Marketing management is involved throughout the new product development process, and especially in the __________ stage.
a. test marketing
b. concept testing
c. product development
d. idea generation
Question 2When Diana, the marketing vice president, assesses any business problem or opportunity in terms of general analysis, she should review the 5Ps.
a. True
b. False
Indicate whether the statement is true or false
Question 3The opposite of a top-down approach is usually called
a. outside-in.
b. inside-out.
c. co-creation.
d. bottom-up.
Question 4For marketing to have an equal vote in company decisions, it needs to quantify the effectiveness of marketing programs in financial terms.
a. True
b. False
Indicate whether the statement is true or false
Question 5Top-down is also called __________ because the idea comes from within the company, and then feedback from the outside is sought later in the process.
a. inside-out
b. outside-in
c. long-term
d. short-term
Question 6One of the factors currently stressing marketers is the pressure to show results.
a. True
b. False
Indicate whether the statement is true or false
Question 7A(n) __________ approach is found frequently among companies with strong engineering orientations, pharmaceutical and biomedical firms, financial services, and many high-technology companies.
a. bottom-up
b. top-down
c. upward
d. downward
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