Marketing citizenship refers to an organization’s obligation to maximize its positive
impact and minimize its negative impact on society.
a. True
b. False
Scenario1.1
Use the following to answer the questions. Greensprings Cemetery in upstate New
York, offers a full-service funeral and burial that is non-toxic to the environment. All
materials used in the burial are natural and will decompose with no negative impact.
Greensprings’ service is relatively new in the United States, but services of this type are
common in Great Britain. A typical burial in Greensprings’ cemetery includes a casket
made from bamboo, wicker, paper, or other natural material. There are no headstones of
stone or concrete that will detract from the landscape, but trees and plants as “markers”
are allowed. The cost for a burial at Greensprings is approximately $3,000, compared to
about $6,000 at most traditional cemeteries. Although business was slow at first,
Greensprings is now experiencing an increase in the number of burials, due to referrals
and a newly-developed website. The owners of Greensprings were previously in the
cemetery business, and are active conservationist and wanted to make their business
more sustainable. After conducting research and finding that there were natural burial
sites in Great Britain, they wanted to provide an alternative to other
environmentally-conscious Americans like themselves. Greensprings’ main competitive
advantage over traditional cemeteries comes from its attention to the element in the
marketing mix.
a. product b. price
c. promotion d. distribution
e. marketing research
Scenario 11.2
Use the scenario to answer the questions.
Jonathan Moore, President of Polar Manufacturing Company, has just reviewed the
performance reports for the previous year and observes that there are certain areas in
which the company needs to improve. He specifically feels that Polar’s product mix can
be managed in a more effective way. Jonathan summons a meeting of all the managers
responsible for each of the product lines that Polar currently manufactures. The group
reaches a consensus that the complete industrial product line of ice chests needs to be
eliminated. It contemplates to do so by letting the product decline without making any
changes in the marketing strategy or product. The group also decides to delete Polar’s
line of personal thermal underwear within a week, owing to its unprofitability. While
discussing these strategies, the group also uncovers several customer segments at which
new products could be targeted. The managers decide to assemble a group of people
from all functional areas of the company and confer them responsibilities for all aspects
of the new-product development.
Refer to Scenario 11.2. Since some products are not performing well, Jonathan Moore
thinks that the company should set up a procedure to evaluate each product so that
management will know when and how a product should be eliminated. He is suggesting
a:
a. product-drop decision.
b. discontinuance procedure.
c. product deletion strategy.
d. closing system.
e. systematic review.
Scenario 12.2
Use the following to answer the questions.
Ray-Ban is considering a new line of sunglasses that would be sold in major department
stores. The new line would be positioned as a more distinctive brand than the typical
glasses sold through department stores, and would be priced higher than other brands in
the store. A lower price line than the current Ray-Ban lines that are sold through more
selective stores. In determining the price for this sunglass line, Ray-Ban wants to gather
information about all brands sold in department stores and about customers’ perceptions
of those brands.
Refer to Scenario 12.2. Ray-Ban’s plan of gathering information about the other brands
sold in department stores, including their prices, would most likely be used in a basis
for pricing.
a. cost
b. competition
c. demand
d. customer
e. market
If a person has buying power, he or she is influenced only by a product’s absolute price.
a. True
b. False
While shopping at a landscaping store, Jessie sees a green bag labeled ‘œpotting soil.’
This is an example of .
a. streamline packaging
b. generic branding
c. store branding
d. individual branding
e. category-consistent packaging
The director of marketing for Coby tapes tells the rest of the management team, “When
it comes to our transparent packaging tape unit, our strategy will be to use funds
generated here to support our venture in the industrial bonding market”. This strategy
indicates that the packaging tape unit falls into which one of the following
classifications?
a. Problem child
b. Star
c. Cash cow
d. Dog
e. Question mark
Which of the following is the most popular type of product sold through television
home shopping?
a. Electronics
b. Clothing
c. Jewelry
d. Shoes
e. Cosmetics
The broadest and simplest definition of marketing states that it is the development and
efficient distribution of products for consumer segments.
a. True
b. False
A strategic business unit is not self-supporting in terms of sales, markets, production,
and other resources.
a. True
b. False