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Exam 23: Marketing-Mix Measures

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Question 31

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If a forecaster wants to take advantage of the experience and knowledge of experts, but also wants to avoid group effects, she should use the executive judgment approach.

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Question 32

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ABC Incorporated has developed a revolutionary concept for a new kind of typewriter.They are now in the process of testing the concept.To judge the potential of the concept, they should expose it to 1-chief executive officers in industrial organizations. 2-secretaries working in industrial organizations. 3-purchase officers in industrial organizations, since they will place the orders.

A) 1
B) 2
C) 3
D) 1 and 3
E) 1, 2, and 3

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Question 33

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If only a small number of test areas is to be used, a random sample will usually be risky, and the preferred approach is to select the areas judgmentally.

A basic ASSESSOR test costs under $50,000.

DAR measures have been used since before 1925.

Split-cable testing of budget levels usually cost under $100,000.

When a computer manufacturer sells its products with all the available options, it is said to follow an)

If more than one unsolved problem or unsatisfied need is uncovered during the product-concept-generation stage, marketers usually try to develop a different product to meet each of those needs.

A copy test will be more valid if

The process of managing complex changes in the organization with the aim of improving quality is called

Which of the following techniques can be helpful in making the budget decision?

In the Gaber and Grainer method of pricing research, a buy response curve of different prices with the corresponding number of affirmative customer purchase intentions is produced.

ABC Incorporated feels that there is a need for a new kind of vacuum cleaner in the market.To generate new product concepts, they have decided to invite twenty to thirty consumers to discuss the problems associated with the product-use situation.ABC is using benefit structure analysis to generate new product concepts.

Which of the following is not a problem associated with Use Testing?

Which of the following research methods provides a test of brand preference?

Which of the following lists all the stages of the new product research process?

A CDSM controlled-distribution scanner market) costs about the same as a full test market but provides much more control and the flexibility to do more experimenting.

The laboratory test market for automobiles caused Buick to decide not to replace the old model.

Hot 'n Serve Corporation has developed a new flavor of powdered soup.They are now giving free samples of the soup to every tenth customer who enters the local shopping mall.Those who get a packet of soup are asked to mail in their assessment of the soup by using an enclosed postage-paid card.Hot 'n Serve is 1-in the product evaluation and development stage. 2-employing the use testing method to assess their new product. 3-in the concept development stage.

A forecast by geographic area might prove useful in warehouse stocking decisions or in evaluating regional forecasts.