Sam Reuter, Marketing Manager for Herbal Shampoo Company, Has to Choose

question 18

Multiple Choice

Sam Reuter, marketing manager for Herbal Shampoo Company, has to choose one of three different proposed labels for a new herbal shampoo. How might Sam pretest consumer response to the labels?

• A) Put a toll-free telephone number and Web site address on the product label.
• B) Check the labels of competitors.
• C) Launch the product with new labels and evaluate the response.
• D) Prepare sample labels with graphics software and test them on the Internet.
• E) Set up a televideo conference.

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Definitions:

Competitive Intelligence

The systematic gathering, analysis, and application of information about competitors, market trends, and other external factors affecting an organization's competitive position.

Standardize

The process of making something conform to a standard.

MRO Supplies

Maintenance, Repair, and Operations (MRO) supplies are goods used in the production process but do not become part of the end product, including lubricants, safety equipment, and cleaning supplies.

Decentralization

The distribution of decision-making power away from a central authority, allowing for more localized or divisional decision control.