BoiseCascade
Boise Cascade comprises two businesses.
Boise Cascade Building Materials Distribution is one of the largest wholesale building
materials distributors in the United States. The firm’s 33 distribution facilities market a
wide range of building products and services to retail lumber dealers, home
improvement centers, and industrial accounts nationwide.
BoiseCascadeWoodProductsmanufactures plywood, lumber, particleboard, and
engineered wood products (laminated veneer lumber, I-joists, and laminated beams) at
20 manufacturing facilities in the United States and Canada. The firm’s wood products
are used primarily in housing, industrial construction, and a variety of manufactured
products. The wood products are sold to retail lumber dealers, home centers
specializing in the do-it- yourself market, and industrial customers.
Refer to Boise Cascade. Boise Cascade sells:
a. consumer products
b. business products
c. supplies
d. consumer and business products
e. installations
Answer:
Xoom.com is a San Francisco-based online money transfer company that provides
consumer remittance services. With the Xoom bank deposit service, consumers can
send money directly to bank accounts in several countries around the world. Xoom.com
would be classified as a:
a. good.
b. tangible resource.
c. tangible product.
d. service.
e. nonprofit organization.
Answer:
All of the following are categories used in the Boston Consulting Group’s portfolio
matrix EXCEPT:
a. cash cows
b. stars
c. problem children
d. meat eaters
e. dogs
Answer:
Business marketing does NOT include goods and services that:
a. become part of another product.
b. are used to manufacture other products.
c. are used for personal consumption.
d. facilitate the normal operations of an organization.
e. are acquired for resale.
Answer:
What does the 80/20 principle propose?
a. Roughly 80 percent of the profit comes from 20 percent of the sales.
b. Roughly 80 percent of a firm’s customers are repeat business.
c. Roughly 50 percent of a firm’s customers purchase 80 percent of the sales volume of
the product.
d. Roughly 20 percent of a firm’s customers purchase 80 percent of the sales volume of
the product.
e. Sales are equally divided among heavy, medium, and light users, but they all need
slightly different products.
Answer:
In which component of the supply chain will you find electronic data interchange a
common feature?
a. Production scheduling
b. Transportation
c. Order processing
d. Materials handling
e. All of these
Answer:
Which of the following services is an example of possession processing?
a. A theatrical performance
b. An x-ray of a broken bone
c. An advertising agency
d. Marriage counseling
e. Heating system repair
Answer:
Amtrak
Amtrak is taking the gloves off in advertisements and belittling its major competition,
which is airline shuttles. Amtrak’s new name for its Metroliner is The Smart Shuttle.
Gone are ads that were inwardly directed and sold the Metroliner on its leisurely pace.
In their place are ads showing rapid shots of the sleek train and business executives
conducting nononsense meetings “eyeballtoeyeball.” The campaign, which includes
television, radio, print, billboards, and posters in commuter railroad cars, targets
business travelers, who, Amtrak says, incorrectly believes the train takes far longer than
the airplane to travel between two cities. One television spot opens with a shot of
airplanes stacked up in a tarmac traffic jam. Another shows a business traveler
lumbering into the airport during a snowstorm. The announcer says, “Schedule a
meeting. Take the shuttle. Then cross your fingers.” The poor soul looks up at the
departure board and sees a row of “Canceled” signs. The announcer continues,
“Schedule a meeting. Take the Metroliner. Then cross your legs.”
Refer to Amtrak. Amtrak’s campaign is designed to communicate to a large audience
via television, radio, and print. This is an example of ____ communication.
a. mass
b. clutter
c. interpersonal
d. intrapersonal
e. public
Answer:
______ factors are environmental factors that include our attitudes, values, and
lifestyles.
a. Social
b. Economic
c. Political
d. Competitive
e. Demographic
Answer:
A university is considering the purchase of a Web-based course delivery system due to
increased demand for online courses and degrees. Since the school has not offered
online courses before, what type of buying situation does this represent for the school?
