Question 1

Guerrilla marketing consists of activities that are non-traditional, grassroots, and captivating, which gain consumers' attention and build awareness of the company.

Accepted Answer

A) True 
 B)False  True

Question 2

Price discrimination happens when a company charges different prices to different ____ segments.

Accepted Answer

A)  product 
B)  customer 
C)  risk 
D)  A or B 
E)  none of the above 
A)  product 
B)  customer 
C)  risk 
D)  A or B 
E)  none of the above B

Question 3

Marketing communications convey messages to the market; messages about the company's products and services, as well as about the company itself.

Accepted Answer

A) True 
 B)False  True

Question 4

During the introduction phase of the product life cycle, marketers must cultivate customer loyalty and build the brand.

Accepted Answer

A) True 
 B)False

Question 5

The scope of marketing ranges only from advertising to promotion.

Accepted Answer

A) True 
 B)False

Question 6

A segment is a group of customers defined by certain commonalities or characteristics that may be demographic, psychographic, or behavioral.

Accepted Answer

A) True 
 B)False

Question 7

The stages of the product life cycle are introduction, growth, maturity, and introduction again.

Accepted Answer

A) True 
 B)False

Question 8

New ventures cannot survive in competition with larger corporations, since the latter can spend intimidating sums on marketing research, testing their strategies, or designing marketing campaigns.

Accepted Answer

A) True 
 B)False

Question 9

Why must a company continue new product development even after launching a successful product into the market?

Accepted Answer

A)  To gain an advertising advantage 
B)  Competition 
C)  To keep the firm profitable 
D)  To ensure maturity in the market 
E)  Both B & C 
A)  To gain an advertising advantage 
B)  Competition 
C)  To keep the firm profitable 
D)  To ensure maturity in the market 
E)  Both B & C

Question 10

Some methods employed to develop a "listening system" include:

Accepted Answer

A)  Transactional surveys 
B)  Customer advisory panels 
C)  Cookies planted in customers' computers when they visit a ventures web page. 
D)  B and C only 
E)  A and B only 
A)  Transactional surveys 
B)  Customer advisory panels 
C)  Cookies planted in customers' computers when they visit a ventures web page. 
D)  B and C only 
E)  A and B only

Question 11

Early stage companies often find it necessary to scale up or change focus.

Accepted Answer

A) True 
 B)False

Question 12

Entrepreneurs discover the unique value they deliver by ___.

Accepted Answer

A)  Examining the total benefits of the venture. 
B)  Differentiating their value from existing competitors. 
C)  Validating its value with its customers. 
D)  All of the above. 
E)  None of the above. 
A)  Examining the total benefits of the venture. 
B)  Differentiating their value from existing competitors. 
C)  Validating its value with its customers. 
D)  All of the above. 
E)  None of the above.

Question 13

The customer's actual experience with the brand has a strong effect on brand image.

Accepted Answer

A) True 
 B)False

Question 14

Brand equity is the combined result of brand awareness and brand image.

Accepted Answer

A) True 
 B)False

Question 15

An important part of gaining the market's acceptance is___.

Accepted Answer

A)  Building brand awareness 
B)  Reducing the product's cost of goods sold 
C)  Franchising the brand 
D)  Building celebrity client network 
E)  None of the above. 
A)  Building brand awareness 
B)  Reducing the product's cost of goods sold 
C)  Franchising the brand 
D)  Building celebrity client network 
E)  None of the above.

Question 16

The three primary types of sales promotion are consumer promotions, trade promotions, and sales force promotions.

Accepted Answer

A) True 
 B)False

Question 17

What type of strategy aims to proactively move the volume of products through the channel using tools such as trade promotions, trade shows, and personal selling to distributors?

Accepted Answer

A)  Pull strategy 
B)  Push strategy 
C)  Penetration pricing 
D)  Product differentiation 
E)  None of the above 
A)  Pull strategy 
B)  Push strategy 
C)  Penetration pricing 
D)  Product differentiation 
E)  None of the above

Question 18

Which of the following is an approach to Guerrilla Marketing?

Accepted Answer

A)  Identifying challenges and developing creative solutions. 
B)  Using the "inherent drama" in your offerings to your benefit. 
C)  Capturing people's attention by targeting the local news media with a public, promotional event. 
D)  Creating an entertaining digital video that can be viewed and shared online. 
E)  All of the above 
A)  Identifying challenges and developing creative solutions. 
B)  Using the "inherent drama" in your offerings to your benefit. 
C)  Capturing people's attention by targeting the local news media with a public, promotional event. 
D)  Creating an entertaining digital video that can be viewed and shared online. 
E)  All of the above

Question 19

New ventures must differentiate their product or service to make its distinctiveness and value clear to customer.

