Marketing 3.00 Unit test

Which is one way businesses use computer technology to obtain information to improve their product or service mix?

• by mailing questionnaires to customers
• by tracking visitors to their websites
• by compiling detailed databases
• by preparing interactive software programs

Why would a business use a broad product mix?

• to assure that the product lines are related
• to decrease legal liabilities
• to relate the products to the target market
• to promote one stop shopping

Why is the quality level of a product an important product or service management decision?

• It identifies a product's brand
• it protects the consumers
• It reflects the image of the business
• it refers to the way the product works

Brand or trade names are used primarily to identify which component?

• The market
• The standard
• The product
• The trend

A company that makes ink pens claims no other pen on the market uses a type of ink that changes color when exposed to light.  The company is positioning its product according to which strategy?

• Price and quality
• features and benefits
• relation to other products in a line
• unique characteristics

Why does a company need to know the life-cycle stages of its products 

• to prevent imitators from entering the market
• to adapt its marketing strategies
• to predict the length of the life cycle
• to find new uses for the product

The direction in which a market or industry is moving is called a:

• trend
• movement
• cycle
• brainstorm

Why do companies use brands for their products?

• to differentiate their products
• to charge higher prices
• to encourage materialism
• to demonstrate creativity

Which activity is addressed in the product-or service management function?

• setting discounts to clear products from inventory
• determining where products will be offered for sale
• focusing promotional activities on a new product's release
• eliminating products that are slow sellers

Which is an unethical situation in product or service management?

• Vincent electronics discontinues production of a slow-moving solar calculator
• The Simpson Co embellishes the information that it places on its product labels
• Donna's Dress boutique obtains deep discounts from a new clothing designer
• Travis Manufacturing uses recycled materials for its product packaging