a. Value engineering task
b. Modified rebuy
c. Straight rebuy
d. New buy
e. Derived rebuy
Answer:
FishyBusiness
DNA testing has revealed that sushi bar customers are not always getting what they pay
for. Scientists at the American Museum of Natural History tested fish from 31 sushi
bars and found that the tuna coveted by many diners is often a cheaper substitute, a
banned fish, or an endangered species. This could be the result of an honest mistake in
the supply chain, or it could be a deliberate attempt to deceive buyers. However,
researchers have uncovered a DNA “bar code” that can accurately identify the type of
fish. While still a ways off, the scientist who developed the tuna DNA bar code
envisions a small device that can provide instantaneous species identification, which
will result in restaurants ultimately providing what their customers are demanding and
paying for.
Refer to Fishy Business. Tsunami, a sushi bar, takes every precaution to make sure it
does not purchase any species of fish that have been classified as endangered. It
partners with its suppliers to verifyas much as is possiblethe species of the fish it
purchases. This is an example of:
a. sustainable supply chain management
b. contract logistics
c. intermediary distribution
d. eco-marketing
e. environmental mediation
Answer:
The first step in segmenting a market is to choose a basis or bases for segmenting the
markets.
a. True
b. False
Answer:
GotMilk?
Just because consumers live in a big city doesn”t mean they can”t have fresh milk right
from the farm. Many dairy farms, such as Oberweis Dairy and Smith Brothers Farms,
offer home delivery of fresh milk, just like in the old days. While some of these services
are established and have been around since the 1920s, New York City”based Manhattan
Milk started up in 2008. For $20 or more, depending on what is ordered, consumers
anywhere in Manhattan can enjoy organic milk, butter, yogurt, and cheese from
Pennsylvania Amish farms and eggs from Vermont. Unlike most store-bought milk,
theirs is not homogenized and is free of hormones typically given to cows to produce
more milk.
Refer to Got Milk? Customers place orders at Manhattanmilk.com two days before the
delivery date. The Internet allows Manhattan Milk to customize each customer’s order
to his or her preferences. This is an example of:
a. a supplementary product.
b. an intangible product.
c. mass customization.
d. a promotion strategy.
e. internal marketing.
Answer:
A regional utility company needs to change consumers’ perceptions of its current
service as being harmful to the environment. Which of the following strategies would
best allow the company to accomplish this goal?
a. Contraction of the number of services offered by the utility company
b. Adding new services to its product line
c. Repositioning
d. Disintermediation
e. Use of product cannibalization
Answer:
The answers the question, “What business are we in, and where are we going?”
a. mission statement
b. financial statement
c. situation analysis
d. market strategy
e. strategic plan
Answer:
All of the following influence the extent to which an individual conducts an external
search for information EXCEPT:
a. perceived risk
b. knowledge
c. prior experience
d. social class
e. level of interest
Answer:
What is the moderator’s role in online focus groups?
a. To limit the discussion to closed-ended questions
b. To provide a URL reference or control what is shown in the stimulus area
c. To make sure costs remain relatively low
d. To act as a data-mining engineer
e. To let respondents control the discussion
Answer:
_____ is commonplace in business marketing and can sometimes occur over several
months.
a. Negotiation
b. Need mediation
c. Customerization
d. Purchase arbitration
e. Trust
Answer:
A(n) ____ is a group of people or organizations for which an organization designs,
implements, and maintains a marketing mix intended to meet the needs of that group,
resulting in mutually satisfying exchanges.
a. heterogeneous segment
b. target market
c. responsive segment
d. aggregated market
e. undifferentiated target
Answer:
KitKat
The popular Kit Kat chocolate bar was created by Rowntree’s, a confectionary company
in the United Kingdom, in 1935. By the 1940s, Rowntree’s was exporting Kit Kats to
Australia, New Zealand, South Africa, and Canada. The brand further expanded in the
1970s when Rowntree created a new distribution factory in Germany to meet European
demand, and established agreements to distribute the brand in the USA and Japan,
through the Hershey and Fujiya companies respectively. In June 1988, Nestl acquired
Kit Kat through the purchase of Rowntree’s, giving Nestl global control over the
brandexcept in North America, where it is made under license by the Hershey
Company. Variants in the traditional chocolate bar began to appear in the mid-1990s
and have continued to develop ever since. Kit Kat Japan, in particular, has many unique
flavors such as mango-flavored, cucumber, and wasabi Kit Kats. Today, Nestl produces
Kit Kat bars in 21 countries and has expanded its marketplace in Japan, Russia, Turkey,
and South America, in addition to markets throughout Europe.
