19) The marketing communications mix consists of six major modes of communications. Which of the following is NOT one of these modes?
A.Sales promotions B.Advertising C.Personal selling D.Direct marketing E.Packaging
20) New-to-the- world products are ___.
A.new products that supplement established product lines (package sizes, flavors, and so on)
B.existing products that are targeted to new markets or market segments
C.new products that create an entirely new market
D.new products that allow a company to enter an established market for the first time
E.new products that provide improved performance or greater perceived value and replace existing products
21) Price has operated as the major determinant of buyer choice among poorer nations, among poorer groups, and with ____ products.
A.similar
B.commodity-type
C.identical
D.over the Internet
22) Following the ____ approach to target market selection encompasses a strong knowledge of the segment’s needs, a strong market presence, and operating economies through specializing in production, distribution, and promotion.
A.product specialization
B.full market coverage
C.single-segment concentration
D.selective specialization
E.market specialization
23) A company can add new products through acquisition or development. The acquisition route can take three forms. The company can buy other companies, it can acquire patents from other companies, or it can buy a ___ or ____ from another company.
A.franchise/co-brand
B.franchise/acquire rights
C.license/franchise
D.license/receive permission
24) John Kotter’s view argues that management focuses on coping with complexity, whereas leadership focuses on coping with _____.
A.defeat
B.change
C.conflict
D.success
E.morale
