1) In many market situations, word-of-mouth referrals are a very effective source of new customers. Marketers frequently encourage referrals as _______________ growth strategy.
A. product proliferation
B. market penetration
C. market development
D. diversification
E. product development
2) In questionnaire design, a question like "When was the first time you went to a dentist?" suffers from problem of a question:
A. that steers respondents to a particular response.
B. that is sensitive, that respondents are reluctant to answer.
C. respondents cannot easily or accurately answer.
D. that asks two questions at once.
E. that is complex and something respondents may be unfamiliar with.
3) According to purchasing power parity theory, if ____________ is/are in equilibrium, products will cost the same in each country.
A. imports and exports.
B. interest rates.
C. domestic products.
D. consumer spending.
E. exchange rates.
4) After assessing the market growth potential for his company's baby products in Mexico, Harmon wanted to estimate market competitiveness. To do this, Harmon would consider:
A. mass marketing distribution potential and logistical support.
B. the current size of the market and expected growth rate.
C. ease of pricing control and number of promotional outlets.
D. the number of competitors, entry barriers, and product substitutes.
E. all of the above.
5) Marketers wish their firms to develop excellent supply chain management and strong supplier relations so they can:
A. use their power and control in supply chain to compel weaker members of supply chain to accept less favorable terms and agreements.
B. develop information not available to others on strategic moves to help with its own acquisitions and pricing.
C. persuade stores to refuse to carry competitors' products.
D. create competitive advantages.
E. control prices and lock-in margins.