MKT 421 FINAL EXAM – LATEST 2014 To purchase this, Click here http://www.activitymode.com/product/mkt-421-final-exam-latest-2014/Contact us at: [email protected] MKT 421 FINAL EXAM – LATEST 2014 1. A producer might use a “pulling policy” rather than a “pushing policy” if: • Intermediaries are reluctant to handle a new product. • Its sales force has been very successful getting wholesalers and retailers to handle its product. • It has a very limited promotion budget. • It is offering a very “high-tech” product to a small product-market. 2. When new product ideas are chosen based on ratings and comments from customers, this process is called ______. • Creative resourcing • Idea engineering • Reaction engineering • Crowdsourcing 3. The primary purpose of branding is: • To prevent competitors from stealing product ideas. • To boost customer satisfaction. • To identify a product. • To enhance package design. 4. The company tries to follow an organized new-product development process—rather than using a faster and more spontaneous, “race-to-market” approach. • The managers worry too much about the competition. • The product fails to offer the customer a unique benefit. • The company delays putting the product on the market until it develops a complete marketing plan. 5. Genetech Corp. has invested heavily to develop a patented new product. Genetech wants to achieve a rapid return on its investment. It probably should set a ______________ pricing objective. • Status quo • Target return • Profit maximization • Sales-oriented 6. In the American Marketing Association’s Statement of Ethics, which ethical value stresses a firm’s attempts to balance the needs of its buyers with the interests of sellers? • Responsibility • Citizenship • Fairness • Honesty 7. David Oreck advertises Oreck vacuum cleaners via commercials that run on national radio programs. He encourages consumers to “…try my 8-pound Oreck vacuum for free for 30…