Question 1

Organix Internationals LLC is planning to introduce its new range of breakfast cereals. List the different product levels that it considers while formulating the demand estimates for the new product.

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Question 2

Two major methods of computing area market potential are market build-up method and multiple factor-index method. Which of these methods will Nexus Enterprises, a manufacturer of auto parts implement to estimate its market potential?

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Question 3

Suppose the people of Greenworld, an island on the southwest Pacific are primarily involved in the direct procurement of edible plants and animals from the wild, foraging and hunting without significant recourse to the domestication of either. On the contrary people in Newland, a country rich in petroleum resources export petroleum to the industrial countries. Which of the two countries mentioned above is likely to offer greater marketing opportunities for luxurious goods and why?

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Question 4

Suppose Redbus, a player in the small car market is planning to launch its new range of hybrid cars. It decides to estimate the future demand for its new car before launching it in the market. If interviewing consumers is not practical, what alternative technique might it resort to?

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Question 5

Philips Lighting's first shot at marketing a standalone compact fluorescent light (CFL)bulb was Earth Light, at $15 each versus 75 cents for incandescent bulbs. The product had difficulty climbing out of its deep green niche, as such marketing efforts of Philips suffered from the "green marketing myopia". Identify the three ways of avoiding this.

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Question 6

Suppose the brand development index of the detergent manufactured by Fasclean in Boston is 90 and that in Austin is 48. Compare the marketing opportunity of Fasclean detergent in the two cities.

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Question 7

Simpsons, a manufacturer of air conditioners, finds that its sales potential is less than its market potential even when it spends a sufficient amount on advertisements and after sale services. What is the basic reason behind such an observation by the marketers of Simpsons?

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Question 8

Assume that you are a marketing manager for a youth clothing manufacturer that has just read about the megatrend of the "rising Hispanic influence" in the United States. Explain this megatrend and indicate why it might be important to your company.

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Question 9

If the ratio between current and potential levels of market demand is close to unity, what can you infer about the industry's market-penetration index and the growth potential of the firms in the industry?

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Question 10

Suppose Ornate Inc. and Oracle are the only players in digital camera industry. What can Ornate do to acquire marketing intelligence?

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Question 11

The United States has one of the world's highest percentages of college-educated citizens. What can be the possible implications of this observation to the marketing environment of a U.S. firm?

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Question 12

Why do the companies need to search for practical means to harness renewable sources of energy like wind and water?

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Question 13

Suppose, the Belgian government prohibits sale of cigarettes to people below 20 years of age. Who are likely to comprise the qualified available market for Dunhill, a manufacturer of herbal cigarettes in Belgium?

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Question 14

Suppose 100 million people consume black tea every year, and an average consumer consumes 8 kgs of tea at an average price of $3 per kg. Compute the total market potential for tea.

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Question 15

How does the marketing environment determine the position of the market demand function?

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Quiz 3: Collecting Information and Forecasting Demand