Refer to Kit Kat. Variants to the traditional chocolate Kit Kats are sold in various
markets around the world. In
Japan, for example, you can purchase a cheese or lemonvinegar Kit Kat. Which strategy
is Nestl using?
a. Dumping
b. Product adaptation
c. Promotion adaptation
d. Countertrading
e. Distribution
Answer:
Breyer”sIceCream
One hot August afternoon, as Nelson is driving home from work, he sees a billboard for
Breyer’s Ice Cream. He remembers that he is out of ice cream at home, and thinks it
would be really great to have a nice, cold bowl of ice cream on such a hot day. So he
stops into the convenience store near his home, heads straight for the dairy case, and
picks up a half-gallon of strawberry ice cream.
Refer to Breyer’s Ice Cream. The fact that Nelson paid attention to the billboard is an
example of:
a. selective perception.
b. selective exposure.
c. selective distortion.
d. selective retention.
e. selective discrimination.
Answer:
Research indicates that participation in most categories of social media has slowed.
a. True
b. False
Answer:
Trade-ins often go hand-in-hand with:
a. price skimming.
b. professional services pricing.
c. flexible pricing.
d. single-pricing.
e. penetration pricing.
Answer:
If consumer behavior is not well understood, a marketer will have difficulty creating an
appropriate marketing mix.
a. True
b. False
Answer:
Retailers love national brands because overhead is low and there are no marketing
costs, and they bring higher profit margins than private brands.
a. True
b. False
Answer:
3D Systems is a company that uses computers to generate new product prototypes. It
has generated loyal business clients by providing the best customer support in the
industry. The company also provides direct sales consultations that give its salespeople
intimate knowledge about what exactly its customers want. This partnership between
3D Systems and its customers is relationship marketing.
a. True
b. False
Answer:
Multinational companies typically begin the development of their global business with
direct investment and continue using this strategy throughout the company’s life span.
a. True
b. False
Answer:
The primary reason large U.S. companies send U.S. jobs abroad is because labor costs
are higher in the United States. They are engaging in:
a. outsourcing
b. global trade
c. multinational employee searches
d. employee export
e. global employment
Answer:
Pharmacies are a new addition to Sam’s Clubs. They could exert a greater influence on
the marketplace for prescription drugs than their newness indicates. Sam’s has a stated
philosophy of marking up merchandise a maximum of 14 percent. When that
philosophy is applied to prescription drugs, especially generics, warehouse club prices
can be dramatically lower than those of conventional drugstores, supermarkets, or
discount store pharmacies. Sam’s is using a _____ strategy to convince consumers to
use its pharmacies rather than its competitors.
a. penetration pricing
b. price-insensitive demand
c. price skimming
d. price elasticity
e. cost bundling
Answer:
Deal$ stores sell a wide variety of low-priced merchandise: party supplies, cleaning
products, toys, food, housewares, and health and beauty products for both men and
women. Many items in the store are priced no higher than one dollar. Which type of
demographic segmentation is Deal$ using?
a. Ethnic
b. Usage rate
c. Income
d. Gender
e. Age
Answer:
____ is the process during which both the salesperson and the prospect offer special
concessions in an attempt to arrive at a sales agreement.
a. Conciliation
b. Negotiation
c. Compromise
d. Concession
e. Dispensation
Answer:
As part of instituting an empowerment program, a marketing director should:
a. hire college graduates who have the latest training in marketing management
techniques
b. create a customer service department and place a key staff person in charge of the
department
c. train the company’s staff to judge the quality of the products the firm produces
d. allow non-management employees to resolve problems on their own without prior
approval from their immediate supervisors
e. conduct a survey of the company’s marketing staff to learn about employee morale
Answer: