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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
Nov 09 2017 Read more Less More
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