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Question
Identify and explain the three basic questions a marketing plan should answer.Answer
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Related questions
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In 1994 Robert Mondavi came up with:
A.a capsule-free, flange-top bottle design.
B.a new flavor of wine cooler that revolutionized the industry.
C.a new brand of liquor with a unique marketing campaign.
D.a way to vacuum cork bottles.
Q:
Generally, independent, venture-capital-based start-ups by entrepreneurs tend to outperform corporate start-ups significantly.
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Entrepreneurial activities tend to immediately affect the bottom line, and hence are seldom overlooked and receive extensive funding and support.
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In creating a culture for corporate entrepreneurship leadership is important.
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Corporate entrepreneurship is most strongly reflected in entrepreneurial activities as well as in top management orientations in organizations.
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To be the basis of a firm's superior performance over competitors for an extended period of time, valuable and rare resources need to be:
A.inimitable.
B.fully utilized.
C.patented.
D.shared.
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A narrow scope strategy reduces the risks associated with competition.
Q:
A narrow scope strategy is better than a broad scope strategy in an environment high in uncertainty.
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A narrow scope strategy offers a small product range to a small number of customer groups.
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Adaptations necessary to meet changes in market demand are difficult because an organization resists change.
Q:
First movers suffer a cost disadvantage as they are not able to move down the experience curve.
Q:
The knowledge needed to generate innovation cannot be easily learned from a textbook.
Q:
In the ________ method a new idea is developed through a list of related issues or suggestions.
A.Gordon
B.checklist
C.collective notebook
D.matrix charting
Q:
Identify the main disadvantages of being a first-mover.
Q:
Which of the following is a liability of newness?
A.Costs associated with learning new tasks are high.
B.Lack of established routines and processes give the venture a new slate.
C.Communication in informal systems is increased.
D.Market for potential consumers is limited.
Q:
Imitation strategies:
A.require expensive and extensive research.
B.are rare and inimitable.
C.does not provide organizational legitimacy.
D.can enhance a firm's performance.
Q:
_____ refers to the probability, and magnitude, of downside loss.
A.Reward
B.Risk
C.Liability of newness
D.Technology error
Q:
Frequent flier miles would be an example of which barrier to entry?
A.Building customer loyalties
B.Securing access to supply of key resources
C.Creating product uniqueness
D.Building in switching costs
Q:
The costs that must be borne by customers if they are to stop purchasing from the current supplier and begin purchasing from another is(are):
A.customer switching costs.
B.lead time.
C.resource costs.
D.resource bundle errors.
Q:
The U.S. Chamber of Commerce and Small Business Development Centers are good places to get information and assistance in starting a new business.
Q:
Which of the following problem-solving techniques begins with group members not knowing the exact nature of the problem?
A.Parameter analysis
B.Matrix charting
C.The Gordon method
D.Free association
Q:
Reverse brainstorming is much like brainstorming except that:
A.criticism is not allowed.
B.the technique is based on finding solutions.
C.the group need not be careful to maintain good morale.
D.the process usually involves identification of everything wrong with an idea.
Q:
_____ is not desirable when brainstorming is in process.
A."Freewheeling"
B.Idea combination and improvement
C.Generating a large quantity of ideas
D.Criticism
Q:
The largest source of new product ideas is:
A.the U.S. Patent Office.
B.the entrepreneur's research and development.
C.customers.
D.the federal government.
Q:
Patents filed with the U.S. Patent Office:
A.are not disclosed to the public.
B.are the property of the U.S. Government.
C.frequently suggest other new products.
D.are only accessible to public limited companies.
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The entrepreneur should always design and build his own webpage to maintain strategic control.
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Only the test marketing phase of product planning provides actual sales results to judge the product's customer appeal.
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In the test market stage of product planning, the refined product idea is tested to determine customer acceptance.
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In the concept stage, the refined idea is tested to determine consumer acceptance.
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Creative synthesis is closely connected to the technique of parameter analysis.