Scenario3.4
Use the following to answer the questions.
WhiteWave Foods, producer of brands such as Silk Soymilk, specializes in
manufacturing innovative and nutritious food products. Silk Soymilk was first launched
in 1996, and is committed to the health of its customers, as well as the health of the
planet. At Silk, they have offset all of their energy consumption with wind power,
preventing over
16,000 tons of greenhouse gasses from entering the atmosphere each year. Silk Soymilk
is made from a mixture of organic and natural, non-genetically modified soy beans,
reducing the amount of pesticides in the air, soil, and water. Since 2002 they have been
sponsoring the FarmAid concert, whose mission is to keep family farmers on their own
land and ensure a safe, healthy food supply for all Americans.Silk Soymilk’s parent
company, WhiteWave Foods, is currently operating at the of the social responsibility
pyramid.
a. economic
b. philanthropic
c. ethical d. legal
e. cause-related
Which of the following describes a company hiring a foreign firm to produce a
designated volume of its product to specification?
a. Licensing
b. Contract manufacturing
c. Exporting
d. Importing
e. Direct investment
Which type of pricing objective can reduce a firm’s risk by helping to stabilize demand
for its products?
a. Status quo
b. Market share
c. Survival
d. Cash flow
e. Return on investment
The phase of the new-product development process in which a small sample of
potential buyers is presented with a product idea through a written or oral description in
order to determine their attitudes and initial buying intentions regarding a product is
called:
a. concept testing.
b. customer response testing.
c. idea analysis.
d. test marketing.
e. screening.
Problem recognition speed can vary from rapid to slow.
a. True
b. False
Logistics Plus is an organization that consolidates shipments from several industrial
firms into more efficient lot sizes so that they can be more efficiently transported.
Logistics Plus is an example of a(n)________-.
a. freight forwarder
b. forwarding agency
c. transport consolidator
d. specialty transportation company
e. intermodal shipping company
Markup can be stated as a percentage of the cost or as a percentage of the selling price.
a. True
b. False
An individual moves into the adoption stage of the adoption process at the point when
he or she____ .
a. is self-motivated to get information about the product
b. begins using that specific product
c. seriously considers whether the product will satisfy his or her needs
d. tests the product
e. becomes aware of the existence of the product
Changing people’s attitudes toward a firm and its marketing program is:
a. simple when advertisements are used.
b. impossible, even if the firm uses advertisements.
c. a long, expensive, and difficult task that may require extensive advertising
campaigns.
d. unnecessary, since consumer attitudes are of little importance.
e. rarely attempted through the use of marketing practice.
Transfer pricing involves the sale of a product to another unit within the same
organization.
a. True
b. False
Scenario 17.2
Use the following to answer the questions.
The Presto Company manufactures several types of household appliances, including
blenders, waffle makers, and home deep fryers. Presto sells its products to retail stores
such as Kohl’s, Macy’s, and J.C. Penney through its own sales force. Kerry Wilson is
one of Presto’s salespeople, who is responsible for stores headquartered in Region 1 of
the U.S. Kerry, has just come from a monthly meeting where she has been informed
about the new stovetop grill that will be part of next season’s lineup. Presto’s marketing
department has developed a promotional plan for the new grill and outlined that plan
for the sales staff in the meeting. The promotional plan for the next 60 days will include
television commercials which demonstrate the new grill, in-store rebates, and a
customer contest for the best grilled sandwich recipe. In addition, Kerry and other
members of the sales force will be given a free grill for their own home use so they can
become more familiar with the product. Presto is also offering a free trip to New York
City for their staff salesperson who has the highest dollar in sales to his or her stores. To
encourage the retail stores to push this product, Presto will offer the retail store a $5
discount for each grill that the store purchases
after the 60-day promotion is over. Kerry and the other sales force members are best
described as a sales force.
a. technical
b. missionary
c. trade
d. field
e. pioneer
How does a firm use a market opportunity to reach a particular target market?
Why would any specific retail store, such as PetSmart, be considered a category killer?
List the three major levels of market coverage and define each of them.
Discuss the advantages and disadvantages of using executive judgment in forecasting
company sales.
Explain the major issues to consider when developing a sales training program.
List the various types of digital media and technologies that are available for the
marketer to use in reaching consumers.