Question 15 Opportunities identified by ongoing marketing and corporate planning
ID: 395165 • Letter: Q
Question
Question 15
Opportunities identified by ongoing marketing and corporate planning and special opportunity analysis sort naturally into four categories. Which of the following is not one of them?
An underutilized resource
A new resource
A natural resource
An external mandate
Question 16
McDonald's features its "Golden Arches" in order to:
Improve its service
Attract qualified personnel
Add "tangibility"
Improve its processes
Question 17
A firm makes radical changes to its flagship product. This requires "great" changes in use as well as "great" changes in operations and marketing mode. The innovativeness risk in this case could be
None
Low
Medium
Dangerous
Question 18
The BEST new product ideas are based on
Channel desires
Manufacturing efficiencies
Profit goals
Customer problems
Question 19
A product "platform" may be based upon all of the following, EXCEPT:
Technology
Category
Brand name
Differentiation
Question 20
Which of the following is true of the quick second timing strategy?
It is usually a price entry keyed to manufacturing skills
It is safer than the slower entry strategy
It turns the firm into a forecaster
It is a pioneering approach
Explanation / Answer
Question 16:- McDonald's features its "Golden Arches" in order to:
Answer:- Add "tangibility"
Reason:- Any sort of trademark adds the tangibility to the brand’s offerings.
Question 17:- A firm makes radical changes to its flagship product. This requires "great" changes in use as well as "great" changes in operations and marketing mode. The innovativeness risk, in this case, could be
Answer:- Dangerous
Reason:- Due to the radical change in the functionality and the operations of the product, there are greater chances that customers may not like the product.
Question 18
The BEST new product ideas are based on
Answer:- Customer problems
Reason:- The products which are produced for addressing the issues of the customers are considered to be the best ideas for new products.
Question 19:- A product "platform" may be based upon all of the following, EXCEPT:
Answer:- Brand name