Marketing Applications Unit 3

What should an employee do if a coworker is spreading malicious gossip about another worker?

• Refuse to pass on the information
• Deny hearing the rumor
• Ask for supporting evidence
• Check out the accuracy of the message

What is the advantage to a business of having its employees generate product ideas as a group?

• More participants provide a variety of perspectives.
• It is easier to develop and implement a product concept.
• Group members tend to reach consensus quickly.
• Screening activities can be distributed among several people.

What is an important aspect of a customer-centric business?

• Reducing the number of touch points with customers
• Limiting decision making for employees
• Being satisfied with the status quo 
• Aligning business activities with customer needs

Real market opportunity occurs during which situation?

• Good or services can be produced efficiently.
• Entrepreneurs brainstorm ideas.
• Supply exceeds demand.
• Identified wants exist.

When marketing researchers code the various responses on a questionnaire, they are performing which activity for each answer?

• Computing a total score
• Tabulating the response
• Rating the agreement
• Assigning a numeric value

When positioning a corporate brand, what is a marketer trying to determine by comparing the attributes of its products to those of competitors?

• Points of difference
• Causes of risk
• Areas of concern
• Frames of reference

One of the major differences between the decisions made in organizational buying and the decisions made in consumer buying is that organizational buying decisions consist of which activity?

• Made by members of senior management
• More frequently made by groups
• Made by influential people
• Always voted on by supervisors

Target markets are important factors to consider when a business is performing which activity?

• Analyzing personnel reports
• Establishing their accounting systems
• Distributing budget information
• Positioning their corporate brands

Which is a source a business often consider when generating product ideas?

• Design costs
• Test results
• Customer complaints
• Promotional plans

Which employee is a good source for obtaining new product ideas because he or she is in contact with customers on an ongoing basis?

• Graphic designer
• Tax auditor
• Sales representative
• Office manager