A Friend of Yours Is Starting a New Business

question 60

Multiple Choice

A friend of yours is starting a new business. She is confident that her product is superior to her competitors' and doesn't want to budget any money for marketing. You would recommend that she rethink her position on marketing for all of the following reasons except

• A) marketing helps new ventures organize, operate, and assess risk.
• B) marketers help address unmet customer needs, regardless of the size of the firm.
• C) marketing focuses on the product, but only as one element; three other areas are promotion, price, and place.
• D) marketers are skilled at communicating the value of the product to potential customers.
• E) marketing isn't essential now, but it will be in a year or two when the product takes off.

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Definitions:

Physiological Arousal

A state of heightened physiological activity, including increased heart rate, blood pressure, and energy mobilization, often in response to stimuli.

Cultural Influence

The impact that a society's values, beliefs, and practices have on the behavior and attitudes of its members.

Mirror Neuron

A neuron that fires both when an individual acts and when the individual observes the same action performed by another, thought to be involved in learning through imitation.

Specific Action

A particular or distinct deed or movement carried out with a purpose in mind.