Identifying an unserved or underserved market segment and serving it through a
strategy that distinguishes a retailer in the mind of a consumer is called_____.
a. the marketing concept
b. the wheel of retailing
c. retail positioning
d. targeted retailing
e. scrambled merchandising
Prudential Insurance uses “the Rock of Gibraltar ” logo to symbolize stability and
security to its customers. This is
Prudential’s attempt to help customers better understand its services by:
a. emphasizing tangible cues in promoting the service.
b. using sign association.
c. personalizing the selling of the service.
d. utilizing publicity techniques to enhance the service’s value.
e. distributing the service directly through advertising.
Scenario1.2
Use the following to answer the questions.
Paws and Claws Hotel is a full-service pet salon and boarding kennel. Paws and Claws
has an interactive website where customers can directly book a grooming appointment,
obedience class, or overnight accommodations for their dog or cat. Paws and Claws has
several unexpected services, such as a 600-square foot swimming pool, complete with
slide and dog-friendly graduated steps to help them exit the pool. Customers can also
drop their dog or cat off each morning for pet day care. Paws and Claws has a pick-up
and delivery service, webcams in every kennel so that pet families can view their pets
while away, and pet “furniture” so that the cats and dogs can lie on sofas just like at
home. Paws and Claws is also open 24 hours a day, 365 days each year so that
customers can pick up their pet at any time.The cost for an overnight stay at Paws and
Claws averages $50, compared to competing kennels at about $30. The day care costs
are $25 for either a dog or cat. The majority of Paws and Claws’ competitors don’t offer
the day
care service, and require a two-day minimum for overnight stays.Informal discussions
with customers led to the addition of pet day care and 24 hours of operation. Previously,
Paws and Claws was more interested in competing based on its prices.
Previously, Paws and Claws was most likely using an orientation, while now it is now
in the process of employing the ______.
a. sales; marketing concept.
b. sales; marketing mix.
c. promotion; marketing concept.
d. sales; promotion orientation.
Captive pricing, premium pricing, and price lining are all strategies aimed at
maximizing the profits of an entire product line rather than an individual product.
a. True
b. False
A long-term view, or vision, of what the organization wants to become is called a
mission proclamation.
a. True
b. False
Spectators like to read what other people write and produce online, but do not produce
any content themselves.
a. True
b. False
Which of the following is not true of NAFTA?
a. The NAFTA effectively merged Canada, Mexico, and the United States into one
market.
b. The NAFTA restricts trade by requiring equal treatment of U.S. firms in Brazil and
Canada.
c. It will provide additional opportunities for the United States in long-term affiliations
with other countries in the
Western hemisphere.
d. It is controversial.
e. Many U.S. businesses who engage in outsourcing are looking toward Mexico as a
less costly alternative than
China.
A buyer becomes aware of the product during the evaluation phase of the product
adoption process.
a. True
b. False
Dell Computers is a nationally recognized manufacturer of computers for the small
business and home markets. If Dell were to order one of its wholesalers not to carry any
computer products other than those made by Dell, this arrangement would be known as:
a. a tying contract.
b. refusal to deal.
c. a restricted sales territory.
d. a restricted channel.
e. an exclusive dealing.
Without wholesalers and other intermediaries:
a. most products would be much less expensive because fewer companies would be
handling the product.
b. products would be cheaper because the functions of intermediaries would be
eliminated.
c. products would likely be more expensive due to the use of less efficient channel
members.
d. products would never be able to make it to the ultimate consumer at any price
without passing through intermediaries.
e. many products would be more expensive because retailers would expect more profit.
The three general types of media schedules are:
a. pulsing, beating, and continuous.
b. short, medium, and long-term.
c. morning, afternoon, and evening.
d. pulsing, continuous, and flighting.
e. light, heavy, and alternating.
When a copywriter and an artist combine the copy with the visual material for a
television commercial, it usually is done through use of a .
a. parallel format
b. commercial layout
c. layout procedure
d. storyboard
e. visual-impact process
Just as attitudes are learned, they can be changed.
a. True
b. False
Small and medium-sized firms never use advertising agencies to produce campaigns for
them.
a. True
b. False
Component parts usually need to be processed significantly before they are used in
production.
a. True
b. False
____refers to the idea that morality varies from one culture to another and that business
practices are therefore differentially defined as right or wrong by particular cultures.
a. The self-reference criterion
b. Global ethics
c. Economic relativism
d. Cultural relativism
e. Moral relativism
All the elements, individuals, or units of interest to researchers for a specific study are
known as the .
a. data set
b. sample
c. population
d. focus group
e. target market
Few supermarkets would try to replace a national brand of baby food with their own
brand. Assuming that this is true, we have a good example of channel leadership by:
a. wholesalers.
b. producers.
c. retailers.
d. agents.
e. brokers.
Which of the following is notan example of the implementation of the marketing
concept?
a. Jimmy Dean’s Sausage introduces turkey sausage patties for a healthier alternative to
pork.
b. Ford asks customers to vote online for a new color for next year’s Ford Focus.
c. Burger King reduces the labor costs to produce its sausage-egg biscuits.
d. Microsoft offers rewards for users who can find flaws in its new software.
e. Volkswagen introduces pop-up rollover bars in its convertibles to protect its
consumers in the event of a serious collision.
Inelastic demand in business markets refers to a situation where:
a. supply for a given product fluctuates very little over time.
b. price increases or decreases will not significantly change demand for a given product.
c. demand for a given product fluctuates significantly over time.
d. demand for one product depends heavily on the demand for another product.
e. supply for a given product cannot keep pace with the demand for it.