When a soft drink manufacturing company takes the information collected through
research and attempts to assess and interpret what it means for its soft-drink marketing
efforts, it is engaged in environmental:
a. scanning.
b. marketing.
c. management.
d. manipulation.
e. analysis.
Within a business organization, a profit center that is self-supporting in terms of sales,
markets, production, and other resources is known as a:
a. non-profit sector.
b. strategic business unit. c. marketing program.
d. small business.
e. diversified corporation.
Time spent in test marketing can benefit a firm’s competitors.
a. True
b. False
A goal of________is to reduce cycle time or how long it takes to complete a process.
a. time standards
b. processing time
c. production
d. throughput measure
e. physical distribution
Crest toothpaste is available in several different versions, such as Crest Whitening,
Crest Tartar Control, Crest Whitening with mouthwash, and Crest Total Effects. Given
these different variations of the product, it appears that the marketers of Crest are
segmenting the market by using segmentation.
a. psychographic b. product usage
c. benefit
d. end-purpose
e. advantage
According to The Social Technographics Profile, the largest group in most countries is:
a. creators.
b. critics.
c. collectors.
d. joiners.
e. spectators.
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.
The 5,000 households that allowed their group purchases to be scanned are a .
a. focus group
b. quota
c. sample
d. target market
e. population
Every aspect of a brand is subject to a marketer’s control.
a. True
b. False
Scenario3.2 Clayton Homes, a mobile home manufacturer since 1934, introduced its
new iHome in 2009. The iHome is one of the first of its kind, designed as an updated,
modern version of the modular home, offered as a base home plus add- ons known as
‘œpods.’ The base home is a oneÂbedroom, oneÂbath 734Âsquare foot version at a
price of around
$80,000. There is also a 1,000 square-foot version for around $100,000. All versions
may add on the additional
one-room pods as desired which are shipped to your location and constructed on-site.
The homes offer galvanized metal roofing, corrugated steel siding, VOCÂfree paints,
and a ‘œbutterfly’ roof that collects rainwater. The iHome uses 30% less energy than a
similar squareÂfoot home and offers ‘œgreen’ characteristics of solar panels, tankless
water heaters, and low-flow faucets. In addition, it comes with bamboo flooring, a
renewable resource. The modular, preÂfabricated design offers endless options for
creating the customer’s home and its engineered building system cuts down on
construction waste. Due to the ‘œgreen effects’ of the iHome, the state governments
have given it a tax abatement for any sales taxes.
Clayton Homes is revising its marketing strategy for the iHome due to the current
recession.
Which of the following is the bestaction for promoting the iHome in the near future?
a. Emphasize the value of the iHome products.
b. Focus on the ‘œgreen’ qualities of the home and target environmentallyÂconscious
individuals.
c. Significantly reduce advertising expenditures to create an exclusive image.
d. Decrease production until the economy improves.
e. Significantly reduce the prices on the company’s product offerings.
A research that allows marketers to make causal deductions about relationships between
variables is known as a(n)
_____.
a. variable research
b. relational research
c. exploratory research
d. linkage research
e. experimental research
Which of the following is the most commonly used type of publicity-based public
relations tool?
a. News release
b. Captioned photograph
c. Feature article
d. Press conference
e. Letter to the editor
Manufacturers’ needs and behaviors are important concerns of channel members.
a. True
b. False
Organizations that employ standardized products, promotion campaigns, and prices for
all markets are practicing what is known as:
a. customization.
b. internationalization.
c. globalization.
d. regionalization.
e. nationalization.
Line extensions are more common than new products because line extensions:
a. only focus on increasing sales within the existing market segment.
b. are guaranteed to succeed in the marketplace.
c. are a less expensive and lower-risk alternative for increasing sales.
d. require no market research.
e. do not keep the original product in the line after extension.
Test marketing should be conducted when a product has been given a low probability of
success.
a. True
b. False
Why would a personal interview be favored over a mail or telephone survey?
Define marketing citizenship. Describe the impact of its dimensions on organizations.
Discuss some of the issues a marketer should consider when marketing a shopping
product.
Explain the concept “push-pull” when referring to digital marketing as a new
distribution channel.
Describe the several ways in which federal agencies influence marketing activities.
What can marketers do to reduce cognitive dissonance in a consumer who has just
purchased an expensive product?
What role does wholesaling play in the marketing channel? Is this role necessary?