Reference no: EM132290138

1. In evaluating industry attractiveness, which of the following should you look at?

a. Size and growth rate of the industry as well as the target segment

b. Threat of entry, buying power of suppliers, buying power of customers, competitive rivalry, and threat of substitutes

c. Presence of intellectual property among competitor offerings

d. The ability to move into other segments as a way to grow future market share

2.  Which of the following is correct, according to the AP Stylebook?

993 freshmen entered the college.

Last year, ninety-nine students completed the exam.

1994 was a good year.

All of the above are correct.

None of the above is correct.

3. Which survey question type is the best example of a Likert scale?

a. On a scale of 1–5, how happy are you with your cable provider? Not satisfied at all 1 2 3 4 5 Extremely satisfied

b. My cable TV service, overall, is: Poor Fair Good Very good Excellent

c. I am extremely satisfied with my cable provider. Strongly disagree 1 2 3 4 5 Strongly agree

d. How important is customer service to your overall satisfaction with your cable provider? Not at all 1 2 3 4 5 Extremely

4. Which evidence-based forecasting methods are useful in turning market research results into sales forecasts?

a. Chain ration analysis, SWAG analysis, analogy

b. SWAG ratio, analogy, judgment

c. Observation, survey, long interview

d. Analogy, chain ratio analysis, judgment

5. Which primary research technique helps you learn the things you don’t know you don’t know? 

a. Observing target customers interacting with a prototype b. Conducting a long interview with a key person in the value chain c. Conducting a well-designed survey on a large sample of target customers d. Conducting a focus group of a representative sample of potential customers.

6. Which is a crucial question about markets in a macro sense?

a. Is the market large enough today to support a variety of competitors? b. What is the predicted short- and long-term growth rate? c. How many customers are in my specific niche or segment? d. Both A and B

7. Creating and sustaining a competitive advantage is addressed in which domain?

a. Micro market b. Micro industry c. Macro market d. Macro industry