Capacity Management Marketing Dashboard
Assuming the information shown in the JetBlue capacity management marketing
dashboard above will not change in the near future, what actions would recommend that
JetBlue take?
a. Proceed as in the past; JetBlue is clearly profitable.
b. Use advertising to let consumers know how JetBlue currently meets their needs.
c. Change the flight schedules to accommodate travelers’ needs and advertise these
changes.
d. Keep the flight schedule as it is and reduce the price per flight.
e. There is not enough information in the marketing dashboard to suggest an action to
take.
Answer:
Which of the following measures consumers’ expectations of the U.S. economy?
a. Index of Consumer Sentiment
b. Consumer Expenditure Survey
c. U.S. 2010 Census
d. Survey of Consumer Finances
e. Survey of Buying Power
Answer:
Los Angeles Lakers tickets cost so much because
a. the Lakers subsidize the Los Angeles Clippers, which also play in Staples Center.
b. the Lakers must cover all of their operating costs while earning a profit.
c. their stadium is the most expensive to maintain.
d. their luxury payroll tax and marketing costs are the highest in the NBA.
e. the team must cover ticket broker fees paid as a result of unsold seats at home games.
Answer:
Yield management pricing is most consistent with services trying to deal with
a. perceived risk.
b. capacity management.
c. cognitive dissonance.
d. inelasticity of demand.
e. new product strategy development.
Answer:
The Hummer was an attention-getting SUV that sold for $80,000 in a limited number of
dealerships. Then, General Motors developed a smaller version for $50,000 that could
be sold in many more outlets. To cover costs and reach the market faster, the Hummer
H2 shared some parts with other GM cars. To which customer effects did Hummer
marketing managers need to pay particular attention?
a. The price of Hummer H2 should make sense to customers and reflect differences in
the perceived value of the H2 relative to the original Hummer.
b. Elements such as gas mileage, color, and interior fabrics will be important for H2
customers.
c. The most important element of the H2 is its versatility as a family vehicle.
d. Comfort and fuel efficiency will be more important than price for H2 customers.
e. GM used a penetration pricing strategy for the original Hummer; the H2 continues
this pricing strategy to maximize profit.
Answer:
Which method of promotion budgeting would most likely be used by small businesses?
a. all-you-can-afford budgeting
b. percentage of sales budgeting
c. competitive parity budgeting
d. objective and task budgeting
e. linear forecast budgeting
Answer:
An example of a public source of information consulted during an external search
would include
a. advertising.
b. relatives.
c. salespeople.
d. product-rating organizations.
e. friends.
Answer:
The consumer sales promotion that involves the use of a brand-name product in a
movie, television show, video, or a commercial for another product is referred to as
__________.
a. co-branding
b. subliminal tie-in
c. product placement
d. partnership promotion
e. product parallelism
Answer:
Four basic business and management practices are important, according to researchers
who studied more than 200 management tools and techniques. These are: (1) strategy,
(2) execution, (3) __________, and (4) structure.
a. charismatic leadership
b. culture
c. quality
d. sustainability
e. ethics
Answer:
Reflecting on the research study of over 200 management tools and techniques, which
of the following companies is used as an example of a firm that excels based on its
organizational structure?
a. Costco
b. Smucker’s
c. Lockheed Martin’s Skunk Works
d. Coca-Cola
e. Kodak
Answer:
Salespeople called __________ visit customers and replenish inventory stocks of
resellers, such as retailers or wholesalers.
a. inside order takers
b. outside order takers
c. inbound telemarketers
d. outbound telemarketers
e. management order takers
Answer:
Godiva Chocolatier invites consumers to stop by one of their stores for an unforgettable
experience, including delectable chocolates, decorative gift collections, and unrivaled
customer care. What type of retail service is Godiva offering?
a. full-service
b. limited-service
c. self- service
d. restricted-service
e. functional-service
Answer:
In the sneaker market, Reebok and Nike practice __________ positioning since both
manufacturers compete in the same target market with similar product attributes.
a. psychological
b. perceptual
c. differentiation
d. head-to-head
e. market
Answer:
A(n) __________ firm views the world as one market and emphasizes cultural
similarities across countries or universal consumer needs and wants more than
differences.
a. transcontinental
b. multidomestic
c. international
d. multinational
e. transnational
Answer:
Segmentation based on some observable actions or attitudes by prospective customers,
such as what benefits they seek, as well as where, how frequently, and why they buy, is
referred to as
a. demographic segmentation.
b. psychographic segmentation.
c. geographic segmentation.
d. behavioral segmentation.
e. socioeconomic segmentation.
