Quiz chap 5 Flashcards
- (p. 114) What term is used to refer to the size of current users who are already using a particular product at the time of forecast?
A. Target market
B. Penetrated market
C. Market potential
D. Test market
B. Penetrated market - already using (Thị trường thâm nhập)
- (p. 114) Which of the following statements is true of the top-down approach in sales forecasting?
A. A central person or persons take the responsibility to prepare an overall forecast
B. Once each part of the firm prepares its own sales forecast, the parts are aggregated to create the forecast as a whole
C. Firms can break their anticipated demand into pieces and sum the components to create the summary forecast
D. Various combinations of market segments and/or product lines can be combined to build a business plan that looks viable
A. A central person or persons take the responsibility to prepare an overall forecast
top-down -> “central” - “overall forecast”
Top-down forecasting is a method of estimating a company’s future performance by starting with high-level market data and working “down” to revenue. This approach starts with the big picture and then narrows in on a specific company
- (p. 115) Statistical methods are not recommended for new product managers charged with forecasting sales for a new product because
A. There is no history in their venture on which to base a statistical forecast
B. These methods tend to not base their assumption of the future on the past
C. It does not include a method to forecast impact on consumer demand of different combinations of attributes
D. It is not based on what people actually do
A. There is no history in their venture on which to base a statistical forecast
(new product - no history)
- (p. 115) Company A is a tire manufacturer and uses factors like the number and age of vehicles currently on the road in the country, predictions of GDP for the region, and other relevant factors to forecast market potential. Which of the following methods is the method Company A uses for a more accurate forecast?
A. Analogy
B. Statistical method
C. Observation
D. Surveys
B. Statistical method (number and age of…, predictions of GDP for the region)
- (p. 116) For which category of new products is the observational method of preparing an evidence-based forecast not possible?
A. New product lines
B. Improvements in or revisions of existing products
C. New-to-the-world products
D. Repositionings
C. New-to-the-world products (“new” –> no “evidence-based forecast”)
- (p. 116) Honeydew, a well-known confectionery, plans to introduce a walnut fudge candy. It asks some of its regular customers to sample it and provide their opinion. In this way, the management hopes to estimate the likely number of buyers for the product, if introduced in their store. Honeydew used the _____ method of forecasting.
A. Survey
B. Judgment
C. Statistical
D. Analogy
A. Survey (regular customers to sample it and provide their opinion)
- (p. 117) Which of the following observations is not applicable to the analogy approach of forecasting sales?
Nhận xét nào sau đây không áp dụng được cho phương pháp loại suy của dự báo bán hàng?
A. It allows for comparison of similar available historical data for any particular product
B. It uses a behavioral approach to estimate future sales patterns and likely customers
C. It is an approach often used to forecast the sales or market potential for a new product
D. It allows managers to look at the sales history of earlier introductions to forecast the sales for the new product
B. It uses a behavioral approach to estimate future sales patterns and likely customers
(analogy - sự tương đồng –> 3 câu còn lại đúng)
(behavioral - not to estimate future sales)
- (p. 118) Which of the following is “not” a valid reason for the decline in the use of live test markets?
A. They are expensive to conduct
B. Competitors can buy checkout scanner data without bearing test marketing expenses
C. Differences exist between what people imagine about a product in a test market and what is actually delivered
D. Competitors engage in marketing tactics to mislead the company by distorting normal purchasing patterns in a category
C. Differences exist between what people imagine about a product in a test market and what is actually delivered (live -> no “what … imagine and what is actually delivered”)
- (p. 120) Diffusion of innovation theory allows (diffusion: sự lan tỏa)
A. Marketers to estimate how rapidly an innovation is likely to be adopted by the target market
B. Consumers to gauge the feasibility of product acceptance within their reference groups
C. Management to estimate how quickly innovation can seep into an organizational culture
D. Marketers to manipulate customer attitudes from the time they first hear about the new product until they adopt it
A. Marketers to estimate how rapidly an innovation is likely to be adopted by the target market
(diffusion - how rapidly an innovation … be adopted)
- (p. 120) The speed of the adoption process Is based upon the all of the following except
A. Relative simplicity of the new product
B. Ease with which the central idea of the new product is communicated
C. Extent to which its trial can be accomplished on a large-scale basis
D. Relative advantage of the new product over other products
C. Extent to which its trial can be accomplished on a large-scale basis (adoption ko có “trial”)
(adoption process: process of users becoming aware of a product, understanding its value, and beginning to use it)
- (p. 121) Late majority are individuals who
A. Adopt a new product for economic or social reasons
B. Are more likely to be receptive to new ideas
C. Are the most “local” and stubbornly resist change
D. Want to be sure that a new product will prove successful before adopting it
A. Adopt a new product for economic or social reasons
muốn mua iphone mới ra nhưng chờ giá giảm mới mua
- (p. 121) Arguably, in terms of value, the least important group in the diffusion of innovations curve is:
A. Early majority
B. Late majority
C. Laggards
D. None of the above
C. Laggards (Người chậm trễ - lagging)
- (p. 125) Brendin Co. is a retail chain specializing in business and casual wear for working women. Each week, all Brendin retail outlets receive sales information about their garments in terms of style and color; merchandise category (e.g., dress or casual); store, area, or region; and for various time periods. This is an example of the use of
A. Marketing databases
B. Competitive intelligence systems
C. Internal records systems
D. Client contact and salesforce automation systems
C. Internal records systems (receive sales information)
- (p. 126) Company A uses loyalty cards to track and analyze customer buying patterns and to offer customers coupons and incentives tailored to their buying behavior. Which of the market knowledge systems does the company use?
A. Marketing databases
B. Competitive intelligence systems
C. Internal records systems
D. Client contact and salesforce automation systems
A. Marketing databases (track and analyze –> tailored to their buying behavior)
- (p. 126) What system of information collection best illustrates a marketing database?
A. “Cookies” or electronic signatures placed at a customer’s personal computer
B. Detailed sales and inventory about the fastest-selling items in a particular store
C. Companies’ annual and other financial reports, and government documents
D. Customer information captured from sales persons
A. “Cookies” or electronic signatures placed at a customer’s personal computer
marketing database - Cookies
