Question 1

Marcus works in marketing at a mid-sized firm that sells to both business and consumer markets. He is in charge of all the marketing activities targeted toward business customers, while his partner focuses on the activities targeting consumers. Marcus is most likely a
A) sales manager.
B) venture team manager.
C) product manager.
D) brand manager.
E) market manager.

Accepted Answer

Marcus is responsible for marketing activities targeting business customers, which falls under the role of a market manager who manages the marketing activities focused on a particular market or customer segment. Sales managers focus on sales strategies and tactics, venture team managers lead cross-functional teams to develop new products or services, product managers oversee the entire lifecycle of a product, and brand managers focus on developing and maintaining the brand's image and reputation.

Question 2

Tesla vehicles have the unique characteristics of being a totally electric, premium luxury vehicle. The marketing manager wants to focus on these unique aspects rather than comparing the vehicles directly to competitors. He wants Tesla to be seen in a totally different light. Based on these objectives, he would want
A) to avoid competition
B) to engage in head-to-head competition
C) to base its positioning on price
D) to base its positioning on the target market
E) to base its positioning on the vehicle's styling

Accepted Answer

The marketing manager wants to focus on the unique characteristics of Tesla vehicles and avoid direct comparison with competitors. This indicates that their positioning strategy should not be based on competition, making option A the best choice.

Question 3

Daryl is interested in determining how customers consider his firm's dietary products compared with its competitors. He begins surveying customers and asking them to state what they think about the products and brands in the dietary industry based on the dimensions of effectiveness and affordability. He will use this feedback to create "ideal points" for what consumers desire in dietary products. He will then compare these "ideal points" with his firm's products as well as other brands in the industry to see how they measure up. Daryl is engaging in
A) brand management.
B) perceptual mapping.
C) product repositioning.
D) product modification.
E) product differentiation.

Accepted Answer

Daryl is using survey data to create a map of how customers perceive different brands in the dietary industry based on the dimensions of effectiveness and affordability, which is known as perceptual mapping. This allows him to compare his firm's products with competitors and identify areas where they may be able to differentiate themselves. The other options (brand management, product repositioning, product modification, and product differentiation) may be part of a larger strategic plan that includes perceptual mapping, but they don't fully describe what Daryl is doing in this case.

Question 4

Janna has just bought an Oculus Rift. She likes the virtual reality headset, but there are some features she wishes it has that it does not. She hears about the HTC Vive and decides to test it out. She plans to compare its performance with the Oculus Rift. This will allow her to get a better idea about whether the Oculus Rift was a smart purchase. Janna is most likely trying to use these comparisons to determine _________________ .
A) product features
B) styling
C) level of quality
D) consistency of quality
E) positioning

Accepted Answer

Janna is comparing the performance of the Oculus Rift with the HTC Vive to determine the level of quality of her purchase, assessing which headset offers better features or performance.

Quiz 12: Developing and Managing Products

Marcus works in marketing at a mid-sized firm that sells to both business and consumer markets. He is in charge of all the marketing activities targeted toward business customers, while his partner focuses on the activities targeting consumers. Marcus is most likely a