Your Answer: Perception
9.
_________ is the tendency to twist information into personal meanings and interpret information in a way that will fit our preconceptions. Your Answer: Selective hearing Correct Answer: Selective distortion
10.
Cognitive dissonance is caused by ______ conflict. Your Answer: during purchase Correct Answer: post-purchase
11.
For what does the acronym VALS stand? Your Answer: values and lifestyles program
12.
One of the eight American lifestyles is
Your Answer: achievers. Correct Answer: believers.
Ch7
1.
Organizational demand comes ultimately from the demand for ________. Your Answer: consumer goods or services
2.
All of the following statements are true, except: Your Answer: the organizational buying process is more complex than the consumer process. Correct Answer: in the organizational buying process, buyer and seller are often very independent from each other.
3.
_______ are those who often initiate the buying proposal. Your Answer: Influencers Correct Answer: Users
4.
________ have formal authority for selecting suppliers and arranging the terms of purchase. Your Answer: Users Correct Answer: Buyers
5.
Which of the following factors will influence organizational buyers? Your Answer: environmental factors Correct Answer: All of the above
6.
The organizational buying process begins with_______. Your Answer: product specification Correct Answer: problem recognition
7.
The buyer writes the final order with the chosen hotels, listing the technical_____ of the meeting. Your Answer: product specification Correct Answer: order-routine specification
8.
All of the followings are important attributes of a destination for an association meeting planner, except: Your Answer: availability of hotel and facilities Correct Answer: climate
9.
_______ is/are a reward participants receive for achieving or exceeding a goal. Your Answer: Small meetings Correct Answer: Incentive travel
10.
SMERF stands for _____________ Your Answer: social, military, educational, religious, and fraternal organizations.
11.
________________ is a unique subset of corporate group business that involves participants receiving rewards exceeding a stated goal. Your Answer: Business travel Correct Answer: Incentive travel
12.
______________ usually involves no special advertising promotions. Your Answer: Meetings Correct Answer: Conferences
Ch8
1.
The philosophy of ______ is to identify market segments, select one or more, and develop products and marketing mixes tailored to each selected segment. Your Answer: mass marketing Correct Answer: target marketing
2.
______ is to evaluate each segment's attractiveness and select one or more of the market segments. Your Answer: Market segmentation Correct Answer: Market targeting
3.
_______ divides buyers into different groups based on social class, lifestyle, and personality characteristics. Your Answer: Demographic segmentation Correct Answer: Psychographic segmentation
4.
Many marketers believe that ______ are the best starting point for building market segments. Your Answer: age and life-cycle stage variables Correct Answer: behavior variables
5.
The _______ rule states that in many businesses, a high percent of the business is generated by a low percent of the clientele. Your Answer: 80/20
6.
_________ examines the degree to which segments are large or profitable enough to serve as markets. Your Answer: Measurability Correct Answer: Substantiality
7.
A firm using a ________ strategy targets several market segments and designs separate offers for each segment. Your Answer: mass marketing Correct Answer: differentiated marketing
8.
When choosing a market-coverage strategy, companies need to consider all of the following factors, except: Your Answer: All of the above
9.
_________ gives buyers a too narrow picture of the company. Your Answer: Narrowed positioning Correct Answer: Overpositioning
10.
A difference is worth establishing to the extent that it satisfies the following criteria: Your Answer: All of the above
11.
McDonald's offering regular hamburgers, Big Macs, and Quarter Pounders is an example of what type of marketing? Your Answer: Product-variety marketing
12.
Sandals (www.sandals.com), an all-inclusive powerhouse in the Caribbean, is a leading resort operator for "mixed-gender couples only." Sandals is an example of: Your Answer: product-variety marketing
Ch9
1.
______ is a period of slowdown in sales growth. Your Answer: Mature
2.
______ has the longest life cycle. Your Answer: Product style Correct Answer: Product class
3.
In the maturity stage, managers should not simply defend the product, but also consider__________. Your Answer: All of the above
4.
________ is the ideal method to delete products; it enables a product to be removed in an orderly fashion. Your Answer: Phase-out
5.
_______ involves a review of the sales, costs, and profit projections to determine whether they satisfy the company's objectives. Your Answer: Business analysis
6.
A ________ is the way that consumers picture an actual or potential product. Your Answer: product concept Correct Answer: product image
7.
Which of the following is not one of the conditions that support branding? Your Answer: The product is perceived as the prestige pricing.
8.
A brand name derives its value from ___________. Your Answer: manager perceptions Correct Answer: consumer perceptions
9.
_______ can be leveraged through co-branding and partnership. Your Answer: Brand image Correct Answer: Brand equity
10.
A __________ is a brand or part of a brand that is given legal protection; it protects the seller's exclusive rights to use the brand name or brand mark. Your Answer: trademark
11.
_________________ is the ideal product deletion method.
Your Answer: All of the above Correct Answer: Phase-out
12.
_________________ is the dimension of atmosphere relating to softness, smoothness, and temperature. Your Answer: Visual Correct Answer: Tactile