Answer:
In terms of price, which of the following type of consumer product would most likely
be relatively inexpensive?
a. shopping product
b. convenience product
c. specialty product
d. unsought product
e. supplies
Answer:
The appearance of the environment in which the service is delivered and where the firm
and customer interact can influence the customer’s __________ of the service.
a. repeat usage
b. evaluation
c. exploitation
d. utilization
e. perception
Answer:
The actions taken during the evaluation phase of the strategic marketing process
include: (1) __________ and (2) correct negative deviations and exploit positive ones.
a. find points of difference
b. execute the marketing program
c. compare results with plans to identify deviations
d. track sales and revenues and compare with competitors
e. develop the budget by estimating revenues, expenses, and profits
Answer:
Which of the following is MOST likely to be an example of an unsought product?
a. snow shovel
b. cell phone
c. gym membership
d. calculator
e. burial insurance
Answer:
“Buy American-made products. Keep America working.”Jim Brown, Cleveland, Ohio,
USA, is a slogan that reflects
a. the American value of working hard for your money.
b. patriotism in a time of political uncertainty.
c. an American attitude of consumer ethnocentrism.
d. a promotional campaign by an American manufacturer.
e. the American value of capitalism.
Answer:
In the construction industry, an independent trading community such as Buzzsaw.com
or Cephren.com enables a general contractor to manage and coordinate the many
suppliers, subcontractors, architects, and engineers necessary to complete a project.
Buzzsaw.com and Cephren.com are examples of
a. Webfronts.
b. Web chains.
c. X-changes.
d. e-syndicates.
e. e-marketplaces.
Answer:
Which of the following statements best reflects the guideline for using a base of facts
and valid assumptions?
a. “Statistics show that green is the most popular color for scarves for men; it only
stands to reason the women will feel the same way.”
b. “Of all nurses surveyed, 16 percent reported that they prefer a lighter weight handle.
But we have to see if there is a difference in preference between male and female nurses
before we make any modifications.”
c. “If people prefer chicken over beef at lunch, it is logical that they will prefer chicken
for dinner as well.”
d. “I know that your research shows that yellow ducks will sell better, but my
granddaughter loves pink bunnies, so that’s what we”ll put on the cards.”
e. “My intuition says that everyone will like the new iPhone.”
Answer:
The belief that aspects of one’s culture are superior to another’s is referred to as
a. cultural ethnocentricity.
b. consumer ethnocentrism.
c. cultural commitment.
d. cross-cultural bias.
e. cultural imperialism.
Answer:
Smart systems are
a. computer-based networks that trigger actions by sensing changes in the real or digital
world.
b. highly organized social media campaigns to protest a brand.
c. social networking sites that allow for people to keep in touch with photos, videos,
and short-text entries.
d. financially successful social networking sites.
e. programs that provide measures of an ad’s success on social networking sites.
Answer:
The increased customer value achieved through performing organizational functions
like marketing or manufacturing more efficiently is referred to as __________.
a. aggregation
b. organizational synergy
c. segmentation
d. amalgamation
e. valuation
Answer:
Once the design of each of the promotional program elements is complete, it is
important to determine the most effective timing of their use. The _________ describes
the order in which each promotional tool is introduced and the frequency of its use
during a campaign.
a. perceptual map
b. efficiency matrix
c. sensitivity analysis
d. promotion to sales ratio
e. promotion schedule
Answer:
The Coca-Cola Company is the __________ of that firm.
a. logo
b. brand name
c. trade name
d. brand identity
e. trademark
Answer:
EVALUATIVE CRITERIA COMPREHENSION
Figure 1.
In Figure 1. above, a number of factors are listed, such as price, display, voice quality,
and battery life for several smartphone brands and models. These factors are the typical
__________ for smartphones.
a. consideration sets
b. evaluative criteria
c. value propositions
d. quality considerations
e. core benefits
Answer:
Figure 1.
Figure 1. above shows the market-product grid for a Wendy’s restaurant next to a large
urban university campus. Marketing synergies and efficiencies run __________ because
a single kind of marketing action can reach customers that buy different product
groupings.
a. horizontally across the rows
b. vertically down the column
c. between full meals and snacks
d. diagonally from top-left to bottom-right of a market-product grid
e. both horizontally and vertically depending upon the marketing action developed
Answer:
The closing stage in the selling process involves obtaining a purchase commitment
from the prospect. This stage is the most important and the most difficult because the
salesperson must determine when the prospect is ready to buy. Telltale signals
indicating a readiness to buy include __________.
a. body language, statements, and questions
b. questions, financial negotiation, and counteroffers
c. negotiations, questions, and requests for assurance
d. eye contact, body language, and requests for assurance
e. questions, statements, and financial negotiations
Answer:
Marketing dashboards are useful in measuring actual market performance versus the
goals set in new-product planning, such as sales. Once shortfalls are identified, the first
step market research would take would be to determine _____________.
a. how to change the promotional strategy
b. whether the problem is internal or external to the organization
c. whether to drop or keep the failing product or market
d. whether to change the goal, and therefore, the marketing metric used to measure it
e. if the numbers used for evaluation in the marketing dashboard are accurate
Answer: