Evan has just shifted to a new apartment in the suburbs. Currently, he is making
purchases for his new apartment.
His purchase of would most likely be done through extended decision making behavior.
a. a new suit
b. bed sheets
c. bath towels
d. flat screen TV
e. groceries
There is little or no difference between wholesalers’ customers and retailers’ customers.
a. True
b. False
A strategic window results from the right combination of circumstances and timing,
allowing a firm to take action to reach a particular target market.
a. True
b. False
Non-price competition can be used to establish brand loyalty.
a. True
b. False
Scenario 4.1
Use the following to answer the questions.
Because of the development of optical scanners and cable television, marketing
researchers can now test the effectiveness of advertising more precisely. Volunteers in a
minimum of six cities are offered food discounts in return for allowing marketing
research firms to monitor grocery purchases and send trial commercials to their homes
through cable television.
The research subjects shop only at stores equipped with UPC scanners, and their
purchases are identified by a special card. Respondents are also told that some of the
commercials they see on cable television may differ from those seen by their neighbors.
Buying patterns are then compared. For example, Kashi cereals tested a Crunchy Wheat
promotion using this system. Half of the 5,000 participating homes in one city saw a
commercial announcing the promotion; the other half saw a commercial that did not
mention the promotion. Kashi used scanner data to evaluate the promotion’s success and
offered the commercials nationwide.
Kashi’s testing of the Crunchy Wheat promotion is an example of .
a. the collection of secondary data used in a descriptive study
b. information feedback used in an exploratory study
c. the collection of secondary data used in an exploratory study
d. the collection of primary data used in a descriptive study
e. the defining and locating problems through an observational technique
Cause-related marketing refers to the specific development, pricing, promotion, and
distribution of products that do not harm the natural environment.
a. True
b. False
Which of the following is not a characteristic of a consumer market?
a. It consists of purchasers who intend to consume or benefit from the purchased
products.
b. Purchasers do not buy products for the main purpose of making a profit.
c. It is sometimes referred to as B2C markets.
d. The purchasing decisions of a consumer market are always made by only one
individual.
e. Purchasers may buy the product but not use it themselves.
Intensive distribution uses only some available outlets in an area to distribute a product.
a. True
b. False
If Nabisco wants to quickly gain a large market share with its new line of reduced-fat
snack crackers, it should use:
a. penetration pricing.
b. random discounting.
c. captive pricing.
d. price skimming.
e. everyday low prices.
The spray bottle for Windex Glass Cleaner could be considered a secondary use
package because .
a. its shape is ideal for multiple-unit packaging
b. glass cleaner works on chrome as well as glass
c. the spray nozzle has an adjustable valve
d. customers can reuse it for other purposes
e. it has a shape similar to other glass cleaner bottles
Scenario3.4
Use the following to answer the questions.
WhiteWave Foods, producer of brands such as Silk Soymilk, specializes in
manufacturing innovative and nutritious food products. Silk Soymilk was first launched
in 1996, and is committed to the health of its customers, as well as the health of the
planet. At Silk, they have offset all of their energy consumption with wind power,
preventing over
16,000 tons of greenhouse gasses from entering the atmosphere each year. Silk Soymilk
is made from a mixture of organic and natural, non-genetically modified soy beans,
reducing the amount of pesticides in the air, soil, and water. Since 2002 they have been
sponsoring the FarmAid concert, whose mission is to keep family farmers on their own
land and ensure a safe, healthy food supply for all Americans.
Silk Soymilk’s sponsorship of the FarmAid concert is bestthought of as an example of
its:
a. cause-related marketing effort.
b. ethical responsibility.
c. green marketing strategy.
d. philanthropic activities.
e. environmental strategy.
DoneRight Inc. is a very profitable automobile repair shop. The company is well known
for its great service and involvement in the community, but it fails to properly dispose
of its used oil as outlined in environmental regulations. DoneRight is failing in its
responsibilities.
a. legal
b. ethical
c. economic
d. philanthropic
e. strategic
During the commercialization phase of the new-product development process, a new
product is launched in stages, starting in one geographic area and gradually expanding
into adjacent areas. This gradual introduction of the product is known as:
a. market development.
b. concept testing.
c. rollout.
d. market extension.
e. jamming.