The simplest method of projecting test-market results involves calculating a ratio of test product ...

The simplest method of projecting test-market results involves calculating a ratio of test product sales to total company sales in the area.
 
 Indicate whether the statement is true or false

Question 2

Red Bull is a brand of energy drink whose target market is mainly young people looking for a drink that can improve performance and concentration. Advertisements for Red Bull can be seen in bike shops and bars and as sponsors in events like the running of the bulls and soccer games. The marketing philosophy that coordinates all these different approaches is called:
 a. IMC (Integrated Marketing Communications).
 b. synergy.
 c. managerial parochialism.
 d. touch point marketing.

Question 3

One of the basic tenets of a relationship marketing program is that:
 a. a company change its organizational philosophy, structure, and processes.
 b. customers be viewed as temporary liabilities until they become assets.
 c. the firm abandon its longest-standing customers in favor of new ones.
 d. programs be implemented despite their high setup and implementation costs.

Question 4

Internal validity is a key consideration in designing a test-market.
 
 Indicate whether the statement is true or false

Question 5

The term synergy, when applied to IMC, means that multiple methods when used in combination with one another can cancel each other out and lead to less of a return on investment of marketing dollars.
 
 Indicate whether the statement is true or false

Question 6

One of the advantages of national account selling is:
 a. the buyer's ability to demonstrate its depth of commitment to the seller.
 b. a strengthened buyer-seller relationship through collaboration.
 c. showing loyalty to a specific buyer through its favored status.
 d. increased costs, but increased profits as well.

Question 7

Any element of the marketing mix can be examined with a test-market.
 
 Indicate whether the statement is true or false

Question 8

The acronym IMC stands for Improved Marketing Communications.
 
 Indicate whether the statement is true or false

Question 9

Which of the following is a distinguishing feature of a seller partnership in the business-to-business market?
 a. The seller partner provides long-term exchanges of goods and services in return for cash or other valuable consideration.
 b. The seller partner purchases a given category of goods and services exclusively from one provider.
 c. The other party to the partnership is a part of the same firm.
 d. Co-branding or co-marketing arrangements are usually involved.