MKT440 QUIZ
A completed R&D project can be used to modify existing brands and: a. Request another R&D project b. Introduce a new brand c. Reduce Market Research Studies costs d. Improve Economy
b. Introduce a new brand
Customers make purchase decisions based on: a. R&D Investments b. Their perception c. Your perception d. Team names
b. Their perception
How many customer segments are in the Sonite market: a. 3 b. 4 c. 5 d. Unknown
c. 5
There are 4 distribution channels available: Specialty Stores, Mass Merchandisers, Online Stores and Direct Sales Force. a. True b. False c. Unknown
b. False (There are 3: Specialty stores, Mass merchandisers, Online stores)
The battery life characteristic for the Sonite brands is between: a. 12-25 Hour b. 0-50 Hour c. 24-96 Hour d. 10-200 Hour
c. 24-96 Hour
The maximum number of Sonite brands a firm can market at any given time is: a. 3 b. 4 c. 5 d. 6 or more
c. 5
A Sonite R&D project requires more time than a Vodite R&D project: a. True b. False c. Unknown
c. Unknown
Your marketing budget is used each period to invest in: a. Advertising b. Sales Force c. Market Research d. All of the above
d. All of the above
The product MOST is manufactured by firm: a. S b. R c. T d. M
d. M
The Convenience of a brand is based mostly on: a. Price b. Price and Design c. Battery Life and Processing Power d. None of the above
d. None of the above (it's based on battery life, design, and number of features)
If you have no units in inventory, you ask your production department to produce 100,000 units and the demand is 140,000 units, you will be able to sell: a. 120,000 units b. 140,000 units c. 100,000 units d. Unknown
120,000 (If you did not order enough units to cover the demand, the production will be automatically increased by up to 20%. On the contrary, if you ordered too many units and cannot sell them in the period, the production will be automatically reduced by up to 20%.)
The two markets in Markstrat are: a. Independent b. Complementary c. Substitutabled. None of the above
a. Independent
The obsolete inventory is sold to a: a. Trading company b. Another team c. Your professor d. Unknown
a. Trading company
Base cost is a characteristic for a Vodite brand: a. True b. False c. Unknown
a. True
The perceptual map study is based on the MDS study: a. True b. False c. Unknown
a. True
The similarity of R&D projects will have an impact on costs: a. True b. False c. Unknown
a. True
The MDS study measures brand perception along how many dimensions: a. 2 b. 3 c. 4 d. 5 or more
b. 3
An online query will be more accurate than a feasibility study for an R&D project: a. True b. False c. Unknown
b. False
Market Research Reports are free: a. True b. False c. Unknown
b. False
The higher the resolution, the lower the base cost: a. True b. False c. Unknown
b. False
Your overall objective in Markstrat is to maximize: a. ROI b. Net Contribution c. R&D Investments d. Stock Price Index
d. Stock Price Index
The two industries in Markstrat include Sonites and: a. Modites b. Bodites c. Codites d. Vodites
d. Vodites
There is only one way to re-position a brand: through advertising. a. True b. False c. Unknown
b. False
Perceptual objectives maybe set based on: a. Semantic Scales Study b. Semantic Scales and MDS Study c. MDS Study
b. Semantic Scales and MDS Study
