The undifferentiated strategy can be effective for an organization that has a
homogeneous market and can develop and maintain a single marketing mix.
a. True
b. False
Sales are most likely to have a direct relationship to product availability for products
that use__________distribution.
a. selective
b. dual
c. intensive
d. extensive
e. exclusive
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.
Suppose that when selecting the 5,000 homes to participate in scanner studies in one
city, the research firm first divided the city’s population into upper-, middle-, and
lower-class families, then took a probability sample within each group. This would be
a(n) sample.
a. random
b. stratified
c. area
d. quota
e. population
One of the factors that affect willingness to spend is general economic conditions. a.
True
b. False
Ad agencies and firms usually work together when creating an ad campaign because the
agencies would act too subjectively on their own.
a. True
b. False
What type of discount is given to marketing intermediaries or middlemen?
a. Quantity
b. Cash
c. Geographic
d. Service
e. Trade
Statistical interpretation focuses on what is typical or what deviates from the average.
a. True
b. False
Sales promotion activities include personal selling and advertising.
a. True
b. False
A brand name is the part of the brand that is spoken.
a. True
b. False
Describe the opportunities that have evolved in marketing due to the use of digital
media.
Labeling and packaging are closely interrelated.
a. True
b. False
Retailers that sell only to members and feature discount retailing combined with
cash-and-carry wholesaling are called .
a. hypermarkets
b. retail groups
c. warehouse showrooms
d. discount stores
e. warehouse clubs
136.Scenario 11.4
Use the scenario to answer the questions.
Kaycee is looking for a new company to prepare her tax returns this year. She explores
the yellow pages of her phone book, and browses the Internet to find information about
tax preparers in the area. She finds the names and contact details of several accountants,
as well as popular tax preparation companies such as H&R Block and Jackson Hewitt.
Since Kaycee is currently short of money, she decides to approach an accountant rather
than the two popular companies. She finds the contact details of three accountants on
the Internet, and visits their respective offices. The first office is located in an
impoverished part of the town, but has an attractive interior and also a friendly
receptionist. The second office is situated in an affluent locality, but does not have any
employee other than the accountant himself. Moreover, the interiors of the office are
shabby. The third office that Kaycee visits, is overall in a better condition with pleasant
interiors and well-groomed staff. The accountant seems well-disposed, so Kaycee
selects him for preparing her tax returns.
Refer to Scenario 11.4. The accountant whom Kaycee selects to prepare her taxes will
most likely require her to
schedule an appointment due to the characteristic of the service. If Kaycee schedules an
appointment
during the month of February, the accountant will most likely use
a. inseparability; time-based pricing
b. inseparability; off-peak demand pricing
c. perishability; bundled pricing
d. perishability; demand-based pricing
e. intangibility; time-based pricing
The target audience for an advertising campaign is the:
a. information base on which to develop the campaign.
b. geographic distribution of persons.
c. people at whom advertisements are aimed.
d. overall goal of the advertising campaign.
e. sales objective to be achieved by the campaign.
At the break-even point:
a. the money a company brings in from selling products equals the amount spent
producing the products.
b. the total fixed costs are exactly equal to the total variable costs.
c. profits are exactly equal to the difference between revenue and total variable costs.
d. the marginal revenue of a product is exactly equal to the marginal cost of producing
one more unit.
e. the marginal cost curve and the average cost curve will be identical for a particular
product.
Electronic media that function using digital codes are called:
a. digital marketing.
b. digital media.
c. electronic marketing.
d. digital electronics.
e. e-marketing
When the makers of Red Bull, an energy drink, decided to go international with their
marketing effort, a global approach was adopted. With which of the following factors
did Red Bull most likely experience difficulty as the firm applied a global strategy for
marketing?
a. Branding
b. Product characteristics
c. Packaging
d. Labeling
e. Advertising
When purchasing products, business customers are especially concerned about quality,
service, price, and supplier relationships.
a. True
b. False
Demand-based pricing of a service denotes low prices during times of low demand and
high prices during times of high demand.
a. True
b. False
Control refers to customers’ ability to regulate the information they view and the rate
and sequence of their exposure to that information.
a. True
b. False