Those companies, organizations, or individuals who are ahead of trends or have needs that go beyond what is offered by current products are known as:
a. pioneers.
b. initiators.
c. lead users.
d. trendsetters.
Question 2The basis of _____ is the official job position or title that an individual holds, rather than the characteristics of the individual him/herself.
a. informational power
b. referent power
c. legitimate power
d. coercive power
e. expert power
Question 3Which of the following areas is not one found by research to be appropriate for study in a marketing channel audit?
a. Pricing policies and allowances
b. Extent and nature of the product line
c. New products and their marketing development through promotion
d. Sales force performance in servicing the accounts
e. Customer's satisfaction with new products being introduced
Question 4Discuss the arguments in favor of global standardization.
Question 5Jenna is reading a fashion magazine. While flipping through the pages, she notices a black-and-white photograph amidst a photoset containing vibrant colors. The black-and-white photograph may attract Jenna primarily because it is:
A) an abstract stimulus.
B) below her perceptual threshold.
C) below her absolute threshold.
D) in contrast with the competing stimulus.
E) an habituated stimulus.
Question 6In industrial product development, for most companies, which is the best source of new product ideas?
a. Mall intercept surveys
b. Random phone interviews
c. The customers using the industrial goods
d. Brainstorming sessions with the manufacturers
Question 7_____ includes the ability to punish the other party financially, physically, emotionally, or mentally.
a. Reward power
b. Coercive power
c. Legitimate power
d. Expert power
e. Referent power
Question 8A periodic gathering of data on how channel members perceive the manufacturer's marketing program, its component parts, where the relationships are strong and weak, and what is expected of the manufacturer to make the channel relationship viable and optimal, is known as:
a. A cooperative approach to channel analysis.
b. Distribution programming.
c. Channel analysis by outside parties.
d. A marketing channel audit.
e. Distributor advisory council.
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