Reference no: EM132259809
1. Effective marketing managers select market targets that are:
Growing due to an underlying national trend of fad.
Of adequate size, growth potential, and give the company a competitive angle.
New opportunity, "Blue Ocean" markets with few or no competitors.
Closely tied to the interests of their employees.
2. One way to think about a product is to divide it into the core product, the actual product, and the augmented product. The core product is:
The bundle of characteristics and features that define a product.
The tangible, functional part of the product.
The complementary services that enhance product value.
The intangible, emotional part of the product.
3. Dylan, Ryan, and Eddie are small-business owners who use Microsoft Word to create various types of documents. They are attending a workshop designed to teach them how to customize the look of the documents that they create.
Eddie creates one-of-a-kind brochures for his customers, and he wants to be able to customize the look of some of the headings in a given brochure. This special type of heading will be used throughout a given document, but it won't be reused in other documents. What type of construct should he create?
a content control
a style
a template
a theme
4. In marketing, the term product refers to:
Only tangible things, like a car.
A distinct position owned in the minds of consumers.
A bundle of attributes that satisfies wants or needs.
Only intangible things, like car insurance.
5. The roof of the House of Quality is used to:
a. determine the expectations of a company's customers.
b. note the association between customer expectations and service elements.
c. display the service elements that management can adjust to satisfy customer expectations.
d. note the strength of correlation between pairs of the company's service elements.
e. measure the importance of a customer's assessment of the service element.