Accepted Answer

A) True 
 B)False

Question 20

Guerrilla tactics have become increasingly difficult to execute in recent years, because corporate marketing executives are now employing non-traditional tactics as well and have much larger budgets at their disposal.

Accepted Answer

A) True 
 B)False

Guerrilla marketing consists of activities that are non-traditional, grassroots, and captivating, which gain consumers' attention and build awareness of the company.

Price discrimination happens when a company charges different prices to different ____ segments.

Marketing communications convey messages to the market; messages about the company's products and services, as well as about the company itself.

During the introduction phase of the product life cycle, marketers must cultivate customer loyalty and build the brand.

The scope of marketing ranges only from advertising to promotion.

A segment is a group of customers defined by certain commonalities or characteristics that may be demographic, psychographic, or behavioral.

The stages of the product life cycle are introduction, growth, maturity, and introduction again.

New ventures cannot survive in competition with larger corporations, since the latter can spend intimidating sums on marketing research, testing their strategies, or designing marketing campaigns.

Why must a company continue new product development even after launching a successful product into the market?

Some methods employed to develop a "listening system" include:

Early stage companies often find it necessary to scale up or change focus.

Entrepreneurs discover the unique value they deliver by ___.

The customer's actual experience with the brand has a strong effect on brand image.

Brand equity is the combined result of brand awareness and brand image.

An important part of gaining the market's acceptance is___.

The three primary types of sales promotion are consumer promotions, trade promotions, and sales force promotions.

What type of strategy aims to proactively move the volume of products through the channel using tools such as trade promotions, trade shows, and personal selling to distributors?

Which of the following is an approach to Guerrilla Marketing?

New ventures must differentiate their product or service to make its distinctiveness and value clear to customer.

Guerrilla tactics have become increasingly difficult to execute in recent years, because corporate marketing executives are now employing non-traditional tactics as well and have much larger budgets at their disposal.

The Power of Entrepreneurship

The Entrepreneurial Process

Opportunity Recognition, Shaping, and Reshaping

Prototyping Your Ideas

Understanding Your Business Model and Developing Your Strategy

Building the Founding Team

The Business Planning Process

Building Your Pro Forma Financial Statements

Financing Entrepreneurial Ventures Worldwide

Raising Money for Starting and Growing Businesses

Debt and Other Forms of Financing

Legal and Tax Issues, Including Intellectual Property

Entrepreneurial Growth

Social Entrepreneurship

Filters

Exam 6: Entrepreneurial Marketing

Guerrilla marketing consists of activities that are non-traditional, grassroots, and captivating, which gain consumers' attention and build awareness of the company.

Price discrimination happens when a company charges different prices to different ____ segments.

Marketing communications convey messages to the market; messages about the company's products and services, as well as about the company itself.

During the introduction phase of the product life cycle, marketers must cultivate customer loyalty and build the brand.

The scope of marketing ranges only from advertising to promotion.

A segment is a group of customers defined by certain commonalities or characteristics that may be demographic, psychographic, or behavioral.

The stages of the product life cycle are introduction, growth, maturity, and introduction again.

New ventures cannot survive in competition with larger corporations, since the latter can spend intimidating sums on marketing research, testing their strategies, or designing marketing campaigns.

Why must a company continue new product development even after launching a successful product into the market?

Some methods employed to develop a "listening system" include:

Early stage companies often find it necessary to scale up or change focus.

Entrepreneurs discover the unique value they deliver by ___.

The customer's actual experience with the brand has a strong effect on brand image.

Brand equity is the combined result of brand awareness and brand image.

An important part of gaining the market's acceptance is___.

The three primary types of sales promotion are consumer promotions, trade promotions, and sales force promotions.

What type of strategy aims to proactively move the volume of products through the channel using tools such as trade promotions, trade shows, and personal selling to distributors?

Which of the following is an approach to Guerrilla Marketing?

New ventures must differentiate their product or service to make its distinctiveness and value clear to customer.

Guerrilla tactics have become increasingly difficult to execute in recent years, because corporate marketing executives are now employing non-traditional tactics as well and have much larger budgets at their disposal.

The Power of Entrepreneurship

The Entrepreneurial Process

Opportunity Recognition, Shaping, and Reshaping

Prototyping Your Ideas

Understanding Your Business Model and Developing Your Strategy

Building the Founding Team

The Business Planning Process

Building Your Pro Forma Financial Statements

Financing Entrepreneurial Ventures Worldwide

Raising Money for Starting and Growing Businesses

Debt and Other Forms of Financing

Legal and Tax Issues, Including Intellectual Property

Entrepreneurial Growth

Social Entrepreneurship

Filters