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In the supplier selection stage, the buyer reviews supplier performance.
The workload approach is used to determine the type of sales force structure required
by a company.
Product line filling is overdone if it results in cannibalization and customer confusion.
Pricing is difficult because various products have related demand and costs, and
producers face different degrees of competition.
Full-service stores usually carry more specialty goods for which customers need or
want assistance or advice.
"Many companies today are localizing their products, advertising, promotion, and sales
efforts to fit the needs of individual regions, cities, and neighborhoods." This is an
example of ________.
A) geographic segmentation
B) product diversification
C) branding
D) psychographic segmentation
E) demographic segmentation
Dan has been directed to study the actors close to a company that affect its ability to
serve its customers, such as the company, suppliers, marketing intermediaries, customer
markets, competitors, and publics. In this instance, Dan has been directed to study the
________ of the company.
A) macroenvironment
B) microenvironment
C) technological environment
D) demographic environment
E) political environment
Herb Marks built his enterprise on the faithful patronage of four specialty shops and a
large contract from Elmore Distributors. But after two years, the maker of novelty pens
and pencils had to rethink his strategy when his contract with Elmore ended.
Herb built a company reputation on the manufacturing and distribution of a variety of
wooden writing utensils with customized engravings. Specialty shops loved to display
the products in their fancy, lighted showcases, but such specialty shops alone were not
profitable. Herb Marks established a brand name, known merely as Marks, and decided
to expand on it.
Herb extended his writing utensil lines to include quills, felt-tip pens, and
multiple-cartridge pens that write in different colors. He even added a line of various
grades of personalized stationery and business cards. Perhaps Herb's biggest added
touch, however, was the addition of two salespeople who would work to explain the
diverse array of products offered by Marks, as well as nurture existing accounts.
"We make an excellent product," Herb Marks stated, "and we honor a good guarantee
on everything we sell. But let's face it-we face hundreds of competitors! We need Marks
representatives out there to help prospects understand what they should demand in
something as simple as a writing tool."
The Marks brand was fast-becoming synonymous with top-notch customer service. Part
of the purchase package brought personal visits from the Marks representative, before
the purchase and long after.
The new felt-tip pens, multiple-cartridge pens, and quills are examples of ________.
A) product line filling
B) multibranding
C) megabranding
D) product line inconsistencies
E) co-branding
Which of the following would most likely improve coordination between marketing and
sales?
A) Salespeople should participate in marketing planning sessions by sharing firsthand
customer knowledge.
B) Salespeople should directly participate in the development of new products.
C) The sales force should strategize promotional strategies and be the primary decision
makers about marketing.
D) Marketing managers should field test new promotion strategies before the sales
team.
E) The marketing and the sales departments should conduct annual job rotations.
It is most accurate to say that when customers purchase products they act on ________
as they judge values and costs.
A) objective value
B) perceived value
C) customer lifetime value
D) company image
E) society's interests
Some companies obtain the rights to use the names or symbols previously created by
other manufacturers for a fee. This process is known as ________.
A) multibranding
B) positioning
C) segmenting
D) co-branding
E) licensing
A(n) ________ is a straight reduction in price on purchases during a stated period of
time or of larger quantities.
A) allowance
B) free sample
C) discount
D) tax credit
E) intromit
Currently, in the United States, job growth is the strongest for ________.
A) blue collar workers
B) manufacturing workers
C) professional workers
D) construction workers
E) sanitation workers
________ are low-growth, high-share businesses/products that need less investment to
hold their market share.
A) Stars
B) Cash cows
C) Question marks
D) Dogs
E) Bears
Companies with lower costs ________.
A) specialize in selling products with value-added features
B) usually market products with inferior quality, thereby justifying the low selling price
C) can set lower prices that result in smaller margins but greater sales and profits
D) tend to overprice products owing to their monopolistic advantage
E) usually set higher prices that result in higher margins
Sunny Brews is a coffeehouse chain based in Boston. It recently introduced Eva, a mild
roast, which became immensely popular. This exemplifies ________.
A) benchmarking
B) diversification
C) mass customization
D) product development
E) downsizing
Morrill Motors splits the United States of America into 10 sales regions. Within each of
those regions, the company has separate sales personnel selling the company's full line
of products. Which sales force structure does Morrill Motors use?
A) territorial
B) complex
C) customer
D) product
E) market
Developing an effective message strategy begins with identifying ________ that can be
used as advertising appeals.
A) consumer trends
B) competitors' weaknesses
C) competitors' strengths
D) customer benefits
E) consumer emotions
How do successful companies recruit and train their salespeople? What does an
effective training program teach salespeople?
Explain the marketing decisions faced by wholesalers.
Marketers can choose from two basic promotion mix strategies-push promotion or pull
promotion. Compare these two strategies.
Compare the selling and marketing concepts, listing the key components of each
philosophy.
What does the concept of integrated logistics management advocate?
Describe the purpose, roles, and achievements of GATT and the World Trade
Organization.
Describe public relations and any three of its main functions.
Briefly explain the concept of brand equity.
How have department stores responded to increased competition by specialty stores and
lower-priced discounters?
