Many laws that directly influence marketing activities were enacted either to preserve a
competitive atmosphere or to protect consumers.
a. True
b. False
Revlon, a maker of cosmetics and skin-care products, is effectively involved in the
management of its supply chain.
It coordinates activities with both its suppliers and its distributors in order to produce
and deliver products that its customers demand. Which of the following statements is
most likely to be true about the impact of Revlon’s supply-chain management?
a. Revlon demonstrates a product firm orientation which increases its competitiveness.
b. Revlon demonstrates a market firm orientation which increases its competitiveness.
c. Revlon demonstrates a sales firm orientation which increases its competitiveness.
d. Revlon’s supplyÂchain management overlaps with all of the firm’s marketing
functions but not its financial
functions.
e. Revlon’s primary objective is to maximize efficiency in its supplyÂchain.
Mario and his friend have been talking about their love for Bose headphones and
speakers. Mario’s friend mentions a consumer report that he read the week before that
stated Bose products had higher prices but lower quality than in previous years. Mario
thought to himself that perhaps his friend had misread the report, because Bose had
always been the best. This perceptual process is known as selective:
a. exposure.
b. distortion.
c. retention.
d. information.
e. organization.
All marketers interpret laws and regulations conservatively and strictly to avoid
violating a law.
a. True
b. False
When properly implemented, a good marketing strategy enables a company to achieve
its business-unit and corporate objectives.
a. True
b. False
A price-leader approach is a pricing approach most often used in supermarkets to attract
consumers by giving them special low prices on a few items.
a. True
b. False
Promotion can assist salespeople in finding likely sales prospects.
a. True
b. False
The ability to obtain digital information is referred to as:
a. accessibility.
b. addressability.
c. interactivity.
d. connectivity.
e. control.
Scenario 8.2
Use the following to answer the questions.
KFC opened its first franchised restaurant outside of North America in England in
1964. Now, over a billion KFC chicken dinners are sold annually at more than 80
countries and territories around the world. KFC has established its own processing
plants in these countries to ensure the quality of its chicken and other food items. In the
U.S., the menu at KFC is usually the same in all restaurants, with only a very few
additional items available in different regions. However, when KFC first franchised into
Asian countries, it added many unusual local delicacies to the menu, such as fried
octopus and squid. Additionally, the franchised stores in Asian countries display cooked
food in “plates” near windows at the front of the store. This is a tradition for many
restaurants in these countries to offer the customer passing by a preliminary view of
their product. Which of the following alliances will KFC most likely utilize to guide its
business transactions in Japan and China?
a. WTO
b. MERCOSUR
c. FTAA
d. NAFTA
e. APEC
If Seagram’s marketers found that the firm’s Crown Royal bourbon was a prestige
product and raised its price, which of the following would most likely happen?
a. The quantity demanded would immediately fall. b. The quantity demanded would
always increase.
c. Above some price level, the quantity demanded would begin to decrease. d. The
demand curve for the product would always shift to the right.
e. The demand curve for the product would always shift to the left.
Designing research procedures that produce reliable marketing data means that .
a. others using the same procedure will get almost identical data
b. the procedure must give results that support the hypothesis
c. the procedure must not give results that contradict other research studies
d. the procedure may give results that contradict other research studies
e. sampling must be done in a completely random manner
Alex is preparing a new strategic plan for a large retailer. Several aspects of the retailer
are to be evaluated in order to make plans and set goals. Of all the issues that Alex can
select in developing the new strategic plan, which of the following is the least flexible?
a. Store atmosphere
b. Scrambled merchandising
c. Retail positioning
d. Store image
e. Retail store location
Direct selling, direct marketing, and vending machines are all examples of __________.
a. producing
b. advertising
c. promoting
d. retailing
e. wholesaling
The government frequently uses competition-based pricing in granting defense
contracts.
a. True
b. False
Salina is shopping for low-calorie frozen dinners to take to work for lunch. Salina has
always been mindful of the total calories and the number of fat grams in these dinners.
However, after reading an article about the high sodium counts in frozen meals and the
maximum grams of sodium a woman should eat daily, she now pays attention to the
sodium as well. The changes in Salina’s thought processes and behavior caused by this
information is called:
a. learning.
b. attitude formation.
c. patronage motives.
d. self-actualization needs.
e. selective distortion.
Creators gather information and organize content generated by critics and others.
a. True
b. False
A product line is a particular version of a product that can be designated as a distinct
offering on the organization’s list of products.
a. True
b. False
When deciding on sales promotion methods to employ, marketers take several factors
into consideration. Which factor below is unlikely to affect decisions regarding sales
promotion methods?
a. Type of package
b. Product characteristics
c. Target market characteristics
d. Types of resellers
e. Competitive forces in the environment
Discuss the different ways of organizing the marketing unit.
Describe how economic forces affect marketing strategies.
Describe and illustrate the four major categories of consumer products.
In what ways can an industrial classification system be used by business marketers to
analyze target markets?
What are the components of total cost? Give specific examples.
Michelin notices that when the number of tires it sells increases from 1,000,000 to
1,000,001, total revenue rises $35. The $35 represents the firm’s:
a. average revenue.
b. marginal revenue.
c. price elasticity.
d. average variable revenue.
e. average total cost.
What is meant by public relations? Discuss its purposes.
Identify and describe the major factors that affect pricing decisions.
Why is the choice of warehouse facilities an important strategic consideration?
How do sellers benefit from the use of brand names and brand marks?