In Their Book, Counterintuitive Marketing: Achieve Great Results Using Uncommon

question 57

Multiple Choice

In their book, Counterintuitive Marketing: Achieve Great Results Using Uncommon Sense, Clancy and Krieg argue that many failures may be attributed to managers making:

• A) intuitive decisions without the use of research.
• B) bad decisions but with good information.
• C) decisions based only on competitive information.
• D) good decisions, but making them too late to be competitive.
• E) decisions that allow for the counter-actions of competitors.

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Definitions:

Activity Base

A measure used to assign costs to activities that incur costs, often used in the context of activity-based costing.

Managerial Accountant

A professional who focuses on providing financial information within a company to assist in decision making and financial planning.

Operations

Refers to the daily activities involved in running a business, which can include production, marketing, and product development.

Variable Costs

Costs that change in proportion to the volume of goods or services produced.