Scenario 10.3
Use the following to answer the questions.
The Pillsbury division of General Mills has promoted its baking products through its
trade character, the Pillsbury Doughboy, since 1965. He appears in television
commercials touting the quality, benefits, and features of the products Pillsbury sells.
Each product in the Pillsbury line, such as crescent rolls, pizza dough, biscuits, and
cinnamon rolls, includes the Pillsbury name on the package. In addition to the Pillsbury
name, the Pillsbury Doughboy also appears on each package, although in different
poses. On the Pillsbury website, the Pillsbury Doughboy character is animated and can
be seen “dancing”. He can be downloaded to your personal computer or used to create
your own e-card. How does brand loyalty typically affect a customer’s purchase
decisions?
a. It makes every purchase easy.
b. It shortens the amount of time and reduces the risk.
c. It provides an automatic measure of quality for all products.
d. It lengthens the process due to the great effort expended.
e. It makes decisions difficult because most people are loyal to many brands.
Which of the following is the best example of strategic philanthropy for Staples, the
large office supply chain?
a. Donating money to help fight illiteracy of both adults and children
b. Collecting money from employees for a charity
c. Giving a portion of its profits in August to support charter schools
d. Offering discounts to large corporations on their office supplies
e. Providing low-income families with school supplies and computer training
Product availability plays a major role in the purchase stage. If the highest-ranked
product is unavailable, the consumer will most likely purchase the brand ranked second.
a. True
b. False
The Kofton Corporation produces all types of jeans that are sold to retailers throughout
the world. Hank, the purchasing director at Kofton, has found a supplier who will
provide new fabrics that are easier to launder and more comfortable to wear.
Additionally, they are available at a lower price than the current jeans Kofton buys.
Since Kofton wants to satisfy its customers and its bottom line, Hank thinks he has a
winner. However, when presenting the news to his management team, one of them asks
‘œWill there be any child labor involved with this new supplier?’ Hank has forgotten ,
which is important to the Kofton Corporation.
a. the philanthropic position.
b. marketing citizenship.
c. a stakeholder orientation.
d. community relations.
e. social responsibility.
Opportunities for international marketers are limited to industrial nations with the
highest incomes.
a. True
b. False
Feedback does not exist for mass communication.
a. True
b. False
Which of the following is the best example of noise that originates with the receiver in
the communication process?
a. Sarah drives through a tunnel, and her radio signals become very weak.
b. Maria has been studying English for two years and does not understand the
symbolism being used in a commercial.
c. Kevin simply tunes out pop-up ads on the Internet so that they don’t even enter his
awareness.
d. Because of poor printing, Claire cannot read an advertisement in her local newspaper.
e. A mother fails to hear a new commercial for diapers because her new baby is crying.
Product advertising is often used to stimulate demand directly.
a. True
b. False
When Volvo’s advertising campaign mentions that the Volvo CX60 has the highest
safety rating of any European
sedan, it is using advertising.
a. advocacy
b. comparative
c. competitive
d. defensive
e. institutional
If The Limited Company relies on hiring a foreign textile manufacturer to produce a
designated amount of clothing for its Express, Limited, and other stores, it is using .
a. exporting
b. franchising
c. contract manufacturing
d. direct investment
e. licensing
Personal selling is changing in today’s marketplace due to several factors. Which of the
following is not a factor
that impacts today’s promotion through personal selling?
a. The difficulty in keeping customers because they are fickle.
b. New technology provides up-to-date information in the field.
c. The way in which customers gain information about a company or product.
d. Social CRM allows companies to discover and engage customers.
e. Electronic sales presentations through social media technology.
A targeting strategy in which an organization targets a single market segment using one
marketing mix is called a(n)_____ strategy.
a. selective
b. focused
c. differentiated
d. concentrated
e. undifferentiated
Carlos was given the task of conducting a research project for his firm. He proceeds
with the following steps: he asks questions to determine the research topic, conducts a
telephone survey, writes a report describing the survey results, and gives that report to
his boss. Which step of the marketing research process has Carlos omitted?
a. Collecting data
b. Defining and locating problems
c. Interpreting research
d. Designing the research project
e. Reporting research findings
The atmosphere and décor of a retail store, the variety and depth of product choices,
the customer support, even
the sounds and smells all contribute to the experiential element of its total product.
a. True
b. False
Individuals, groups, or organizations that share one or more similar characteristics that
cause them to have relatively similar product needs are called:
a. market segments.
b. heterogeneous markets.
c. concentrated markets.
d. demographic segments.
e. strategic segments.