What is the effect of government intervention in the cell phone market?
Who is really paying the tax? Illustrate your conclusion on a graph. Do you think that there is a free market for cell phone users? Why or why not?
1) Most established companies focus on ________ when it comes to innovation. A. incremental innovation B. continuous innovation Cpetitive innovation D. everyday innovation E. demand innovation
2) 3M, Hewlett-Packard, Lego, and other companies use the ________ to manage the innovation process. A. stage-gate system B. joint- venture system C. skunk works D. new product ?team? E. venture team
3) A company can take several steps to improve the quality of its marketing intelligence. If the company purchases competitive products for study, attends open houses loans Minnesota and trade shows, and reads competitors? published reports and stockholder information, the company is using ________ to improve the quality of its marketing intelligence. A. sales force surrogates B. intermediaries C. customer feedback systems D. external networks E. advisory panels
4) Total customer satisfaction is the general feeling of pleasure or disappointment that results from comparing perceived performance to expectations. To achieve total customer satisfaction, organizations need to_____________. A. Develop paigns B. Spend more money C. Lower prices D. Manage customer experiences E. Lower expectations
5) A(n) ________ is any good, service, or idea that is perceived by someone as new. A. product B. innovation C. creative product D. new idea
6) ________ is the difference between the prospective customer?s evaluation of all the benefits and all the costs of an offering and the perceived alternatives. A. Perceived usefulness B. Failure avoidance rate Cpetitors market share rate D. Report rating E.
7) The value proposition consists of a cluster of benefits the company promises to deliver; it is A. Customer loyalty to the company B. customer experience with the company C. business processes D. total customer satisfaction E. customer expectations
On the other hand, the government sees the increase in cell phone use as an opportunity to make some additional revenue, and it decides to tax service providers
8) Purchase decisions are based on how consumers perceive prices and what they consider tobe the ________ price?not the marketer?s stated price. A. current actual B. last purchased price C. referent price D. current sale price
9) A ________ consists of a group of customers who share a similar set of needs and wants. A. market target B. market level C. market segment D. market slice E. market group
10) ________ is the result of a concentrated effort by designers, engineers, and purchasing agents to reduce the product?s overall costs. A. Learning curve B. Experience curve C. Least cost producer D. Target costing
11) Companies normally budget marketing research at ________ percent of company sales. A. 1 to 2 B. 10 to 12 C. 6.5 D. 4 E. 2 to 3
12) The following are considered to be advantages of online research EXCEPT ________. A. online research is inexpensive B. people tend to be more honest online than in other interviewing methods C. online research is more versatile D. online research is relatively free of technological problems and inconsistencies E. online research is faster
13) Coca-Cola?s failure in promoting New Coke was largely due to a marketing research barrier identified as ________. A. a narrow conception of the research B. personality and presentation differences C. late and occasional erroneous findings D. poor framing of the problem E. uneven caliber of researchers
Customer perceived value
14) Marketing communications can contribute to brand equity by establishing the brand in memory and to________ (in)a brand image. A. create interest B. craft C. create demand Dmunicate