Book Title
A Preface to Marketing Management 14th Edition

BUSMT 602 Homework

October 29, 2015
The _____ in an organization's buying center has the formal or informal power to select
or approve the supplier that receives the contract in an organization.
A. initiator
B. influencer
C. user
D. decider
Which of the following products is most likely to require a direct channel of
A. Coal
B. Lighting fixtures
C. Tropical flowers
D. Wooden picture frames
Which of the following types of discounts is offered to channel members for purchasing
and marketing a large number of units?
A. Quantity discounts
B. Promotional allowances
C. Slotting allowances
D. Loyalty discounts
Which of the following statements about an organization's mission statement is true?
A. Even though no one denies the importance of the mission statement, it is the least
used of all of the management tools.
B. An effective mission statement takes an internal organizational focus.
C. It should focus on the physical product or service that the organization is offering at
D. It should focus on the broad class of needs that the organization is seeking to satisfy.
According to the General Electric Portfolio Model, what should an organization do with
its strategic business units (SBUs) that fall into the yellow zone?
A. Hold share
B. Harvest
C. Divert
D. Divest
The Nielsen PRIZM system includes maps of different areas that:
A. rank neighborhoods on their potential to purchase specific products.
B. group consumers in particular countries that are similar in many respects.
C. help implement and control the strategic plan of that area.
D. are used for providing slotting allowances to retailers.
When Swift Inc., an American footwear manufacturer, opened an outlet in Thailand, it
discovered that productions costs were much higher in the home market. Consequently,
the firm decided to shift its production to Thailand to profit from the lower costs of
labor, transportation, and raw material. The benefits gained by the footwear
manufacturer can be attributed to which of the following external factors?
A. Market factors
B. Environmental factors
C. Economic factors
D. Competitive factors
_____ is a form of direct marketing.
A. Personal selling
B. Advertising
C. Sales promotion
D. Publicity
Which of the following actions is a part of a successful aftermarketing effort?
A. Focusing exclusively on the pre-purchase phase and reducing follow up
B. Monitoring order processing and analyzing customer feedback
C. Focusing more on acquiring new customers than servicing existing ones
D. Generating leads through cold calling and endless chain
The continual process by which managers actively encourage, stimulate, and support
employee commitment to the company, the company's goods and services, and the
company's customers is known as:
A. customer satisfaction measurement.
B. customer relationship management.
C. internal marketing.
D. responsiveness marketing.
For a segment to be measurable, the firm must be able to measure its:
A. homogeneous preferences.
B. size and characteristics.
C. postpurchase satisfaction.
D. potential for test marketing.
Three important criteria on which to base segmentation strategy decisions are that a
viable segment must be measurable, meaningful, and marketable. For a segment to be
selected, the firm must be capable of measuring its size and characteristics.
Gable Brothers Inc., is trying to find a viable market for its new brand fountain pen.
After conducting a psychographic segmentation, it found that the segment of potential
consumers is so small that the volume in sales would not be profitable for the company.
Therefore, top management has decided to not release the product into the market. In
the context of the stages of the market segmentation process, the company is currently:
A. deciding the market segmentation strategy.
B. delineating the firm's current situation.
C. dividing markets on relevant dimensions.
D. determining consumer needs and wants.
Which of the following observations about how behavioral influences affect
organizational buying is true?
A. Different buyers will have different degrees of commitment to their buying role in
the organization.
B. Organizational buyers are not subject to personal motives in the buying decisions as
are other individuals.
C. In a lethargic organization, individuals approach their occupation with a weak
commitment to the expected norms of behavior.
D. Organizational buyers are typically unaffected by organizational culture as they are
primarily concerned with suppliers.
In the context of personal selling, which of the following is an important task of a
salesperson providing after-sale service?
A. Deliver or install product or service that meets or exceeds customer expectations
B. Clearly distinguish attributes of a firm's products or services from those of
C. Sell additional or complementary items to repeat customers
D. Convert undecided customers into first-time buyers
In the context of role perceptions affecting the purchasing process of an organizational
buyer, which of the following is true?
A. The larger the organization, the more likely that the buyer will have a greater
perception of his or her own importance as against other members.
B. In a lethargic organization, individuals express a strong commitment to traditionally
accepted behavior and behave accordingly.
C. A committed buyer in a lethargic organization would be the least likely to follow the
norms of behavior expected by the organization.
D. The role perception of the buyer affecting purchase decisions is an
organization-specific factor.
One of the advantages of using _____ is that a firm can distance products from other
offerings it markets.
A. dual branding
B. multibranding
C. franchise extension
D. brand extension