Which of the following accurately describes a product category manager?
A) A product category manager works for a company that relies solely on individual branding.
B) A product category manager is responsible for moving a company's product mix from generic to branded.
C) A product category manager coordinates the development of brand equity for a specific brand name.
D) A product category manager is also called a sales manager.
E) A product category manager coordinates the mix of product lines within a general product category and is responsible for the addition of new product lines.
E
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Many of the national markets of Eastern Europe, Latin America, Africa, and Asia may still be underdeveloped, but they are potentially enormous. Which of the following is a risk to businesses moving into these regions?
a) it is likely that communist dictatorship will return to these regions b) there is no guarantee that democracy will thrive in many of the world's newer democratic states c) these regions are likely to have consistent domestic economic growth and not be open to foreign investment d) businesses in emerging markets are frequently taken over by the states
If a direct-mail marketer wished to direct promotional efforts toward the family of ________, efforts need to be directed toward parents and siblings of the family members
A) orientation B) procreation C) immediacy D) intimacy E) reference