What is the number one problem you will encounter in targeting the largest market?

What is the number one problem you will encounter in targeting the largest market?

You will have too much demand

You will have too little demand

You will have more competitors       

You will have fewer competitors

 Which price would be closest to the ideal price for the Mercedes segment?

$2000

$3200

$2500

$4000 

 Which price would be closest to the ideal price for the Traveler segment?

$2000

$3200 

$2500

$4000

 Which price would be closest to the ideal price for the Workhorse segment?

$2000

$3200 

$2500 

$4000

 Which of the following are possible sales office locations?

Vienna

Mexico City    

Australia

Colombia

 Your Market Opportunity Analysis should provide you with a rough estimate of

The sales potential of each market segment 

The sales potential of each geographic market

A and b           

None of the above

A market opportunity analysis (MOA) is the identification and assessment of market opportunities.  It is not based upon an analysis of:

Structure of the market

The market requirements of customers

The strengths and weaknesses of competitors

The strengths of your advertising      

Your territory development decisions are influenced by which of the following:

Market potential

Competition

Operating expenses

Advertising economies

All of the above          

In choosing your initial geographic market, you should focus your attention on which of the following?

Your competitors

All potential market segments

The market segment you have chosen to target      

Your competitors and all potential market segments

 The total market demand over the life of the exercise could be less or more than the potential demand projected in the end user profile.  What is the most important factor in determining actual demand?

The quality and quantity of your firm’s decisions and those of your competitors   

The number of competitors

The quality of your firm’s decisions

The consumers’ decisions 

The actual demand in the early quarters will be much less than potential demand because the quality and quantity of your decisions and those of your competitors will be less than ideal.

True    

False 

The geographic market with the largest population will result in the largest demand for your products.

True

False   

First and foremost, your company name should portray the image that you would like to project to your customers.

True    

False

 Brand Management consists of which of the following?

Brand design

Brand name

Brand price

All of the above          

Which of the following things are consumers not buying when they buy a product?

Sex appeal

Excitement

Less work

Specific components  

Your firm’s success in brand design depends on whether your final selection of components satisfies the complete set of needs of the customer while keeping in mind their price sensitivity.

True    

False

The success of your brand design decision depends upon what?

Your ability to evaluate whether component X or component Y provides the right amount of the desired benefit                       

Your ability to evaluate which component your competitors will be using

Your ability to evaluate which component the sales people can best sell

Your ability to evaluate what your executive team wants

What is brand labeling?

Selection of production components for a brand that provide the right amount of benefits

Selection of a name designed to project a defined image, purpose, or benefit of a brand

Selection of individual segments for market development

Development of a unique marketing strategy for each segment

What is brand design?

Selection of production components for a brand which provide the right amount of benefits       

Selection of a name designed to project a defined image, purpose, or benefit of a brand

Selection of individual segments for market development

Development of a unique marketing strategy for each segment

The projected unit cost of goods decreases as the number of units sold increases.

True    

False

Your production cost is directly determined by the components that you select for any given brand.

True    

False